Gen Z perspectives: GOODSTUPH's pride keychains, HPB's anti-vape ad & luxury pop-ups

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, GOODSTUPH got cheeky with Pride keychains, HPB went full smoke-free mode, and we unpacked how luxury pop-ups are flipping the script on exclusivity.

Keep scrolling, you’re going to want to see this.

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1. GOODSTUPH turns schoolyard slurs into pride keychains for Pink Dot 2025

Social media agency GOODSTUPH is reclaiming queer slurs this pride month in its latest merch for Pink Dot 2025. 

Dubbed #MajulahSissypura, the campaign invites supporters to turn up at Pink Dot wearing school-inspired outfits and keychains that proudly display slurs once used to taunt them. The idea, according to the agency, is to help the LGBTQ+ community rewrite their traumas with pride and style.

Read more here. 

2. How luxury pop-ups are redefining exclusivity

Luxury has always traded on the allure of what’s out of reach - the invitation-only events, the hushed boutiques, the air of untouchability. But as luxury consumers evolve, so do the rules of engagement.

Today, pop-ups have become a key strategy for luxury brands to connect with modern audiences, offering immersive experiences that bring the brand closer while still preserving its prestige.

Read more here. 

3. Health Promotion Board uses toxic toys to warn against vaping

Singapore's HPB has launched a new campaign to highlight the harmful effects of vaping. Central to the campaign is a 60-second video featuring three young adults.

Titled "Don't let vaping toy with your life", the video opens with the trio watching a livestream from "VapeyGaga", a masked content creator. She unboxes various dolls, starting with one called "addicted brain," which is "guaranteed to make you lose your focus."

Read more here. 

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