Gen Z perspectives: Publicis Groupe snaps up HEPMIL, CHAGEE in Chinatown & PepsiCo's new look

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: Publicis Groupe snapped up SEA influencer agency HEPMIL, CHAGEE Singapore debuted its first tea-and-retail concept in Chinatown, and PepsiCo showed off a fresh global look after 25 years.

Sip, snack, dive in.

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1. Publicis Groupe to acquire SEA influencer agency HEPMIL

Publicis Groupe has signed a definitive agreement to acquire parent company of SGAG HEPMIL Media Group, a leading influencer, content, and social agency in Southeast Asia.

The move will combine HEPMIL’s expertise in building digital communities and managing local creators with Publicis Groupe’s data capabilities, including Lotame and Epsilon’s ID graph covering more than 800 million consumer profiles in the region.

Read more here. 

2. Where tea meets tradition: CHAGEE unveils Pagoda House in Chinatown

CHAGEE Singapore has unveiled its first-ever tea and retail concept, CHAGEE Pagoda House, located along Pagoda Street in the heart of Chinatown. The new flagship blends the city’s cultural heritage with modern tea culture, offering an immersive space where visitors can “Sip, stay, and shop”.

Designed as a reimagined teahouse for a new generation, the store draws inspiration from Chinatown’s legacy as a meeting place for merchants and storytellers.

Read more here. 

3. PepsiCo unveils new global brand identity after 25 years

PepsiCo has unveiled a new global brand identity for the first time in nearly 25 years, reflecting what the company says is its evolution into a “modern, forward-thinking” food and beverage powerhouse.

The rebrand includes a refreshed logo, new colour palette, and a custom lowercase typeface designed to convey approachability and the “consumer-centric spirit” of its brands.

Read more here. 

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