Gen Z perspectives: Eugene Lee's new role & the rise of plushies

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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 brewed up Eugene Lee’s fresh gig at CHAGEE, a plagiarism probe shaking up MITI, and adorable drops from Milo Singapore and Pizza Hut Singapore.

Skip the FOMO (fear of missing out). Hit play on the video or scroll on to read more.

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1. CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts

CHAGEE has named Eugene Lee as its vice president and chief marketing officer for APAC, as the modern tea brand accelerates its international expansion efforts.

In his new role, Lee will oversee brand and business growth across the region, focusing on ensuring a cohesive brand identity while tailoring localisation strategies for diverse new markets. He will be part of the global leadership team, reporting directly to CHAGEE’s APAC CEO and global CMO.

Read more here.

2. MITI launches investigation after stolen work accusation for World Expo 2025 pavilion

The Malaysian ministry of investment, trade and industry (MITI) has initiated an investigation over a social media post which claimed that the ministry did not compensate or credit a creative agency for its concept of the Malaysian Pavilion for Expo 2025 at Osaka.

"MITI takes note of the allegation pertaining to the Malaysian Pavilion concept creation that has been circulating on social media and reported by the press. MITI is currently undertaking a thorough investigation to gather and ascertain all relevant facts concerning the allegation made by an individual on social media," it said in a statement.

Read more here.

3. Milo SG marks 75 years with plushies that look good enough to eat

Following the launch of its beloved Milo van sachets earlier this month, Milo Singapore has launched exclusive plushies inspired by local food favourites, in line with the brand's 75th anniversary in the country.

In conversations with MARKETING-INTERACTIVE, a Milo Singapore spokesperson said with the Singapore exclusive launch, the brand decided to leverage local conversations as part of its plan, leading to the idea of launching the plushies as party candidates on Nomination Day.

Read more here.

4. From crust to cuddles: Pizza Hut SG launches cheeseburger-inspired plushie

Pizza Hut Singapore is tapping into the collectible culture with its latest drop, a limited-edition plushie named "Sir Melts-a-Lot", inspired by its cheeseburger melts.

Aimed at Gen Z and millennial consumers hungry for self-expression and a hit of nostalgia, the brand is positioning the plushie as more than just a novelty. Instead, it's part of a broader push to reclaim joy and play in 2025.

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