Gen Z perspectives: FairPrice Group's media agency and our favourite Merdeka campaigns

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, FairPrice Group appointed a new media agency, and we rounded up the Merdeka campaigns that caught our eye in 2026. From Luckin Coffee's folklore spin, to ZUS and Mamee serving up a pairing we definitely didn’t see coming.

A celebratory week indeed. 

Don't miss: Gen Z perspectives: Local flavours, AI watermarks and Instagram's new look 

1. NTUC FairPrice Group concludes media pitch

FairPrice Group has appointed Stagwell's Assembly as its media agency, confirmed a FairPrice spokesperson when MARKETING-INTERACTIVE reached out. The appointment is currently slated to run for a year, with an option to expand.

Earlier in January, the company called for a media, creative and production pitch. MARKETING-INTERACTIVE understands that it did not appoint a creative agency partner. 

Read more here. 

2. Luckin Coffee gives Merdeka a folklore-fuelled caffeine kick

Luckin Coffee Malaysia is tapping into local flavours and folklore this Merdeka, teaming up with homegrown adult animation series Kisah Bawah Tanah for a campaign celebrating Malaysian identity.

Titled "Rasa kita, cerita kita" ('Our flavours, our stories'), the campaign brings together Malaysian-inspired coffee creations, original animated content and limited-edition merchandise. It rolls out nationwide from 14 August and will run across the Merdeka season through August and September.

Read more here. 

3. Mamee Monster and ZUS COFFEE find their perfect Merdeka match

Mamee Monster and ZUS COFFEE are celebrating Malaysia's differences this Merdeka with "Lain Tapi NGAM", a new collaboration bringing the two homegrown brands together across limited-edition drinks, snacks, merchandise and a dual-drink cup.

The collaboration follows a playful social media rivalry between the brands' respective mascots, Mamee Monster's Monster and ZUS COFFEE's Blue Buddy, which have been trading jabs over whose store rules Jonker Street. The online back-and-forth has now evolved into a wider Merdeka campaign centred on the idea that seemingly different personalities, tastes and routines can still make a fitting match.

Read more here. 

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