Gen Z perspectives: IMH's new chapter, new moves and drinks with a twist

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, Singapore gave IMH a new name and a bigger mission, Singlife named a new head of group brand, marketing and communications, and beverage brands made a serious splash.

Thirsty for more?

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1. Singapore gives IMH a new name and a bigger mission

Singapore’s Institute of Mental Health (IMH) will be renamed the National Centre for Mental Health Singapore in 2027 and redeveloped into a larger, more modern hospital by 2040, as the country shifts towards earlier intervention and more community-based psychiatric care.

The changes were announced by health minister Ong Ye Kung on 10 October as part of a broader overhaul of Singapore’s approach to mental healthcare amid rising mental health challenges, including among young people.

Read more here. 

2. Singlife names new head of group brand, marketing and communications

Singlife has appointed Leanne Sim as head of group brand, marketing and communications, overseeing the insurer's brand strategy, marketing and engagement, communications, and marketing technology functions.

Her remit spans four pillars: brand strategy; marketing services and engagement; communications; and marketing technology. Together, these functions support Singlife's brand development, distribution, product and high-net-worth businesses, according to the brand.

Read more here. 

3. CHAGEE puts playtime back on Singapore’s calendar

CHAGEE Singapore is asking consumers to clear their calendars and make time to play with its latest campaign, turning the launch of its new chrysanthemum tea series into a wider push around friendship, play and shared experiences.

Centred on the idea #FindYourCHAGEEPlaydate, the campaign invites Singaporeans to reconnect with friends, step away from their routines and turn an ordinary afternoon into a "playdate".

Read more here. 

4. Why Luckin Coffee is making room for Garfield at the coffee table

Luckin Coffee is leaning further into character collaborations as it looks to stay culturally relevant and give consumers more reasons to engage with the brand beyond their daily coffee run.

Its latest bet is Garfield, with the coffee chain teaming up with the famously laid-back orange cat for a seasonal campaign in Singapore. Titled "Just chillin' with Luckin", the collaboration pairs new and returning beverages with Garfield merchandise, while tapping into the character's cross-generational appeal.

Read more here. 

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