Gen Z perspectives: New agencies, new interiors and National Day's AI reality check

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, Pan Pacific Hotels Group picked a new enterprise lifecycle marketing partner, Castlery gave interiors the Tan France treatment, and AI got a National Day reality check in Singapore.

This one's a real showstopper.

Don't miss: Gen Z perspectives: Our favourite National Day campaigns

1. Pan Pacific Hotels Group checks in with new agency

GOVT VCCP has been appointed by Pan Pacific Hotels Group (PPHG) as its enterprise lifecycle marketing partner, following a competitive pitch process.

The appointment will see GOVT VCCP support PPHG's lifecycle marketing strategy and CRM programme operations, with a focus on strengthening direct bookings, driving engagement with the Pan Pacific DISCOVERY loyalty programme and improving guest retention across the group's portfolio.

Read more here.

2. Can Tan France make your living room the best dressed in the house?

Singapore-founded furniture brand Castlery has unveiled its first-ever designer collaboration, partnering with fashion designer and television personality Tan France on an 18-piece home collection.

The collaboration also marks France's first venture into furniture design, extending his work beyond fashion into home interiors. The collection spans living, dining, lighting, rugs, décor and accessories, blending France's design sensibilities with Castlery's focus on craftsmanship and accessible contemporary furniture.

Read more here. 

3. National Day 2026 gave AI a reality check: Creative leaders weigh in

AI is facing a National Day reality check in Singapore, with the use of generative AI in songs, films and public-facing artwork prompting questions around authenticity, accuracy and where the technology belongs in culturally significant moments.

Local filmmaker Jack Neo, for example, used AI to compose the music for his National Day song Singapore is already 61, while incorporating AI-generated visuals of politicians including Prime Minister Lawrence Wong into its music video. Neo said he wrote the lyrics himself and that the final product was edited by humans.

Read more here. 

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Singapore turned 61, and these brands brought the nation to life