Why 100PLUS and POP MART are making hydration a lifestyle drop

100PLUS is stepping beyond the sports arena and into pop culture territory with its first-ever collaboration with POP MART, in a move the brand says marks its “most culturally significant partnership to date.”

Launched at the end of May this year across Singapore and Malaysia, the partnership brings together 100PLUS’ “LIVE100” brand philosophy and POP MART’s KUBO character from the “Walks of life” series, which celebrates individuality, everyday passion and personal journeys.

In conversation with MARKETING-INTERACTIVE, Siew Peng Yim, managing director of F&N Foods Singapore and YFI Malaysia, said the collaboration reflects a deliberate evolution of the hydration brand from performance-led messaging to everyday relevance.

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“While 100PLUS is traditionally recognised for fueling sports performance, optimal hydration is ultimately about empowering people to show up at their best across all facets of life,” he said. “With LIVE100, the brand is going beyond sports and championing hydration as an everyday essential. Partnering with POP MART allows us to cross over into modern lifestyle culture and connect with today’s youths.”

At the heart of the campaign is KUBO’s “Walks of life” universe, reimagined through LIVE100 to position hydration as part of daily routines, consistency, and self-expression rather than just peak athletic moments.

The brand is targeting more than 10 million Gen Z consumers across Singapore and Malaysia, tapping into what it describes as a shift in how younger audiences view wellness and movement.

Siew noted that Gen Z’s relationship with activity and identity played a central role in shaping the collaboration. “Gen Z views wellness, fitness and life goals differently,” he said. “They are more passionate about self-expressive, casual physical activities such as skateboarding, dance or social run clubs than competitive sports.”

He added that the generation’s preference for identity-led consumption also influenced the type of merchandise developed for the campaign. Every item they carry, wear or consume serves as an extension of their personal aesthetic, influencing why the brand leaned into streetwear-style accessories such as skateboard keychains, socks and tote bags. 

The collaboration also introduces 100PLUS "Go grape zero sugar", the latest addition to its portfolio. The Muscat grape-flavoured variant contains zero sugar and zero calories, positioned as a hydration option for Gen Z consumers navigating fast-paced, multi-activity lifestyles.

In addition, 100PLUS and POP MART have co-created a limited-edition 3D KUBO Power Kick figurine designed by artist BAO, drawing inspiration from football as a universal cultural touchpoint. The design shows KUBO mid-kick, symbolising movement, momentum and shared cultural energy around the sport.

Siew said authenticity was central to the partnership selection. “POP MART’s KUBO character was selected because the 'Walks of life' series celebrates individuality and personal journeys,” he said. “The collaboration reflects 100PLUS’ continued evolution into everyday living, supporting people wherever life takes them.”

He added that success will not be measured purely through redemption numbers. “We continue to build brand affinity by forging deep emotional connections by ensuring our core values and experiences align with consumers’ beliefs,” he said.

From end May to July 2026, the campaign will roll out across Singapore through a series of retail, on-premise and digital activations.

Shoppers can redeem exclusive KUBO-themed merchandise through tiered spend mechanics across supermarkets, convenience stores, petrol marts, minimarkets and eCommerce platforms such as F&N Life and RedMart. Items include tote bags, coin pouches, socks, shoe bags, skateboard keychains and cushions, while selected vending machines will also feature blind bag collectibles.

Siew said social platforms will play a key role in extending the campaign experience beyond retail touchpoints. “Both brands are targeting digitally native Gen Z audiences,” he said. “For the collector community, social media acts as a crowd-sourced space to track restocks and availability.”

In tandem, Kevin Zhang, head of brand partnerships and activations, POP MART, APAC, said, "KUBO’s 'Walks of life' series is about celebrating individuality and the passion behind each personal journey. Through this collaboration with 100PLUS, we are extending that idea into everyday experiences, showing how staying well-hydrated empowers individuals to keep moving forward in their own way, with confidence and purpose."

Artist BAO described the design intent behind the KUBO Power Kick figurine as capturing a natural, in-the-moment sense of movement that feels both familiar and spontaneous.

BAO noted that football’s universal appeal and timing within a year of global focus on the sport helped shape the concept, with the figurine’s kicking motion reflecting resilience, forward momentum, and the idea that progress comes through steady, everyday movement rather than sudden leaps.

F&B brands have been increasingly leaning into POP MART collaborations as a way to tap into the growing appetite for collectible-led marketing among younger consumers.

Pizza Hut Singapore previously partnered POP MART for a limited-edition Molly merchandise drop exclusive to the local market. The collection, which included designs such as Tropical Molly, Skater Molly and DJ Molly, was sold via Pizza Hut’s website and app, with items ranging from tumblers and tote bags to keychains and PopSockets.

Prior to that, CHAGEE also explored similar territory through a collaboration with POP MART’s Hacipupu, tying the character into its “Green grape milk tea” launch across Singapore, Malaysia, Indonesia and Thailand. The campaign combined product innovation with experiential marketing, including a tennis-inspired pop-up designed to drive engagement and social sharing.

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