Gen Z perspectives: FairPrice SG60 chips, capybaras, and down-under moves

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 dropped three SG60 chip flavours, KFC Malaysia went full capybara-core with new plushies, and we’ve been busy too. MARKETING-INTERACTIVE officially launched in Australia, dropped a fresh podcast series, and celebrated TADA’s 7th birthday in style.

Late to this? Embarrassing.

Don’t miss: Gen Z perspectives: Emily Poon exits Ogilvy and the hype around HYROX

1. FairPrice’s SG60 chips puts local flavour in every crunch

FairPrice Group (FPG) is tapping Singapore’s SG60 milestone to strengthen its position as a people’s brand by rolling out three limited-edition housebrand label potato chip flavours inspired by local favourites: kopi, laksa and black pepper crab.

The tongue-in-cheek snack range lands on shelves across FairPrice supermarkets and Cheers convenience stores from July to September 2025, giving shoppers a taste of Singapore’s hawker heritage in every bite.

Read more here. 

2. KFC Malaysia hops on the plushie train with ‘Kepcibara’ drop

KFC Malaysia is turning up the heat on fan engagement with its latest campaign, “Kepcibara”, which introduces a trio of charming capybara plushies that are set to capture hearts.

Teasing the arrival of the new plushies, KFC Malaysia, in partnership with creative agency Naga DDB Tribal, shared posts about the ‘gebu buddies’ (‘fluffy buddies’) on social media, in a build-up to the soft toys’ release. They will also come in the form of blind boxes.

3. MARKETING-INTERACTIVE celebrates official Australian launch, kicks off next growth phase

MARKETING-INTERACTIVE has officially marked its launch in Australia with an event at Ivy Penthouse in Sydney, bringing together more than 100 senior leaders from across the creative, media and marketing industries.

The launch signals the next phase of growth for MARKETING-INTERACTIVE in Australia, following its initial launch in February, with the appointment of Matt Eaton as Australian editor. The publication has since gone on to establish a sharp editorial agenda focused around the evolving role of CMO’s, interviews, industry insight and building strong connections with the Asia Pacific region.

Read more here. 

4. MARKETING CONNECTED | In Conversation with Rezwana Manjur, editor-in-chief of Marketing-Interactive

Related articles:  
Ministry of Transport calls pitch to drive brand strategy     
Secret Recipe: How a cake icon from the 90s continues to win hearts     
101 on synthetic data and why it could be big in advertising