The word premium is used so liberally in marketing that it has almost lost its meaning. Every printer in Singapore will tell you their hong baos are premium. Every sample book will show you something described as luxury, superior, or top-quality. And yet when you...
Picture Little India in October. The streets are strung with marigold-coloured lights. The shopfronts blaze with silk fabrics, brass lamps, and clay diyas in every shade of flame. The air carries sandalwood, jasmine, and the sweetness of mithai laid out in towers of...
Singapore is, at its best, a nation that celebrates together. Every major festive season — Chinese New Year, Deepavali, Christmas, and Hari Raya Aidilfitri — is observed not only by the communities for whom it holds religious and cultural significance, but by...
Let us have an honest conversation about Chinese New Year corporate gifting in Singapore.Every year, the same cycle plays out. Procurement teams scramble for hampers. Marketing approves a bulk order of something shelf-stable and inoffensive. The gifts go out. Clients...
Every year, at some point between October and January, a decision gets made in offices across Singapore. Someone — a marketing director, a senior EA, a procurement manager, a business owner — has to figure out what the company is doing for its festive gifting...
Most brands treat their Chinese New Year ang pow as a gifting formality. They commission a design, place their logo somewhere on the front, approve the proof, and move on. The packets arrive. They are distributed. And that is the end of the thinking.But here is what...
