Gen Z perspectives: Jetstar Asia's closure & a special message from Hashtag Awards 2025

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 took off fast - Coach Airways unveiled a bold new look in Malaysia, Jetstar delivered a shocker, and Singapore’s streaming queen Supercatkei (aka Denise Teo) shared a special message you won’t want to miss.

Buckle up, this one's a banger.

Don't miss: Gen Z perspectives: WPP CEO exits & UNIQLO's keychain kerfuffle

1. Coach Airways takes off again with bold new look in Malaysia

American luxury fashion house Coach is once again soaring to new heights with the relaunch of its immersive retail concept, Coach Airways, now sporting a striking redesign at Freeport A'Famosa in Malacca, Malaysia.

Housed inside a repurposed Boeing 747, the refreshed outlet boasts an upgraded cockpit, revamped windows, brand-new flooring, and eye-catching interior touches, bringing together luxury fashion and aviation nostalgia in a truly unique shopping experience.

Read more here. 

2. Jetstar Asia's shutdown: Does marketing even matter with price conscious customers?

The Qantas Group will be ceasing the operations of its Singapore-based low-cost subsidiary, Jetstar Asia, as part of a strategic restructure which supports its historic fleet renewal program and to strengthen its core businesses in Australia and New Zealand. Jetstar Asia's flights will continue to operate at a progressively reduced schedule until 31 July 2025.

The low-cost carrier (LCC) space in Asia is fiercely competitive, with dominant players such as Scoot and AirAsia shaping consumer expectations around price and frequency of flights. In such an environment, where travellers often compare fares down to the last dollar, it is easy to question whether branding, positioning, or marketing could have made any meaningful difference for Jetstar Asia.

Read more here. 

3. Why Jetstar Asia’s closure announcement failed to land with consumers

When Jetstar Asia announced it would cease operations from 31 July 2025, the message to customers was clear, formal, and immediate. But for many, it was also the first time they had heard of the decision. Framed as a response to mounting costs and competitive pressure, the announcement promised support and refunds, yet the timing and tone sparked more confusion than calm.

In conversation with MARKETING-INTERACTIVE, communications experts say the announcement lacked the hallmarks of responsible brand behaviour during an exit.

Read more here. 

4. MEDIPEEL and TBWA\Singapore crowned Overall HashMasters at the Hashtag Asia Awards 2025

MEDIPEEL lit up the night at the Hashtag Asia Awards 2025, stealing the spotlight as it clinched the coveted Overall Brand HashMaster title. The South Korean beauty giant dazzled the crowd with a spectacular haul of three Gold and two Silver trophies.

On the agency front, TBWA\Singapore owned the stage as it was crowned Overall Agency HashMaster, scoring an impressive four Gold, two Silver, and one Bronze trophy.

Read more here.

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