Why 100PLUS and POP MART are making hydration a life-style drop

100PLUS is stepping past the sports activities area and into popular culture territory with its first-ever collaboration with POP MART, in a transfer the model says marks its “most culturally significant partnership to date.”

Launched on the finish of May this 12 months throughout Singapore and Malaysia, the partnership brings collectively 100PLUS’ “LIVE100” model philosophy and POP MART’s KUBO character from the “Walks of life” collection, which celebrates individuality, on a regular basis ardour and private journeys.

In dialog with MARKETING-INTERACTIVE, Siew Peng Yim, managing director of F&N Foods Singapore and YFI Malaysia, stated the collaboration displays a deliberate evolution of the hydration model from performance-led messaging to on a regular basis 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 stated. “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 guts of the marketing campaign is KUBO’s “Walks of life” universe, reimagined by means of LIVE100 to place hydration as a part of every day routines, consistency, and self-expression quite than simply peak athletic moments.

The model is concentrating on greater than 10 million Gen Z shoppers throughout Singapore and Malaysia, tapping into what it describes as a shift in how youthful audiences view wellness and motion.

Siew famous that Gen Z’s relationship with exercise and identification performed a central function in shaping the collaboration. “Gen Z views wellness, fitness and life goals differently,” he stated. “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 era’s desire for identity-led consumption additionally influenced the kind of merchandise developed for the marketing campaign. Every merchandise they carry, put on or eat serves as an extension of their private aesthetic, influencing why the model leaned into streetwear-style equipment corresponding to skateboard keychains, socks and tote baggage. 

The collaboration additionally introduces 100PLUS “Go grape zero sugar”, the newest addition to its portfolio. The Muscat grape-flavoured variant incorporates zero sugar and 0 energy, positioned as a hydration possibility for Gen Z shoppers navigating fast-paced, multi-activity existence.

In addition, 100PLUS and POP MART have co-created a limited-edition 3D KUBO Power Kick figurine designed by artist BAO, drawing inspiration from soccer as a common cultural touchpoint. The design exhibits KUBO mid-kick, symbolising motion, momentum and shared cultural power across the sport.

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

He added that success won’t be measured purely by means of 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 stated.

From finish May to July 2026, the marketing campaign will roll out throughout Singapore by means of a collection of retail, on-premise and digital activations.

Shoppers can redeem unique KUBO-themed merchandise by means of tiered spend mechanics throughout supermarkets, comfort shops, petrol marts, minimarkets and eCommerce platforms corresponding to F&N Life and RedMart. Items embrace tote baggage, coin pouches, socks, shoe baggage, skateboard keychains and cushions, whereas chosen merchandising machines may even function blind bag collectibles.

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

In tandem, Kevin Zhang, head of name partnerships and activations, POP MART, APAC, stated, “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 pure, in-the-moment sense of motion that feels each acquainted and spontaneous.

BAO famous that soccer’s common attraction and timing inside a 12 months of worldwide concentrate on the game helped form the idea, with the figurine’s kicking movement reflecting resilience, ahead momentum, and the concept that progress comes by means of regular, on a regular basis motion quite than sudden leaps.

F&B manufacturers have been more and more leaning into POP MART collaborations as a strategy to faucet into the rising urge for food for collectible-led advertising and marketing amongst youthful shoppers.

Pizza Hut Singapore beforehand partnered POP MART for a limited-edition Molly merchandise drop unique to the native market. The assortment, which included designs corresponding to Tropical Molly, Skater Molly and DJ Molly, was offered by way of Pizza Hut’s web site and app, with gadgets starting from tumblers and tote baggage to keychains and PopSockets.

Prior to that, CHAGEE additionally explored comparable territory by means of a collaboration with POP MART’s Hacipupu, tying the character into its “Green grape milk tea” launch throughout Singapore, Malaysia, Indonesia and Thailand. The marketing campaign mixed product innovation with experiential advertising and marketing, together with a tennis-inspired pop-up designed to drive engagement and social sharing.

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