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McDonald’s Japan and girl group XG team up for fandom feast

McDonald’s Japan and TBWA/Hakuhodo presents Fandom Feast, Japan

Japan – McDonald’s Japan has launched Fandom Feast: McDonald’s Live Party (#リアタイマクパ), an interactive experience blending fandom culture with mobile ordering. Developed with TBWAHakuhodo, the campaign targets Gen Z and promotes its app’s Mobile Order & Pay feature, which already drives 20% of transactions.

The collaboration with Japanese girl group XG featured a full social media takeover and a limited-time XG Bundle Menu, turning McDonald’s meals into a shared fan experience. Selected fans joined XG in a recording studio, where they enjoyed McDonald’s meals together, bringing digital fandom into real life.

‘Imagine sharing a meal with your favourite artist, enjoying the same tastes at the same time, no matter where you are,’ said Kyoko Yonezawa, head of innovation at TBWAHakuhodo.

The campaign’s second live-stream led to a 53% surge in sales for the artist-curated Galaxy Set, while McFry coupon redemptions hit record highs. By making existing menu items central to the fan experience, McDonald’s Japan positioned itself at the heart of fandom culture and social commerce.

We have previously explored how influencers have evolved into business owners, creating data-driven eco-systems that monetise fandom and transform themselves into branded immersive universes of engagement, entertainment and commerce in our report, The New Creatorverse.

Strategic opportunity

Partner with artists to develop co-branded products, using their intellectual property while creating real-world activations that turn digital fandom into exclusive experiences, merchandise and events

SmartSKN introduces AI-powered customised Korean skincare

US – South Korean beauty company SmartSKN has launched K-OWN, an AI-driven skincare platform that uses real-time diagnostics and on-demand manufacturing to deliver personalised skincare products. Described as the world’s first AI customised K-beauty platform powered by robots, K-OWN aims to ‘put the power of product creation into the hands of the consumer’.

Visitors start with using the SmartSKN platform to select a base formula, active ingredients targeting specific concerns such as pigmentation, acne or hydration, and oil levels tailored to their skin needs. Once finalised, the product is freshly manufactured via 3D printing in real time and shipped directly to their door, offering a highly personalised and innovative skincare experience.

Val Neicu, CEO and co-founder of SmartSKN, said this platform ‘makes high-performance custom skincare accessible to everyone’. She added: ‘It’s the beginning of a new era of customisation in beauty, and it is possible thanks to AI innovations.’ This approach also reduces waste through on-demand manufacturing and eliminating surplus stock altogether.

For more insights on the future of artificial intelligence, read our macrotrend report, The Synthocene Era.

AI imagery by The Future Laboratory, UK

Strategic opportunity

Consider empowering customers to co-design products, strengthening loyalty and perceived value. Could you, for instance, launch interactive platforms (apps, kiosks or online tools) that allow consumers to choose ingredients, styles or features?

Stat: US parents are embracing digital fashion resale

Photography by William Fortunato

US – The second-hand market is becoming an essential parenting tool, driven by financial pressures and digital convenience.

Some 59% of parents shop second-hand, a figure that remains over 50% even among affluent families earning more than £193,250 ($250,000, €231,590) annually. Parents of children under two are the most active, with purchases slowing as children develop brand preferences as they get older.

Online platforms and social media are reshaping how parents shop, with nearly half (49%) of second-hand purchases occurring through digital channels. While thrift has long been about finding unique pieces, for most parents, the motivation is financial. Back-to-school shopping is a major driver, with books and clothing topping second-hand shopping lists.

In Rebranding Resale, we unpacked how marketing initiatives, luxury partnerships and circularity-led retail concepts are redefining how resale communities shop for pre-loved pieces both online and in stores.

Strategic opportunity

Integrate resale into retail strategies by curating second-hand collections, offering trade-in programmes or collaborating with digital resale platforms such as Vinted, Depop or eBay to meet demand for affordable, high-quality children’s products