LSN : Daily Signals : Fragrance is the newest frontier of China’s kidult economy

KFC leads with emotion over appetite in new campaign

KFC, Surrender to Tender, Global

UK & Ireland – KFC has launched Surrender to Tender, a UK and Ireland campaign by Mother to introduce its Tenders & Dips range while debuting the brand’s global refresh.

The film – shot in one take – features YouTube musician Frank Watkinson performing a reworked version of The Cranberries’ Linger, using an understated creative approach to communicate product quality rather than traditional food messaging. Launching exclusively on ITV before rolling out across packaging, advertising and restaurants internationally, the campaign reflects a broader shift toward emotionally led storytelling and creator partnerships in brand communications.

In our newly released report The Future of Discovery we call this ‘embodied discovery’ – how meaning is increasingly shaped not only by what people see, but by how they physically experience places, products and environments.

Strategic opportunity

Consumers respond to mood, memory and cultural resonance far more than product shots and price messaging. Build campaigns around feeling first, and let the product speak for itself

Fragrance is the newest frontier of China’s kidult economy

China – Gaming IPs are reshaping China’s fragrance market, with female-oriented romance simulation games emerging as an unlikely but lucrative new category.

Shanghai-based Paper Games has led the charge, with fragrance collections inspired by Love and Deepspace characters selling out within minutes, according to Jing Daily. Pop Mart has followed with fragrances based on its Skullpanda universe.

The product launches signal how younger Chinese consumers are moving away from fragrance as a status symbol toward scent as emotional storytelling. Fragrance is also emerging as the newest frontier of the Kidult Craze. Driven by nostalgia and a desire for stress relief, adults are gravitating toward playful, non-digital items to connect with their inner child, and scent is now part of that repertoire.

Pinterest Predicts 2026, Global

Strategic opportunity

Beauty brands should look beyond celebrity and influencer collaboration to fandom. In China, fans are deeply loyal to IP characters, are willing to pay a premium for character-inspired fragrances and act quickly when new products are released

Stat: Holiday demand to boost summer retail spend

Nobu Woolfox, UK

UK – Holiday demand is set to support retail spending this summer, despite continued pressure on household finances and concerns about the economy.

KPMG UK’s survey of 3,000 people found that 63% expect to take a holiday this summer. While 45% have already booked, a further 18% plan to secure a trip at short notice.

Three-quarters of those with bookings intend to buy new items for their holiday, including clothing (42%) and footwear (25%), creating a timely opportunity for retailers.

Among booked holidaymakers, 38% are travelling abroad and the same percentage are staying in the UK; 24% plan to do both. After holidays, UK days out ranked as the second-highest summer spending priority, followed by eating out and entertaining at home.

In our Scenario-based Airport Beauty report, we explore how beauty brands are targeting travellers with solutions tailored to suit the climate of their destination.

Strategic opportunity

Retailers should create timely holiday bundles, travel-ready product edits and destination-led merchandising to appeal to consumers prioritising purchases for their vacations