Need to Know
04 : 08 : 21

Sweden – Visit Sweden has launched an experiential campaign called The Drinkable Country, as part of a post-Covid tourism push. Putting a spotlight on some of the region’s most remote locations, the initiative includes 14 open-air tables manned by prominent Swedish drinks experts. Promising an immersive experience, visitors are invited to forage for ingredients and create their own DIY cocktails together with local guides.

Visit Sweden is using its rugged natural landscape to boost tourism, promoting its unique country through the lens of regional drinks ingredients. ‘Our drink recipes, based on local ingredients, are created with a vision to reflect Sweden’s beautiful nature,’ explains a statement on the brand’s website. ‘Together with local guides you can collect, mix and enjoy the drinks yourself, out in the world’s largest open-air bar stretching all the way from Sweden’s southernmost beaches to its mountain tops in the Arctic north.’

With global travel destinations having to find creative ways to rebuild their economies after a tourism drought, the initiative shows how local ingredients that are inaccessible elsewhere can be leveraged to appeal to gourmet tourists.

Ho Chi Minh City – Responding to the visually-driven mindsets of Generation Z, cinema chain Beta Cinemas is unveiling a bold and colourful design for its latest venue in Ho Chi Minh City. Its art deco aesthetic references architectural elements from the city’s historical roots as Saigon. Designed by interior studio Module K, the postmodern space features contrasting hues such as flamingo pink, sea green and bright orange.

Through this visually striking approach to placemaking, the cinema encapsulates Ho Chi Minh City’s cultural identity while reaching new, younger audiences. In turn, the space’s bold aesthetic lends itself to social media platforms. ‘Mil­lennials and Gen Z don’t go to watch the movie,’ explains Jade Nguyen, CEO of Module K Vietnam. ‘They want to go together, talk, and hang out.’

As Nguyen suggests, the next-generation cinema is capitalising on the renewed desire for Gen Z Hangouts, with young people seeking stimulating environments to re-establish social connections in the physical realm.

With many TikTok videos featuring popular music, research by MRC Data – commissioned by TikTok – finds that the app plays a key role in music discovery.

According to the study, 75% of TikTok users say they discover new artists through the platform, while 63% have heard music that they’ve never heard before. ‘TikTok has become an integral part of music discovery, connecting artists with their fans and introducing brands to every corner of the community,’ says Ole Obermann, global head of music at TikTok.

The research also suggests that lucrative opportunities exist for brands already navigating the app and its marketing potential. In fact, 67% of TikTok users would prefer to see videos from brands featuring trending songs on the platform, and 68% of users say they remember the brand better when a song is featured. This showcases the important role of music in establishing loyal connections with consumers on social media.

As TikTok continues to dominate the Generation Z media and entertainment world, the platform is transforming the way the music industry operates, as artists increasingly create songs with our social media habits in mind.