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Cannes Lions 2025: Harnessing the power of K-pop and why laughter is a KPI

The Catnip by Lynx, Global

France – On the penultimate day of Cannes Lions, a panel comprising Korean experts from music label Starship Entertainment, Publicis and Pepsico dived into the power of K-pop. Once a niche genre, K-pop has evolved into a global cultural movement spanning music, beauty, fashion and tech.

The speakers unpacked how brands can tap into this hyper-engaged ecosystem without hijacking the space. Unlike traditional celebrity partnerships, K-pop idols are meticulously trained and positioned like brands which, according to Yun Heon Lee, general manager at PepsiCo Korea, means they are low-risk, high-loyalty ambassadors.

Lee highlighted how the key lies in growing together by talking about PepsiCo’s relationship with K-pop girl band Ive. ‘Our collaboration started before their debut. We even participated in their audition process. That reflects our belief in long‑term partnerships that build brand loyalty.’ To Lee, these artists are evolving into mega‑IP figures, giving brands a strong connection to fans and consumers. ‘These artists influence how Gen Z and Gen Alpha think and express themselves. If you want your brand to inspire deep loyalty, K‑pop is the smartest way to connect.’

Earlier in the day, Chris Charles, executive creative director at 21Grams, suggested all advertisers should consider laughter as a KPI. Comedy was also the core of Unilever’s presentation, Who’s Laughing Now? Axe’s Strategic Journey to Reclaim Relevance. Axe (Lynx in some markets) lost cultural relevance among its core demographic of young men. This resulted in a loss of brand talkability and engagement.

After conducting global ethnographic research, the brand realised Gen Z value emotional connection over physical attraction while young women see fragrance as a way for men to show they have made an effort. This insight led to a brand reset under the platform The Power of Fragrance, bringing clarity and boldness back to Axe’s identity. Humour became the north star. ‘We became afraid of getting it wrong. But the truth is, we just forgot how to laugh at ourselves,’ said Caroline Gregory, global brand director at Unilever.

The Catnip embraced absurdity and turned a dating insight – 60% of cat owners wouldn’t date someone their cat didn’t like as per Censuswide – into a fragrance irresistible to cats, while Lower Body addressed a need from consumers for intimate fragrance with a gentler zero-alcohol formula, promoted using satirical 10-second social content.

Strategic opportunity

K-pop idols are marketed like brands, with a defined voice, story arc, fanbase and evolution – what if your brand behaved like a pop star too? Start by auditing your brand persona as if it were an entertainer: is the narrative consistent, compelling, and ready to build a loyal audience over time?

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Oduwole dives into ice cream heaven, wellness wearables and the latest tourism news.

: Anya Hindmarch’s Ice Cream Project is back, and it’s weirder (and tastier) than ever. With flavours including sriracha, pickled onion, olive oil and even Bisto Gravy, the line-up celebrates a rebellious, anything-goes attitude to food that we previously explored in our Functional Feasting report. As a Scot, I naturally went for the Irn-Bru sorbet and I can confirm it won’t be my last visit. The queue wrapped around the block, a clear sign of viral buzz and shifting tastes. Sweet scenes and unexpected flavour pairings are dominating the cultural palate in line with our Premium Desserts report.

: Incora’s latest femtech innovation is a smart earring that monitors temperature, heart rate and blood oxygen while recognising hormonal patterns. It offers tailored insights, such as suggesting magnesium to support progesterone-linked sleep. It’s a welcome departure from male-default health tracking and a meaningful step towards personalised, inclusive design. Explore our Voice-Activated AI Wearables listicle to understand the future of seamless tech integrating into everyday lives.

: Tourism is transforming. From Sensay’s AI-governed island in the Philippines to Italy’s new overnight Riviera route and Egypt’s Red Sea bridge project, global travel is being reimagined with futuristic infrastructure, answering ethical questions and offering hyper-connected experiences.

Anya Hindmarch, The Ice Cream Project, UK

Quote of the Week

‘Clean Girl is out. Cigarettes are cool again. And in a world full of prebiotic soda and protein water, sometimes all you really want is a crispy fridge cigarette to take the edge off'

Eve Upton-Clark, writer (source: Fast Company)

Stat: Consumers shift loyalty to brands that absorb tariff costs

Phygital Supermarket Worlds by Xin Liu

Global – As new tariffs drive up import costs, a wave of price sensitivity is forcing retail leaders to rethink their strategies.

A survey by AI-driven platform First Insight reveals that 79% of shoppers would remain loyal to brands that absorb tariff-related costs, yet 83% of retail executives still plan to raise prices.

As consumers brace for impact, 30% say any price increase would alter their spending, while 73% would be frustrated by higher prices.

If costs rise, three-quarters of respondents said they are ready to ditch their favourite brands for more cost-effective alternatives. As explored in our New Codes of Value report, widespread dissatisfaction has created a catalyst for people to re-evaluate their consumption choices.

According to the survey, the categories shoppers would be willing to cut back on first are electronics/tech (50%), apparel/fashion (53%) and home goods/furniture (54%).

Strategic opportunity

Brands that shield consumers from costs now can earn long-term trust and outpace competitors by absorbing losses. Communicate value clearly and explore price-neutral strategies such as tiered offerings, loyalty rewards or limited-time bundles