SINGAPORE, Dec. 1, 2025 /PRNewswire/ -- Omnichat, a leading omnichannel AI platform, recently hosted the third edition of the Commerce Leadership Forum at Meta Singapore's office. This event brought together senior leaders from across the region to explore how AI-powered business messaging is transforming the retail, beauty, and lifestyle sectors in APAC. Industry leaders from Meta and L'OCCITANE discussed the rapid adoption of WhatsApp as a key commercial channel, highlighting its evolution from mere customer support to an engaging channel for high-intent customers, driving conversions and fostering long-term loyalty.
L'OCCITANE shared how WhatsApp has become the brand's primary customer touchpoint across different markets in APAC, now accounting for more than 80% of inbound and outbound customer conversations. The brand revealed that personalised conversational journeys are already unlocking profitable outcomes compared to traditional channels. This commercial uplift, paired with real-time engagement, has allowed L'OCCITANE to extend relationship-building beyond transactional touchpoints, creating a long-lasting brand loyalty.
"For us, loyalty begins the moment a customer chooses to stay connected with the brand. By using WhatsApp as a unified touchpoint, we can move customers seamlessly from online discovery to in-store engagement without losing context. Customers enjoy a consistent and personalised experience wherever they interact with us, be it on Facebook, Instagram, or WhatsApp," said Terrence Siu, Chief Information Officer, APAC at L'OCCITANE.
L'OCCITANE extends this seamless experience into a complete loyalty journey by also using Omnichat and WhatsApp to deliver their sampling products, VIP privileges, and post-purchase experience — ensuring customers continue to feel guided and valued long after the first transaction. "By distributing samples and exclusive VIP offers directly through WhatsApp, we can convert interest into purchase immediately in the same channel the customer already uses. This approach has lifted our coupon redemption rate to 87%. Once the customer is connected, we continue the journey through personalised refill and replenishment reminders, helping us maintain an ongoing relationship rather than a one-time transaction. WhatsApp has become a loyalty bridge — from sampling, to purchase, to repeat purchase — all within one seamless customer journey," he added.
Meta reinforced this shift toward messaging-led commerce by sharing YouGov's new regional insights, which show that 32% to 43% of APAC shoppers now use business messaging to track orders, complete purchases, and stay connected with brands throughout the sales cycle — especially during high-value moments such as seasonal campaigns and mega sale days. With business messaging now integrated into the customer lifecycle, WhatsApp has effectively become the default loyalty channel for high-intent engagement in Asia.
"We are seeing the shopping journey become more conversational because consumers now want dialogue, not one-way marketing," said Vicky Yiu, APAC Strategic Partnership Manager, Business Messaging at Meta. "WhatsApp is increasingly becoming the commerce layer for brand engagement in Asia. Customers don't just browse — they consult, request support, complete transactions, and revisit brands all within messaging threads. When businesses move to a messaging-led experience, they shift from campaigns to relationships — and that is where long-term loyalty is earned."
Omnichat, the WhatsApp Business Solution Provider, powering these loyalty journeys, highlighted how brands can transform membership from a passive database into an active relationship engine. Instead of waiting for customers to open an app or remember a loyalty programme, WhatsApp allows brands to remain present in the customer's daily routine — enabling real-time rewards, VIP benefits, and reactivation triggers at the moment of intent. By consolidating multi-channel identity into a unified customer profile and using AI to trigger personalised re-engagement flows, Omnichat helps brands convert one-time buyers into loyal members at significantly lower Customer Acquisition Cost (CAC) than reacquisition.
"What we are seeing across the region is that loyalty only works when it is active, not passive. Points sitting in an app don't translate into customer relationships, but loyalty delivered through WhatsApp stays close to the customer's daily behaviour. By linking QR codes to product samples, in-store touchpoints, and messaging-based rewards, brands can proactively engage members in real time — instead of waiting for them to remember the program. This is the difference between a loyalty database and a loyalty journey. When customers are reminded, recognised and rewarded in the channel they already use every day, loyalty becomes a habit — and unlike apps, no one uninstalls WhatsApp," said Alan Chan, CEO & Founder of Omnichat.
This forum marks a broader shift in how APAC brands are approaching customer growth — moving away from one-time campaigns toward relationship-led loyalty that lives inside everyday messaging behaviour. As more consumers abandon passive loyalty apps and expect real-time interaction, WhatsApp is emerging not just as a service channel, but as the foundation of a modern loyalty ecosystem. By bringing discovery, rewards, education, and re-engagement into a single continuous journey, brands can now build loyalty where it matters most — inside the conversations customers are already having.
About Omnichat
Omnichat is a leading provider of AI-powered conversational commerce solutions for the Asia-Pacific region. Uniquely positioned as both the sole Meta Business Partner and LINE Biz-Solutions Tech Partner in APAC with integrated WhatsApp, Facebook, Instagram, LINE, WeChat capabilities, Omnichat empowers brands to centralise communications, deliver personalised experiences, and drive digital transformation across their operations. Over 5,000 brands, including international retailers and enterprises, leverage Omnichat to optimise their customer journeys.
Website: https://www.omnichat.ai/sg
WhatsApp: https://wa.me/6586288791/?text=EnquiryForWhatsApp
LinkedIn: https://www.linkedin.com/company/omnichat-easychat/
Facebook: https://www.facebook.com/OmnichatAI
Media contacts:
(1) Maheswari Ganga
Marketing Manager, Omnichat
Email: mahes@omnichat.ai
Mobile: +6016 660 4254
(2) Lily Yeung
Regional Vice President, Marketing & Communications (GC & SEA), Omnichat
Email: lily.yeung@omnichat.ai
Mobile: +852 9803 5977
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Meta, L'OCCITANE, and Omnichat Redefine Loyalty Experiences on WhatsApp
"I Play PAPmusic Game" is the second musical chapter where the mystery is finally unveiled: PAPgame is a video game. But this is only the beginning…
MILAN, July 16, 2026 /PRNewswire/ --
Watch the official music video and discover the first clues leading up to PAPgame.
Official Video You Tube - I Play PAPmusic Game
When Music Becomes Storytelling.
After weeks of questions and growing curiosity, director LeiKiè today releases the new single and the official music video "I PLAY PAPmusic Game", officially revealing what PAPgame really is: a video game inspired by the animated film PAPmusic – Animation for Fashion.
This is the second musical chapter in the PAPgame reveal.
Born in the universe of the animated film PAPmusic – Animation for Fashion, directed by LeiKiè, PAPworld continues to evolve through a new interactive experience. The first musical chapter, "BREAKING PAPnews," generated over 2,000 verified media footage worldwide and over 20 million views on social media, demonstrating a growing international interest in the expanding PAPworld.
For more than a month, the public wondered what PAPgame really was: a board game, a card game, or something completely different? The music video "BREAKING PAPnews", released on June 5, deliberately left the mystery unanswered.
Today, with the release of "I Play PAPmusic Game", comes the first big clue: PAPgame is a video game.
A video game told through music
Video games are traditionally introduced through trailers, gameplay footage, or playable demos. PAPmusic follows a different path. After the colorful pop aesthetic of "BREAKING PAPnews", LeiKiè adopts a completely different visual language. In "I PLAY PAPmusic game", poetic black and white scenes inspired by Pierrot alternate with lively gameplay sequences, where the colorful PAPworld is gradually revealed. Instead of just promoting the video game, each music video progressively expands its narrative universe. In PAPworld, music doesn't just accompany a story, it continues to write it.
"I Play PAPmusic Game": Energy, Irony and Imagination
With its vibrant electro-pop sound, upbeat rhythm and instantly memorable chorus, "I Play PAPmusic Game" celebrates the joy of playing, smiling and embracing the unexpected, while preserving the ironic and surreal spirit that has become the hallmark of LeiKiè's creative universe.
Beneath its energetic electro-pop sound lies a simple yet meaningful message: to face obstacles and overcome sadness through play, creativity and imagination.
Among iconic monsters, PAPrank, PAPlove, ghosts wearing T-shirts and countless surreal encounters, the game becomes a metaphor for responding to life's challenges with irony, optimism and creative freedom. Within the PAPworld, moments of sadness are transformed into self-irony, rhythm, colour and the desire to smile. This emotional transformation also comes to life in the music video, where poetic black-and-white sequences inspired by Pierrot gradually give way to vibrant gameplay scenes, following the emotional journey of the Pierrot character from "If I am sad…" to the desire to play, culminating in the colourful explosion of PAPgame.
The first real taste of PAPgame
For the first time, the public is invited to PAPgame. Milan's iconic Piazza Duomo becomes a surreal pop universe populated by many surreal characters, environments and objects already introduced in the animated film. Throughout the video clip, the atmosphere constantly changes as mysterious symbols, monsters, leaderboards, and iconic items appear, revealing only fragments of a much larger experience. Hearts spread PAPlove, and instead of encouraging violence, they turn encounters into dance, humor, and unexpected interactions.
Just like in the animated film, PAPmusic Game continues to explore reality through music, colors, irony and imagination, creating an interactive experience based on positivity and participation. While this video clip offers the first real look at PAPgame, many of its clues remain purposefully unexplained. As the second chapter of the musical journey that introduces the video game, it invites the audience to ask themselves new questions. Each upcoming video clip will reveal another piece of the puzzle, gradually guiding viewers step by step towards the official launch of PAPgame.
Why PAPfans love to be 'PAPed Up'
LeiKiè, the creator of PAPmusic, says: "The most rewarding part of this journey has been listening to people who have become 'PAPed Up'.
During an interview with Bocconi University Radio in Milan, I asked one of the three hosts of the program what it meant to him to be "PAPed Up". His answer perfectly captures the spirit of our universe.
The radio host's response:
"Becoming 'PAPed Up' means seeing the world with greater joy through the eyes of the heart and, when possible, with a lighter and happier spirit that brings people together."
The mystery is not over: many questions about PAPgame still await answers.
Although PAPmusic Game has finally begun to reveal itself, many questions remain purposefully unanswered:
- How many characters from the animated film PAPmusic will populate PAPgame? Will players meet them all?
- Many of the game's items come directly from PAPmusic. Will the public recognize them all?
- The images suggest a first-person perspective. Is this really how PAPgame is played?
- What secrets do they hide behind the mysterious Ghost PAPtees?
Future chapters of music videos will continue to reveal new clues, gradually expanding PAPworld until the official launch of PAPgame.
About PAPmusic
PAPmusic is an expanding entertainment universe created by Italian director, songwriter and performer LeiKiè and produced by Not Just Music S.r.l. Born with the animated film PAPmusic – Animation for Fashion, the project combines animation, original music, fashion, humor and storytelling in an evolving cross-media ecosystem known as PAPworld. Following the release of the film, original songs, music videos and fashion-inspired merchandise, PAPworld now continues its expansion through PAPgame, an upcoming video game that extends the same creative universe into an interactive experience. Each new release adds a new chapter to PAPworld, progressively connecting cinema, music and video games through an original narrative approach.
Website: PAPmusic Web Site
You Tube: YouTube PAPmusic
TikTok: @papmusicofficial
Instagram: @papmusicofficial
Watch the official music video and discover the first clues leading up to PAPgame.
Official Video You Tube - I Play PAPmusic Game
Each video clip reveals a new clue.
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Italian artist LeiKiè Reveals PAPgame in a New Music Video as Not Just Music Expands the PAPmusic Brand.
