ONE Asia 2025: Can You Handle the Creative Heat?

ONE Asia 2025 Ignites Creativity with “Can You Handle the Heat?” Campaign

The world of advertising and design in Asia-Pacific is heating up—literally and figuratively—as the prestigious ONE Asia Creative Awards launches its 2025 call for entries with a campaign that’s as fiery as it is fun. This year, the spotlight is on South Korea, with Seoul-based Studio K110 crafting a spicy, noodle-fueled theme that dares creatives across the region: “Can You Handle the Heat?”

Spicing Up the Creative Scene

ONE Asia Creative Awards, part of the globally renowned One Club for Creativity, is known for celebrating the boldest and best creative work from across APAC. The 2025 campaign, developed by Studio K110, takes inspiration from Korea’s famously spicy cuisine—especially the iconic cup noodle—to create a metaphor for the intense, high-pressure world of creative competition.

The campaign’s central character is a flame-faced figure joyfully slurping noodles, tears streaming down its face—a playful yet powerful symbol of creative passion meeting real-world pressure. This character pops up throughout the campaign in various poses, encouraging and provoking participants to bring their hottest ideas to the table.

“We wanted to draw on one of Korea’s most iconic cultural symbols: the spicy cup noodle. It’s fast, hot, messy, addictive, and a perfect metaphor for creative brilliance,” said Bora Kim, lead graphic designer at Studio K110.

Why “Can You Handle the Heat?”

The campaign’s theme riffs on the classic saying, “If you can’t stand the heat, get out of the kitchen.” In the context of the awards, it’s a challenge to creatives: only the boldest, most flavorful ideas will stand out. The design language is packed with blazing chili peppers, fiery type, and the infamous Cheongyang chili, reflecting the spirited and high-stakes nature of the competition1.

Tay Guan Hin, APAC Regional Director of The One Club, explained, “Focusing on a different country each year supports our mission to build deeper creative connections, grow a region-wide creative ecosystem, and spotlight each market’s unique culture and talent”.

Key Dates and What’s New for 2025

ONE Asia 2025 is now open for entries, with deadlines as follows:

• Early Bird Deadline: June 27, 2025
• Regular Deadline: July 28, 2025
• Extended Deadline: August 25, 2025
• Final Deadline: September 12, 2025

Finalists will be revealed in the fall, with winners announced in December 2025.

This year brings several exciting updates:

• New Disciplines: Creative Use of Artificial Intelligence, Media, OOH, Print & Digital Craft.
• Return of Cultural Impact: Honoring work that drives real social change.
• Expanded Categories: Including Creative Effectiveness, Gaming, and Use of Humor/Drama.
• Marketer of the Year: A new honor for the marketing executive or team behind the most awarded work—this award is not open for entry but will be selected based on results.

Seoul in the Spotlight

After last year’s successful judging in Manila, the 2025 edition partners with Korea’s creative community for marketing and, soon, judging in Seoul. This rotating focus helps build connections and showcase the unique flavor of each APAC market, strengthening the region’s creative ecosystem1.

Kevin Swanepoel, CEO of The One Club, summed it up: “ONE Asia is about more than trophies. It’s about elevating the region’s boldest work on a global stage. This year’s campaign captures the fire and passion it takes to stand out. Only the hottest ideas will win”.

Why This Matters

ONE Asia winners earn recognition not just regionally but globally, with points contributing to Campaign Brief Asia Rankings, ONE Asia Creative Rankings, and The One Club’s Global Creative Rankings. For agencies, designers, and marketers, it’s a chance to prove their mettle and gain international acclaim.

So, if you’re a creative in Asia-Pacific, the question is simple: Can you handle the heat?