Mutant unveils Mutant MICE to strengthen event storytelling in Asia

Singapore – Independent Southeast Asian communications agency Mutant has launched Mutant MICE, a dedicated regional offering designed to strengthen how meetings, incentives, conferences and exhibitions are positioned and amplified across Asia.

Announced on 12 February 2026, the new service formalises work the agency has delivered over the past year within the business events sector, as demand grows for communications partners with expertise spanning destinations, industries, and economic impact.

Mutant MICE integrates public relations, content, social media, and stakeholder engagement to help organisers, brands, and destinations translate events into sustained visibility, reputation, and measurable outcomes beyond attendance and ticket sales.

“The MICE sector sits at the intersection of business, culture, travel and economic opportunity, and brands and destinations need a communications partner that understands not just the event, but the ecosystem around it,” said Lina Marican, regional managing director of Mutant. 

Over the past year, the agency has supported major regional and international platforms including Business China, Tech Week Singapore, Singapore International Film Festival, Cirque du Soleil’s KOOZA Singapore, and the Abu Dhabi Infrastructure Summit, alongside government-linked tourism and cultural initiatives. 

Most recently, Mutant was appointed to support the Malaysian International Food & Beverage Fair.

Marican added, “Mutant MICE brings strategic clarity, earned creativity and on-ground discipline to help our clients stand out and scale their impact.”

With offices in Singapore, Malaysia, Indonesia, Thailand, and the Philippines, Mutant MICE will support regional and global clients seeking a communications-led approach to business events, combining regional perspective with local execution.