Ho Chi Minh, Vietnam – Hakuhodo International Vietnam has reshuffled its senior leadership, appointing a new ASEAN Regional Chief Operating Officer and naming a successor to lead its Vietnam operations, in a move aimed at tightening integration across Southeast Asia.
Effective 18 March 2026, Naoyuki Kawakita will step up from group president of Hakuhodo International Vietnam to become ASEAN Regional COO.
Yuta Sasaki, currently CEO of Hakuhodo SAC, will take over as group president of Hakuhodo International Vietnam.
The changes come as agencies across the region respond to clients demanding cross-border consistency, data-led planning, and unified operating models—particularly in ASEAN, where multinational brands are scaling rapidly across fragmented markets.
Under Kawakita’s leadership, Hakuhodo International Vietnam has expanded capabilities spanning creative, digital, media, and consulting, building a team of roughly 800 professionals.
The group has delivered award-winning work, including the MMA Gold-winning “Tiger Platinum” campaign targeting Gen Z audiences, while posting sustained revenue growth.
In his new regional role, Kawakita will focus on strengthening collaboration across ASEAN markets and advancing data-driven marketing capabilities to support clients’ expansion strategies.
“ASEAN represents one of the most dynamic growth regions globally,” said Kawakita. “By strengthening integration across markets and capabilities, we aim to provide more seamless and borderless solutions.”
The appointment underscores Hakuhodo’s broader regional ambitions, as it seeks to align its Southeast Asia footprint more closely under a unified leadership structure.
Sasaki, who assumes the Vietnam group presidency, brings two decades of experience within the Hakuhodo network, including senior digital roles in Thailand and leadership of Hakuhodo SAC. His background spans automotive, financial services, and FMCG clients, with a focus on digital transformation and performance-driven strategy.
“Vietnam remains a strategically important market within ASEAN,” said Sasaki. “We will continue to build integrated solutions that combine creativity, technology, and consulting to deliver measurable business impact.”
The leadership transition reflects a wider trend among global agency groups operating in Southeast Asia, where growth markets such as Vietnam, Thailand, and Indonesia are becoming central to regional expansion plans.
