Singapore – Global innovation consultancy Huxly has expanded into Asia-Pacific with the launch of its APAC office in Singapore, responding to growing demand from brands seeking culturally relevant innovation across the region.
Claire McCormack, general manager at Huxly, opened the event by outlining the strategic importance of the region. “APAC is setting the pace for the rest of the world. It’s the region with the most cultural variation and the greatest intensity of innovation.”
She added, “Huxly has worked in APAC before, but for us to truly create meaningful product experiences here, we needed to be on the ground. We know our approach to intentional innovation can make a real difference here. Launching in APAC means that we can now work even more closer with clients to create products that truly make an impact and get people talking.”
Huxly’s expansion builds on its existing global footprint and reflects a broader shift in how brands approach innovation as products become easier to replicate and trends travel faster than ever.
Coco Wu, director of APAC Strategy at Huxly, spoke about the importance of culture in connecting with younger consumers. “In APAC, Gen Z is actually the first generation to grow up in a compressed world, where social changes arrived all at once rather than gradually. I think this makes it so important to understand the cultural world they live in so we can help brands make sense of how they can innovate products that appeal to them and fit into their lives.”
Harshita Mullick, APAC strategy director at Huxly, said, “Intentional innovation means nothing is accidental, and that every moment of the product experience is deliberately designed. When every touchpoint ladders up to the true need, rooted in culture that you’re solving for, you create an experience that feels meaningful, memorable, and impossible to copy, which is something that is so important right now.”
With its APAC presence now established, Huxly will support brands across Asia-Pacific as they navigate growth, complexity, and the challenge of creating products that genuinely resonate with consumers.
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