Guangzhou, China – Automotive manufacturer GAC AION has expanded into Hong Kong, opening its first showroom in Hong Kong and marking the brand’s official entry into the market.

The brand launch event in Kowloon Bay featured the introduction of new energy vehicles and highlighted GAC AION’s technological achievements, with GAC’s initiatives to promote the use of electric vehicles(EVs) in Hong Kong. 

During the opening ceremony, Wei Haigang, general manager of GAC International, expressed the company’s commitment to providing the best technology and models to Hong Kong consumers. On the other hand, Gu Huinan, general manager of GAC AION, introduced the company’s development history, core technological innovations, then emphasised the importance of Hong Kong as a crucial point in their global strategy.

These efforts that lean into EV usage are in line with Hong Kong actively undertaking diverse measures for decarbonization and there is a steady rise in new energy vehicle purchases. 

With this in mind, GAC AION plans to open six showrooms within the year, offering competitive products and services to meet the rising demand. Additionally, the company will invest in 1000V ultra-fast charging stations to combat charging infrastructure shortages, targeting 300 public charging stations by 2028.

The Hong Kong market serves as an integral part of GAC Group’s global layout. Using it as a starting point, GAC AION’s plan would be to expedite the overseas layout of new energy vehicles, advance GAC Group’s internationalisation process, and contribute to the realisation of the “Trillion GAC” blueprint. Simultaneously, GAC AION is committed to driving the worldwide growth of the new energy industry.

Tokyo, Japan – Telecommunications company Ericsson has recently announced the appointment of Chafic Nassif as its new head of market area for Northeast Asia as well as its new senior vice president

In his new role, Nassif will be overseeing Ericsson’s operations and market strategies in the Northeast Asia region and will be fortifying Ericsson’s position in the rapidly evolving telecommunications and technology landscape.

Nassif, who is currently head of Ericsson’s customer unit in Latin America North, will be replacing Chris Houghton who was appointed chief operating officer of Ericsson in November 2023. Effective on February 26, 2024, Nassif will take up his new position and will be based in Japan.

Prior to his roles, Nassif held several executive and management positions within Ericsson across various business segments and geographies worldwide. He was also the head of Ericsson’s customer unit in Taiwan. Before joining Ericsson, Nassif was active in tech start-ups and IT and business consulting leadership roles in Europe.

Speaking on his appointment, Nassif said, “I am truly honoured and excited to assume this new role. Having been part of the leadership team of Ericsson in Northeast Asia before, I’m confident in our talented team and the foundation of success that Ericsson has established. Together, we will focus on creating innovative solutions and delivering unparalleled value to our customers and partners.”

Meanwhile, Börje Ekholm, president and CEO of Ericsson, commented, “I’m very happy that Chafic has accepted to take on this role. He brings a wealth of experience from working for Ericsson across the globe and is a strong business leader with a proven track record. He is passionate about advancements in connectivity, 5G technology, and any form of smart entrepreneurship. I’m very much looking forward to having Chafic on the Executive Team.”

Nassif’s appointment as head of market area for Northeast Asia follows Ericsson’s efforts to bolster their presence globally, with the company recently appointing Daniel Ode as head of Ericsson Singapore, Philippines & Brunei.

China – Indian programmatic ad-tech platform Xapads Media has announced its foray into the Chinese market, appointing industry veteran Huang Xu as country head of China in the process.

Building upon established connections and fruitful partnerships in China, Xapads Media’s expansion aims to extend its presence in the region by establishing a local office.

The ad-tech firm’s expansion plan comes into effect after successfully creating a footprint in the Indian digital advertising sector and establishing operational offices in the UAE, US, Indonesia, Russia, and Singapore.

As China’s digital ad market continues to expand, Xapads is excited to explore new opportunities and plans to leverage their premium ad inventories, offering customised products and services tailored to meet the specific needs of the agencies and brands.

Being appointed as country head, Xu has more than 12 years of experience in the Chinese market and prior to joining Xapads, he has held positions with Inmobi, Ironsource, and Appnext.

Speaking on his appointment, Xu said, “I’m enthusiastic about achieving outstanding outcomes for Xapads in China. With our extensive product team, we’re committed to delivering fully localised products and services ensuring benefits for both advertisers and partners.”

Adding to this, Ramneek Chadha, chief operating officer, Xapads Media, mentioned, “I am thrilled to have him join the Xapads family. Adhering to the existing Chinese connections, I anticipate he will strengthen global relationships with partners and extensively contribute to establishing steady ground for Xapads in the region.”

Meanwhile, Nitin Gupta, CEO of Xapads Media, commented, “We’re thrilled to commence our strategic journey in China with the addition of seasoned leader Huang Xu as the Country Head. With his expertise in navigating the intricate digital advertising landscape, we envision a future marked by fruitful partnerships and collective growth in this dynamic market.”

Singapore – Global media measurement and optimization platform Integral Ad Science has just recently announced its business expansions in Hong Kong, Taiwan, Thailand and Vietnam, accompanied with senior leadership appointments for the newly launched markets, aiming to accelerate AI-driven measurement and optimisation solutions for both local and global advertisers and publishers.

Appointments include Sowarose Charuwatpaiboon as the country head of Thailand, Thanh Nguyen as the country head of Vietnam, Melvin Wong as the region head of Hong Kong & Taiwan, and Arfitrianto Zulnaini, sales director of Indonesia, who will be stepping up as the country head of Indonesia and Malaysia.

In her new role as country head of Thailand, Charuwatpaiboon will carry over a decade of experience in the digital advertising industry with a record of success in sales, account management, and business development at companies including Adcolony, Taboola and Innity. She joined IAS in 2023 to expand operations in Thailand, and now, will be leading the team to drive continued growth.

Commenting on her new role, Charuwatpaiboon said, “I am excited to bring IAS’s world-class media measurement and optimisation solutions to advertisers and publishers in Thailand. IAS’s commitment to providing effective and transparent advertising environments for brands and media owners alike will resonate with brands seeking to navigate the complexities of the digital advertising ecosystem and driving efficiencies.”

As country head for Vietnam, Nguyen brings over 25 years of experience in the Vietnamese media and advertising landscape, with a portfolio comprising companies like JOYY Inc, Vietcetera Media and TikTok Vietnam. Her understanding of the local market dynamics and her relationships with prominent advertisers, publishers, and industry stakeholders will help drive IAS’s growth in Vietnam’s flourishing digital advertising ecosystem.

Speaking on her appointment, Nguyen said, “I am thrilled to join IAS and help expand its presence in Vietnam. Brands in Vietnam are investing significant budgets across digital media, and there’s a growing adoption of measurement and optimisation solutions among advertisers and publishers. With its superior solutions and dedicated teams, IAS empowers Vietnamese brands and media owners to navigate the evolving digital landscape and unlock their full potential.”

Aiming to propel IAS’s presence in Hong Kong & Taiwan, Wong joins IAS with global experience across Hong Kong, New York and Toronto, where he spent over a decade in sales and business development roles at companies including Teads and TripleLift. He will be leveraging his extensive global experience and strategic acumen to establish IAS as a trusted partner for brands and agencies within this vibrant digital landscape.

Commenting on his appointment, Wong said, “Joining IAS amidst their remarkable growth in programmatic is an absolute privilege. Having witnessed firsthand the challenges faced by top brands and agencies, I deeply understand the crucial role efficiency and ROI play in our partnerships. I’m committed to working with brands and agencies to drive widespread adoption of IAS’s industry-leading measurement and optimisation solutions to drive superior business results for advertisers and publishers.”

Last but not least in IAS’s appointments, Zulnaini joined IAS in 2020 as the sales director of Indonesia, where he brought over 24 years of sales and leadership experience in digital media at companies including Yahoo, Carat, and Mindshare, driving programmatic adoption and incremental revenue growth for IAS in Indonesia. Now he is stepping up as a country head for two markets, focusing on growing IAS’s measurement and optimisation adoption in both Indonesia and Malaysia.

Talking about his appointment, Zulnaini mentioned, “I am honoured to take on the additional responsibility of leading IAS’s Malaysia business and keen to build further on the solid foundation developed over the years in the market. Malaysia, much like Indonesia, is an evolving digital media market with high growth potential, so it’s no surprise that it has become a strategic focus. I look forward to advancing the company’s superior media quality solutions in these markets.”

Speaking on the APAC expansion and the appointments, Yannis Dosios, chief commercial officer of IAS, remarked, “APAC presents a prime opportunity for IAS to expand its global footprint and connect with a dynamic customer base for long-term growth and market leadership. We’re doubling down on agility and local relevance by building strong, regional teams that understand the nuances of each market, which is key to tailoring our solutions and creating lasting relationships with international and local brands in the region.”

With this recent expansion, IAS’s APAC in-market operations now include Australia, Hong Kong, India, Indonesia, Japan, Korea, Singapore, Thailand and Vietnam.

Singapore – After Tim Hortons APAC and multinational conglomerate Marubeni Corporation entered into an expansion partnership back in March this year, popular coffee chain Tim Hortons finally announced its debut in Singapore around November this year, with its first branch opening at VivoCity.

The expansion plays off into a fierce competition to dominate the coffee scene not only in Singapore but also in Southeast Asia. For instance, despite Flash Coffee announcing its exit in Singapore earlier this year, Indonesian coffee startup Kopi Kenangan made its recent debut in Singapore also this year.

Amidst a growing competition in the Singaporean coffee industry, MARKETECH APAC caught up exclusively with Vaibhav Punj, chief executive officer at Tim Hortons and MGCA Café; to learn more about their marketing strategies to flourish in this diverse consumer market.

Respecting the vibrant coffee scene through local offerings

Punj told MARKETECH APAC that knowing Singapore has a vibrant coffee culture, Tim Hortons immediately ‘felt at home’ already, considering that the chain’s 50-year expertise of coffee brewing and responsibly sourced coffee across the world will fit well to the local tastes of the Singaporean consumer.

“We currently have four different signature coffee blends which are expertly crafted by experienced Coffee Masters and roasted carefully in individual batches by Roast Masters who ensure the highest quality and consistency of each Tim Hortons cup. This commitment to quality also extends to our food where all Sourdough Melts, Donuts & Timbits are freshly prepared daily and always served with care,” he stated.

Singapore as a launchpad to expand offerings to SEA

He further added that Singapore presents an exciting opportunity for Tim Hortons’ expansion into Southeast Asia, driven by compelling factors. 

Citing a report by the International Coffee Organization, the surge in global coffee consumption, notably within Southeast Asia, offers a promising avenue for growth. 

“Leveraging Singapore’s esteemed global position, we see it as an ideal launchpad for Tim Hortons’ offerings in the region. Understanding Singaporeans’ deep passion for coffee, seeing it as more than just a drink but a core part of their lifestyle, resonates with our commitment to delivering exceptional coffee experiences beyond the ordinary,” he explained.

What’s next for Tim Hortons in SEA?

Punj notes that aside from its planned expansion to Malaysia and Indonesia next year after regulation processes, Tim Hortons plans to open more outlets in Singapore: NEX in December, Suntec in January 2024 and One Raffles Place in April 2024.

Aside from this, they are also planning to build an innovation pipeline to introduce more iconic favourites including localised flavours into their menu, and many of these inputs have come from their guests who have been an inspiring source of ideas and feedback.

Lastly, they have also launched their app in Singapore which includes a loyalty program that offers exclusive member benefits and rewards as they spend with them. Punj also added that they are working to enable a seamless ordering experience that includes app and web ordering for dine-in, pre-order pickup and delivery.

“Singapore’s strategic location and the local market’s enthusiasm for innovative coffee brands serve as a catalyst for our expansion plans into Malaysia and Indonesia. This strategic alignment combines market appeal, economic viability, and cultural resonance, positioning Tim Hortons for substantial growth within this vibrant Southeast Asian market,” he concluded.

Indonesia – China-based entrepreneurial public relations and marketing services firm Influence Matters has officially expanded its operations in Southeast Asia with the opening of a new Indonesia hub and the appointment of Emily Xu as managing partner.

The firm’s expansion comes as it adapts to its clients’ expanding regional focus for fast-growing economies, including the SEA region.

Influence Matters’s new office in Indonesia will serve as their hub for SEA operations; it will accompany Chinese B2B tech companies planning to enter the country and the region. The new office will also be working on strengthening existing partnerships and building new ones with like-minded agencies in each market in the region.

The PR and marketing firm aims to provide clients seeking evermore effective and impactful PR programmes with an agency that understands their business, technologies, products, and local market dynamics.

It strategically chose Indonesia, a country with the fastest-growing economy in Asia, for cross-border businesses, with a particular focus on IT, fintech, smart industry, and smart logistics.

Meanwhile, as part of its expansion, Influence Matters also named Xu its new managing partner. A consummate corporate communications strategist, she has been working with the firm for over six years in operational and strategic positions.

In her new role, Xu will oversee and develop the agency’s growing cross-border corporate communications business for international companies in China and Chinese companies expanding in Asia.

Simon Vericel, managing director and founder of Influence Matters, said, “Influence Matters’ mission has always been to bring innovators closer together and innovations closer to markets and customers in Asia by delivering influence through storytelling that reaches business leaders and technology adopters.”

He added, “Our PR and digital communication programmes have helped numerous technology innovators find customers, investors, and partners in China; we are proud to now bring our expertise to SEA and connect more innovators together.”

India – Mumbai-based digital business-to-business (B2B) payments company PayMate has announced its expansion into the Asia Pacific region as part of its global growth journey.

With this expansion, PayMate is now launching its operations in Malaysia, Singapore, and Australia to provide digital payment solutions tailored to the specific needs of each market while maintaining a unified global strategy.

Businesses from the aforementioned markets will now also be able to access PayMate’s solutions, which include digitization and automation of financial processes, invoice discounting, and API-as-a-service for financial institutions.

PayMate’s platform offers seamless integration with existing systems and facilitates expedited payments and efficient cash flow analysis, which businesses can now leverage to improve their working capital management.

The B2B payments firm is also looking to explore potential expansion opportunities in other APAC markets, including Vietnam, Thailand, the Philippines, Hong Kong, and New Zealand.

Meanwhile, in Australia and South Africa, PayMate operates under the name “DuNoMo” as a wholly owned subsidiary.

The B2B payments firm now has established subsidiaries in APAC and the Central and Eastern Europe, Middle East, and Africa (CEMEA) regions.

Ajay Adiseshan, founder and CEO at PayMate, said, “We are delighted to introduce PayMate’s innovative B2B payment solutions in Singapore, Malaysia, and Australia. Our rapid expansion into these countries highlights our commitment to enabling frictionless and highly secure B2B transactions for enterprises. We look forward to contributing to the thriving fintech ecosystems in these markets and to collaborating with local partners to drive the digital transformation of B2B payments.”

Amirreza Sawal, general manager for APAC at PayMate, also added, “PayMate is committed to expanding its footprint in the APAC regions, delivering local businesses with the means to elevate supply chain payments, minimise expenses, and optimise working capital. Our versatile APIs offer effortless integration with third-party functionalities, fostering innovation, scalability, and a competitive advantage. These B2B Payments APIs transcend industry boundaries, serving as an adaptable solution across diverse sectors.”

Hong Kong – Chinese catering group Fulum Group Holdings has entered into a strategic cooperation agreement with Sunpark Holdings, an F&B corporation in Japan, to further expand its diversified F&B offerings.

In this new partnership, Fulum Group will introduce multiple of Sunpark’s F&B brands into the Hong Kong food scene. These brands are ‘Takagi Coffee’ that provides specialty coffee and pancakes; ‘Karubi Kazan’ that offers handcrafted barbeque meat rice bowls; and ‘Hachikian’ that specialises in chicken dishes.

The restaurants will be located in the city centre with high foot traffic to attract the younger generation.

With Sunpark already eyeing Hong Kong as its next destination for expansion, its partnership with Fulum will materialise this plan. Meanwhile, Fulum’s cooperation with Sunpark is expected to further diversify the group’s restaurant portfolio.

This strategic agreement is the result of an initiative organised by the Hong Kong Economic and Trade Office (Tokyo) and InvestHK. The Hong Kong F&B Mission aims to business match and network the F&B corporations in Hong Kong and Japan.

Samuel Yeung, CEO of the Fulum Group, said, “Hong Kong people have always favoured Japanese cuisine. Sunpark offers various specialty F&B brands and has decades of experience and insights of the industry, which is what Fulum is trying to achieve with our diversified restaurant mix. We are very excited about this strategic cooperation. Looking forward, we will continue to closely monitor latest trends and hope to introduce more of Sunpark’s brands in hopes of offering even more gourmet options in Hong Kong.

Ken Takagi, CEO of Sunpark, also shared, “Sunpark is committed to bring quality Japanese food at highest level of hospitality from Japan to the world, one store at a time. We are honoured to partner with a strong partner like Fulum Group. This cements our relationship as family.”

Meanwhile, Leo Tze, acting principal Hong Kong economic and trade representative for Tokyo, commented, “Today I am happy to witness the signing of the first deal resulting from this mission, namely this partnership agreement between Sunpark and Fulum. I wish them every success in their business in Hong Kong. I believe this would be the good start and hope to hear more good news amid ongoing partnership discussion of the participant companies.”

Also speaking on the partnership, Alpha Lau, director-general of investment promotion at Invest Hong Kong, said, “When foreign and local players work together, in a strategic partnership like that of Fulum and Sunpark, I believe the synergy will only mean even more opportunities and growth potential for both sides. This partnership is the result of our collaborated programme with colleagues at Tokyo ETO. Going forward, Invest Hong Kong will continue to work with ETOs around the world to assist more Mainland and foreign companies to set up their base in Hong Kong.”

Madrid, Spain – Madrid Turismo by IFEMA Madrid has officially launched its multi-million Euro campaign initiative that promotes Madrid to the Asian tourism market.

The campaign aims to improve Madrid’s positioning as an outstanding and first-class holiday destination, promote it in long-haul inbound markets, and attract high-value tourists, such as those from Asia.

Spearheaded by the Madrid Experts in Tourism Panel, which serves as the advisory board of Madrid Turismo by IFEMA Madrid, the project will be done under a single brand and in collaboration with the tourism industry of Madrid. With the proposed budget reaching a staggering 36 million euros, the campaign will invest in promotional actions for these long-haul inbound markets until December 2024.

A big part of the campaign is the plan for air connectivity. The project has had conversations with over 10 airlines to establish direct links with strategic destinations in Asia. This will increase the frequency of existing connections and result in the signing of an agreement with Iberia for the new Madrid-Doha air connection to provide 44 new connections in Asia Pacific and 26 in the Middle East. 

Also part of the campaign is the rollout of its promotional activities, which, so far, have been implemented in 16 countries considered preferred destinations for high-value outbound tourism. The promotion will span across major B2B and B2C digital marketing campaigns, campaign sites in 11 languages, the development of branded content pieces in major general and economic media, co-marketing actions with paid media and TTOOs, key opinion leaders (KOLs) and influencer marketing campaigns, presentations at the long-haul inbound markets, and the production and generation of content for the #onlyinmadrid campaign.

Additionally, the digital marketing campaigns will include audiovisual and written content adapted to each specific market and incorporated into social media campaigns, Connected TV, Discovery, Paid Search on Google, and digital presence through native and display ads.

As of now, a total of 20 million euros has already been approved for investment in these five top-tier actions. The budget for these campaigns was distributed by markets and geographic areas to ensure the greatest potential for attracting high-impact international tourism, with the USA and Asian markets getting the highest share.

These campaign initiatives will target high-value markets including the USA, Canada, Latin America, Japan, the Republic of Korea, the Middle East, China, and Southeast Asia.

This project, led by Yolanda Perdomo, director for Madrid Turismo by IFEMA Madrid, is expected to strengthen the Madrid brand internationally, increasing the impact of tourism promotion and marketing activities under the criteria of efficiency, quality, and sustainability.

Daniel Martínez, deputy minister of culture, tourism, and sport, stressed that “Madrid Turismo by IFEMA MADRIOD is a benchmark for public-private collaboration in tourism in Madrid and is already delivering important results”. 

“We will continue to promote this project to intensify the promotion and positioning of Madrid as a tourist destination in distant markets such as North America, Asia-Pacific, and the Middle East,” he added.

Also speaking on the campaign, Almudena Maíllo, delegate for tourism at Madrid City Council Tourism, said, “in Madrid we have made a qualitative leap in our strategy for international promotion. With relevant importance and weight, we are seeing that there has been an exponential growth driven, especially by the North American and Latin American markets, thanks to public-private collaboration”.

Juan Arrizabalaga, managing director of IFEMA MADRID, also added, “Madrid Turismo by IFEMA MADRID is not only strategic for Madrid´s positioning as a preferred destination for high-value tourism at an international level, but also for the different actors that make up the tourism industry and are ambassadors of the Madrid brand. Therefore, we are proud to be at the forefront of the management of this ambitious promotional project and to contribute to it from our position as the main player of business tourism in the country”.

Hong Kong – Restaurant group Tam Jai International (TJI) has announced its plans to expand its presence in the Philippines and Australia. 

For the Philippines, it has announced a potential franchise partnership with a subsidiary of the Philippine conglomerate Suyen Corporation. Meanwhile, for its foray into the Australian market, it has announced a joint venture with ST Group Food Industries Holdings Limited.

TJI entered into a memorandum of understanding and heads of terms with BVCUISINE, a subsidiary of the Philippine conglomerate, Suyen Corporation, in relation to the proposed entry into the Philippine market by way of a franchise arrangement. 

This MoU, made in August this year, will grant an exclusive license to BVCUISINE to set up and operate restaurants under the group’s brands in the Philippines.

Meanwhile, a joint venture company which is 49% owned by TJI and 51% owned by ST Group, has been established and the JV company will be granted the master franchise rights to operate restaurants and associated delivery services under one of the Group’s brands in Australia and New Zealand. 

In addition, the joint venture will be able to enter into further sub-franchise agreements with other partners to facilitate the group’s expansion. TJI also retains the right to open and operate self-operated restaurants in the two countries under the TamJai Yunnan Mixian and TamJai SamGor Mixian brands.

Daren Lau, chairman, executive director and chief executive officer at Tam Jai International, said, “Building upon our investment and the development of a strengthened management team over the past year, we are thrilled to embark on an exciting new chapter for TJI with the introduction of a franchising model as we enter the inaugural Western market, Australia, and the Philippines.”

He added, “In particular, our JV partnership with ST Group, an experienced franchised F&B operator in Australia, not only paves the way for a successful and expedited expansion in Australia, but also establishes a strong foundation for future ventures into other Western markets, propelling our mission to bring ‘Tam Jai Taste’ to the world.”