Market expansion Archives - MARKETECH APAC https://marketech-apac.com/tag/market-expansion/ Making Marketing for all Wed, 17 Jun 2026 09:14:29 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 https://marketech-apac.com/wp-content/uploads/2023/05/marketech-icon.png Market expansion Archives - MARKETECH APAC https://marketech-apac.com/tag/market-expansion/ 32 32 Crunchyroll to expand into Taiwan and South Korea with localised anime services https://marketech-apac.com/crunchyroll-to-expand-into-taiwan-and-south-korea-with-localised-anime-services/ Wed, 17 Jun 2026 09:14:26 +0000 https://marketech-apac.com/?p=144891 South Korea – Crunchyroll will expand its presence in Taiwan and South Korea, aiming to strengthen the anime ecosystem in both markets as part of its ongoing push across Asia. The expansion was announced by Rahul Purini, President of Crunchyroll. As part of the move, the company plans to increase investments in content, localisation, marketing, […]

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South Korea – Crunchyroll will expand its presence in Taiwan and South Korea, aiming to strengthen the anime ecosystem in both markets as part of its ongoing push across Asia.

The expansion was announced by Rahul Purini, President of Crunchyroll. As part of the move, the company plans to increase investments in content, localisation, marketing, and community initiatives, with a rollout in Taiwan scheduled for this summer and an expansion into South Korea later this year.

The move builds on Crunchyroll’s broader efforts in Asia over the past three years, particularly in India and Thailand. The company said rising multi-generational fandom, mobile-first viewing habits, and fan engagement across streaming, social media, theatrical releases, and conventions are shaping anime consumption across the region.

Crunchyroll confirmed that Taiwan will receive a localised service in summer 2026. Users in the market will gain access to the platform’s catalogue and simulcast lineup, with additional launch details to be announced at a later date.

South Korea has also been identified as a key growth market. The company cited the country’s strong entertainment culture and longstanding affinity with anime and Japanese pop culture as factors supporting the expansion.

The latest move follows Crunchyroll’s recent growth in other Asian markets.

In India, the platform has become one of Crunchyroll’s fastest-growing markets globally. Its catalogue now includes more than 900 titles and over 180 dubbed series in Hindi, Tamil, and Telugu, with dubbed content accounting for more than 65% of viewership. Total watch time has increased 3.5 times, while average viewing time per user has doubled.

Meanwhile, Crunchyroll launched a fully localised service in Thailand in February 2026, offering a Thai-language interface, subtitles, and dubbed content. Since then, viewership in the market has grown fourfold. Thailand currently ranks fourth globally in anime engagement, with fan activity extending beyond streaming to theatrical releases, merchandise, and events such as AFA Thailand.

Crunchyroll added that it will soon unveil its next anime season lineup, which will include around 40 new simulcast titles from Japan.

“Asia is a priority for Crunchyroll because it’s home to some of the world’s most passionate anime communities,” Purini said. “Our ambition is simple: to be the best place for fans to experience anime, wherever they are. That means investing in great content, delivering it in ways that feel local and relevant, and creating experiences that deepen fans’ connection to the stories and characters they love.” 

“In Taiwan and South Korea, we see tremendous opportunity to better serve fans and grow alongside these vibrant communities,” Purini continued. “We’re committed to bringing the right mix of content, accessibility, and local experiences to each market. Our focus is on earning fans’ trust every day by consistently delivering the experience they expect from Crunchyroll.” 

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Philippine Airlines signs agreement to become newest member of oneworld Alliance https://marketech-apac.com/philippine-airlines-signs-agreement-to-become-newest-member-of-oneworld-alliance/ Mon, 08 Jun 2026 01:22:11 +0000 https://marketech-apac.com/?p=143975 Philippines – Philippine Airlines (PAL) has taken a major step towards joining the oneworld Alliance after signing a Memorandum of Understanding (MOU) to become the group’s 16th member airline.  The signing was announced through a press briefing held at the International Air Transport Association’s 82nd Annual General Meeting in Rio de Janeiro, Brazil. Philippine Airlines […]

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Philippines – Philippine Airlines (PAL) has taken a major step towards joining the oneworld Alliance after signing a Memorandum of Understanding (MOU) to become the group’s 16th member airline. 

The signing was announced through a press briefing held at the International Air Transport Association’s 82nd Annual General Meeting in Rio de Janeiro, Brazil.

Philippine Airlines was invited to join oneworld as a member-designate airline by the oneworld Governing Board, comprising the chief executives of all member airlines.

Philippine Airlines will further expand oneworld’s global network, adding 31 unique destinations throughout the Philippines and beyond. 

The airline’s growing international network will support customer demand across Asia, North America, Europe, the Middle East and Australia, complementing existing services currently offered by oneworld members.

Lucio C. Tan III, President at PAL Holdings, said, “This is a defining and transformative moment for Philippine Airlines. Becoming a member of the oneworld Alliance and strengthening Southeast Asia’s representation within the group significantly brings the Philippines and the region closer to the world than ever before. Together with our partners, we will deliver greater choice, consistent journeys, and a world-class travel experience that reflects the warmth of Filipino hospitality.”

Following its entry into oneworld, members of Philippine Airlines’ Mabuhay Miles programme will enjoy reciprocal opportunities to earn and redeem miles and points across all oneworld member airlines. 

The airline’s eligible top-tier customers will also enjoy access to oneworld Priority benefits and access to more than 700 premium airport lounges, including oneworld’s branded lounges in Amsterdam’s Schiphol and Seoul’s Incheon airports, as well as First Class lounges and check-in areas, a benefit unique to oneworld flyers.

“Philippine Airlines’ entry into oneworld supports our long-term strategic growth and strengthens our connectivity across key markets in the Asia-Pacific region,” said Robert Isom, American Airlines Chief Executive Officer and Chairman of the oneworld Governing Board. “The airline has a proud heritage and will serve a critical role in our Southeast Asia network.”

oneworld comprises 15 member airlines, including Alaska Airlines, American Airlines, British Airways, Cathay Pacific, Japan Airlines, Malaysia Airlines, Qantas, Qatar Airways, and SriLankan Airlines, serving nearly 1,000 destinations worldwide. The alliance offers reciprocal frequent flyer benefits, including mileage earning and redemption, lounge access, priority airport services, and additional baggage allowances across its network. 

Commenting on the announcement, Ole Orvér, oneworld Chief Executive Officer, shared, “Philippine Airlines is a globally respected carrier with a strong commitment to innovation and customer service that aligns with oneworld’s reputation for delivering a premium experience across the travel journey. This decision is an endorsement of oneworld, and its global customer offering. We look forward to welcoming Philippine Airlines into the alliance.”

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Mainland cosmetics brand JudyDoll opens first physical store in Hong Kong https://marketech-apac.com/mainland-cosmetics-brand-judydoll-opens-first-physical-store-in-hong-kong/ Thu, 04 Jun 2026 09:31:49 +0000 https://marketech-apac.com/?p=143661 Hong Kong – Invest Hong Kong (InvestHK) has announced that Mainland cosmetics brand JudyDoll has opened its first physical store in Hong Kong, using the city as a launchpad for its broader expansion into overseas markets. Founded in 2017 by Shanghai-based Joy Group, JudyDoll targets younger consumers with its colour-driven product offerings and focus on […]

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Hong Kong – Invest Hong Kong (InvestHK) has announced that Mainland cosmetics brand JudyDoll has opened its first physical store in Hong Kong, using the city as a launchpad for its broader expansion into overseas markets.

Founded in 2017 by Shanghai-based Joy Group, JudyDoll targets younger consumers with its colour-driven product offerings and focus on product quality. The brand also offers Halal-certified products, allowing it to cater to markets with diverse cultural requirements.

InvestHK said it has been providing information and support for JudyDoll’s Hong Kong launch and will continue to assist the brand as it expands, including plans to enter additional core retail districts in the city.

JudyDoll is regarded as an early mover among mainland cosmetics brands expanding overseas, with a presence that already spans Japan, Southeast Asia, Australia, Canada, the Middle East and North America.

Clair Chau, Senior Sales and Marketing Manager of JudyDoll Hong Kong, said, “Hong Kong is where global trends meet. The city’s vibrant makeup culture is deeply connected to its fashionable spirit. We hope to showcase the brand’s vitality, attitude and aesthetics to a wider range of consumers in Hong Kong’s growing and trusted retail market.”

With its Hong Kong store serving as a pilot, the brand is shifting from an online-only model to an omnichannel retail approach as it builds a broader international footprint.

Angelica Leung, Deputy Head of Consumer and Hospitality of InvestHK, said, “We welcome JudyDoll opening its first physical store in Hong Kong. We look forward to the fresh makeup experience and culture brought by JudyDoll’s physical store, alongside its creative online interactions, adding new vibrancy to this city as an international trend hub. We hope the brand will leverage Hong Kong as a go-global platform and further expand into new overseas markets.”

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Ticketmaster enters Philippine market through partnership with SM Prime https://marketech-apac.com/ticketmaster-enters-philippine-market-through-partnership-with-sm-prime/ Sat, 23 May 2026 09:10:43 +0000 https://marketech-apac.com/?p=142496 SM Ticketmaster combines Ticketmaster’s ticketing technology and fraud prevention capabilities with SM Prime’s local market experience and operations.

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Manila, Philippines – SM Prime Holdings and Ticketmaster have launched SM Ticketmaster, a new ticketing service that marks Ticketmaster’s entry into the Philippine market.

The new platform will continue providing ticketing services currently offered through SM Tickets, serving fans, promoters, organisers and venues across the country’s live entertainment sector. The companies said the launch comes amid rising demand for live experiences in the Philippines, including concerts, sports events and other live shows.

SM Ticketmaster combines Ticketmaster’s ticketing technology and fraud prevention capabilities with SM Prime’s local market experience and operations.

“Our goal is to make the ticket-buying experience more reliable, secure and convenient for customers,” said Jeffrey C. Lim, President of SM Prime. “Through this partnership, we are combining Ticketmaster’s global ticketing technology with our local operating expertise to support the next phase of live entertainment in the Philippines.”

The company said SM Ticketmaster will work with third-party venues, promoters and organisers across concerts, sports and other live events. It will also support SM Prime-owned venues, including SM Mall of Asia Arena, SMDC Festival Grounds and the upcoming SM Seaside Cebu Arena.

“Fans in the Philippines are showing strong and growing demand for live experiences, from major international tours to sports and local shows. For Ticketmaster, this is an important new market and a natural next step in our international expansion,” said Jim Kotsonis, Regional Vice President, APAC, Ticketmaster. “SM Ticketmaster will give fans a simpler way to buy tickets and organisers stronger tools to manage their events.”

The venture will be led by Mike Mangubat and will provide end-to-end ticketing services for promoters, organisers and venues, including event operations, marketing and customer service support.

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TEAM LEWIS expands Singapore operations with new state-of-the-art production studio https://marketech-apac.com/team-lewis-expands-singapore-operations-with-new-state-of-the-art-production-studio/ Fri, 22 May 2026 04:36:01 +0000 https://marketech-apac.com/?p=142352 Singapore – Global marketing agency TEAM LEWIS Singapore has opened its new office at Orchard Gateway @ Emerald, featuring a state-of-the-art creative studio designed to support its global client base. The Singapore studio includes a 5.4m x 2.8m LED wall and marks the agency’s second studio investment in the region, following its Kuala Lumpur office. […]

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Singapore – Global marketing agency TEAM LEWIS Singapore has opened its new office at Orchard Gateway @ Emerald, featuring a state-of-the-art creative studio designed to support its global client base.

The Singapore studio includes a 5.4m x 2.8m LED wall and marks the agency’s second studio investment in the region, following its Kuala Lumpur office. It houses the Pacific Creative Hub (PCH), a production team specialising in creative design, UI/UX, website development and video production.

The new office occupies approximately 6,000 sq ft on level 7 of Orchard Gateway @ Emerald and includes floor-to-ceiling windows, a fully equipped studio, and multiple meeting rooms. It is designed to accommodate future team expansion.

The Singapore facility forms part of TEAM LEWIS’ wider network of global studios, supporting a “follow-the-sun” production model that enables collaboration across time zones for international clients.

Pamela Tor Das, VP of TEAM LEWIS Singapore and Emerging Markets, said, “This new Singapore office is a major step forward for our team and clients. With a purpose-built creative studio, we can collaborate faster, produce at a higher level, and bring integrated ideas to life under one roof. Just as importantly, it strengthens how we operate across the region, and we continue to deepen our capabilities and investment in Indonesia, where we see strong momentum and growing demand.”

She added, “This move reflects our ambition to expand our talent, broaden our specialist vertical expertise, and deliver more impact for brands that want to lead in a fast-changing landscape.” 

The office move also aligns with the agency’s global expansion into new service verticals, including defence, energy and healthcare.

For more than a decade, TEAM LEWIS has provided services in Singapore spanning research and analytics, public relations, creative, social media, digital marketing, brand reputation, corporate communications and crisis management.

Keso Kendall, SVP of TEAM LEWIS APAC, said, “As we open the doors to our new Singapore office, we’re making a clear statement about the future we’re building in APAC. This space is designed for the way modern communications work: fast, visual, content-led and always-on.”

Kendall continued, “With a state-of-the-art studio at its core, it’s a tangible investment in creativity and craft, so we can create, produce and amplify standout work for our clients in real time. Just as importantly, the additional capacity gives us room to scale our global practice areas, including Defence, Healthcare and Energy, from Singapore as a regional hub.” 

TEAM LEWIS Singapore continues to deliver integrated campaigns across multiple channels, with clients including Audi Singapore, CapitaLand Malls, Pizza Hut and SportSG.

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Little Caesars brings HOT-N-READY menu to Malaysia with first store launch in May 2026 https://marketech-apac.com/little-caesars-brings-hot-n-ready-menu-to-malaysia-with-first-store-launch-in-may-2026/ Fri, 22 May 2026 03:04:09 +0000 https://marketech-apac.com/?p=142346 Malaysia – US pizza chain Little Caesars is set to enter Malaysia with its first restaurant scheduled to open in Damansara on May 24, 2026. The first outlet will be located at 39G, Jalan SS 21/37, Damansara Utama, 47400 Petaling Jaya, Selangor. Additional locations are expected to open in the following weeks, with a grand […]

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Malaysia – US pizza chain Little Caesars is set to enter Malaysia with its first restaurant scheduled to open in Damansara on May 24, 2026.

The first outlet will be located at 39G, Jalan SS 21/37, Damansara Utama, 47400 Petaling Jaya, Selangor. Additional locations are expected to open in the following weeks, with a grand opening celebration planned for July 2026 in Bandar Puteri Puchong.

The Malaysia debut will introduce menu items including the HOT-N-READY® Classic Pepperoni Pizza and Crazy Puffs Pepperoni, alongside locally adapted offerings such as the Chicken Hawaiian, 3 Cheese Edge to Edge, and Classic Veggie pizzas.

The brand said its Malaysia strategy will balance its global core menu with regionally inspired flavours, with an emphasis on freshness, convenience and value.

The expansion is led by franchisees Dato’ Vincent Choo and Datin Cynthia Cheong, who operate multiple quick-service restaurant brands in the country and bring prior experience in local market development.

They said the rollout will focus on maintaining operational consistency and guest experience across outlets as the brand scales in Malaysia.

“We’re proud to introduce Little Caesars to Malaysia and share its world-famous pizza with our community,” said Dato’ Vincent Choo and Datin Cynthia Cheong. “We believe there is strong demand for high-quality, affordable pizza, and we’re excited to bring something new and exciting to the local dining scene.”

The Malaysia launch marks part of Little Caesars’ wider international expansion strategy as it continues to enter new markets globally.

Paula Vissing, President and Chief Executive Officer at Global Retail, said, “Launching in Malaysia marks an exciting milestone as we continue to grow our global footprint. We’re thrilled to introduce Malaysian guests to our delicious offerings made with fresh ingredients and incredible value. With Malaysia’s dynamic food culture and strong sense of community, we’re excited to become part of this thriving market.”

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tantan reintroduces brand globally with new positioning and Singapore HQ https://marketech-apac.com/tantan-reintroduces-brand-globally-with-new-positioning-and-singapore-hq/ Fri, 15 May 2026 07:17:57 +0000 https://marketech-apac.com/?p=141931 Singapore – tantan has unveiled a new brand identity and strategic positioning as it expands its international ambitions, with the company also establishing Singapore as its global headquarters for APAC and international operations. The China-born dating platform is relaunching under the positioning “Date Better”, marking what the company describes as a broader effort to reposition […]

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Singapore – tantan has unveiled a new brand identity and strategic positioning as it expands its international ambitions, with the company also establishing Singapore as its global headquarters for APAC and international operations.

The China-born dating platform is relaunching under the positioning “Date Better”, marking what the company describes as a broader effort to reposition the platform for a more global and culturally diverse audience. The relaunch includes a refreshed visual identity, updated app experience, and planned investments in AI-powered safety and matchmaking features.

As part of the rebrand, tantan said it will roll out enhanced trust and safety tools, refreshed UI and UX features, and AI-driven capabilities aimed at improving user verification, moderation, and match relevance. The company is also introducing more community-led and culturally localised features, including interest-based discovery and horoscope content inspired by Asian traditions. The full roadmap will be shared in the next phase of global reintroduction.

Furthermore, the company’s new positioning reflects its focus on more intentional and authentic dating experiences, while continuing to position itself within the casual dating category amid wider shifts in the online dating industry toward long-term matchmaking platforms.

tantan also emphasised that it “takes a progressive, respectful approach to sex positivity: and that it recognises that attitudes toward dating, relationships, and intimacy are evolving across Southeast Asia, and the platform should reflect and celebrate the shift.

The company’s decision to base its international headquarters in Singapore comes as it deepens its focus on markets including Malaysia, Thailand, Hong Kong, Taiwan, and the US. The company said future growth plans will involve localised campaigns, partnerships, and on-ground community activations tailored to individual markets.

According to tantan, the relaunch also aims to reshape perceptions of the platform as it enters a new phase of international growth.

Willynn Ng, Regional Head, International Markets at tantan, said, “Our global reintroduction is about more than a new look. It is about redefining tantan’s narrative as a safe and innovative platform for a new generation. By anchoring our APAC hub in Singapore and prioritizing interest based discovery, we are setting a new standard for authentic, secure and meaningful connections on a global scale.” 

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BE WTR accelerates SEA push through Porla deal, Thailand expansion https://marketech-apac.com/be-wtr-accelerates-sea-push-through-porla-deal-thailand-expansion/ Wed, 13 May 2026 07:31:20 +0000 https://marketech-apac.com/?p=141659 Bangkok, Thailand – Swiss-founded premium water company BE WTR is accelerating its Southeast Asia expansion with the acquisition of Porla’s operations in Singapore and Hong Kong, alongside a new licensing partnership in Thailand. The move deepens BE WTR’s foothold in Asia’s premium food-and-beverage sector, adding more than 300 hospitality and corporate clients to its network […]

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Bangkok, Thailand – Swiss-founded premium water company BE WTR is accelerating its Southeast Asia expansion with the acquisition of Porla’s operations in Singapore and Hong Kong, alongside a new licensing partnership in Thailand.

The move deepens BE WTR’s foothold in Asia’s premium food-and-beverage sector, adding more than 300 hospitality and corporate clients to its network while doubling its Singapore team. 

Existing Porla agreements will transition to BE WTR, bringing hotels and restaurants including Raffles Hotel Singapore, Grand Hyatt Singapore, Hilton Singapore Orchard, and Four Seasons Hotel Singapore under its operational umbrella.

Founded in Switzerland, BE WTR has built its business around a proposition that challenges one of luxury hospitality’s longest-standing assumptions: that premium bottled water must be imported, often from Europe, to signal quality.

“We are proud to expand our presence in Southeast Asia through the acquisition of Porla’s activities in Singapore and Hong Kong, as well as partnering with them to further develop the water solutions industry in Thailand,” said Mike Hecker, Founder & CEO of BE WTR.

“More importantly, we are challenging a long-standing industry assumption: that premium hospitality must rely on imported water. Premium hospitality has, for too long, equated quality with distance. Shipping a glass bottle across the globe only to use it once is no longer defensible environmentally or economically,” he added.

The expansion comes as Asia’s hospitality sector faces rising scrutiny over sustainability practices, particularly around imported bottled water, which remains standard across many luxury hotels and fine-dining establishments from Singapore to Hong Kong. 

In Singapore alone, an estimated 30 million imported glass water bottles enter the market annually, according to the company.

Porla, which has operated in the region since 2015 as a distributor for European water solutions systems, will continue working with BE WTR through its Thailand partnership.

“BE WTR delivers the vision the region has been waiting for, combining quality, sustainability, and operational excellence,” said Peter Ulrich, Director of Porla.

“Our clients now benefit from a truly differentiated product without compromising on the high level of service they expect. I am especially excited to continue this journey in Thailand, where demand for premium and sustainable hospitality solutions is accelerating,” he added.

BE WTR positions itself as a locally bottled alternative to imported mineral water brands, using Swiss-engineered filtration systems that remove pollutants and microplastics while retaining minerals. 

Its reusable glass bottles are designed to circulate more than 300 times through a closed-loop sanitisation system.

The company has operated in Singapore since 2022 and now spans more than 10 markets globally, including China, where it runs bottling facilities in Shanghai, Beijing, and Xiamen. 

Thailand marks its latest Southeast Asian growth market as tourism rebounds and hotels race to balance luxury positioning with increasingly visible sustainability commitments.

“In a world shaped by climate pressures, rising energy costs, and fragile supply chains, the future belongs to locally produced, high-quality solutions,” said Hecker.

He added, “Today, our water is served in over 100 Michelin-starred restaurants globally. It is becoming a new benchmark, not just for quality, but for responsibility.”

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Brochu Walker enters Korean market with upcoming Seoul flagship launch https://marketech-apac.com/brochu-walker-enters-korean-market-with-upcoming-seoul-flagship-launch/ Mon, 11 May 2026 03:52:21 +0000 https://marketech-apac.com/?p=141463 South Korea – Brochu Walker, the Los Angeles-based quiet luxury womenswear label, has announced its expansion into South Korea alongside the appointment of Cha Joo-young as its first Korean brand ambassador. The announcement marks a key milestone for the brand, which will open its first international flagship store in Seoul this July in Dosan Park. […]

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South Korea – Brochu Walker, the Los Angeles-based quiet luxury womenswear label, has announced its expansion into South Korea alongside the appointment of Cha Joo-young as its first Korean brand ambassador.

The announcement marks a key milestone for the brand, which will open its first international flagship store in Seoul this July in Dosan Park. The store is scheduled to open on July 18, 2026.

Located across five floors, including two dedicated retail spaces and a private VIP suite designed by Blurker Design Studio, the flagship is conceived as an immersive expression of the Brochu Walker brand universe, combining California-inspired ease with a more architectural, refined spatial concept.

The expansion underscores Brochu Walker’s continued global growth and its positioning within the evolving definition of modern luxury, emphasising intention, quality, and understated design.

Founded in 2008, the brand has built a following in the United States and internationally through its “Luxury to Live In” philosophy, focusing on versatile pieces designed for everyday wear. Its collections include knitwear, soft tailoring, and minimalist silhouettes that blend relaxed Californian aesthetics with a more polished sensibility.

Brochu Walker has also established visibility within the global fashion and celebrity landscape, with its pieces worn by figures such as Meghan Markle, Oprah Winfrey, Jennifer Lopez, Julia Roberts, and Reese Witherspoon and featured in publications including Vogue, ELLE, Harper’s Bazaar, and Forbes.

Meanwhile, the appointment of Cha Joo Young reflects what the brand describes as a natural alignment in values, with the actress recognised for her understated presence and quiet confidence, aligning with the label’s approach to modern femininity.

The Seoul flagship is intended to extend the brand’s design philosophy into physical retail, reflecting its California roots while engaging with Seoul’s strong appreciation for detail, materiality, and silhouette.

Karine Dubner, CEO and Chief Creative Officer of Brochu Walker, said, “Seoul is one of the most influential fashion markets in Asia today. The customer is incredibly discerning. She values quiet luxury, premium materials, and pieces that feel personal rather than loud. In Korea, how you dress is a form of respect. That emotional relationship with clothing mirrors how we design. For us, Seoul isn’t simply an expansion, but a conversation we’ve been wanting to have for a long time.”

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Fei Siong Group brings Halal Chinese hawker concept Encik Tan to Malaysia https://marketech-apac.com/fei-siong-group-brings-halal-chinese-hawker-concept-encik-tan-to-malaysia/ Mon, 11 May 2026 03:03:52 +0000 https://marketech-apac.com/?p=141449 The launch marks the company’s first expansion into Malaysia, following the brand’s existing footprint of 21 outlets in Singapore and one in Jakarta.

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Kuala Lumpur, Malaysia – Singapore-based halal-certified hawker concept Encik Tan has officially entered the Malaysian market with the opening of its first outlet at Sultan Abdul Aziz Shah Airport.

The brand, which operates under Singapore’s Fei Siong Group, opened the new outlet on 6 May 2026 at Lot G17 of the airport. The launch marks the company’s first expansion into Malaysia, following the brand’s existing footprint of 21 outlets in Singapore and one in Jakarta.

Encik Tan focuses on halal Chinese-style hawker food aimed at providing accessible street food classics for Muslim diners and travellers. While the Malaysian outlet is currently in the process of obtaining halal certification in accordance with the requirements of Jabatan Kemajuan Islam Malaysia, the brand said its menu is prepared using halal-certified ingredients.

The outlet occupies about 1,800 square feet and can accommodate up to 50 seated diners. The space features a contemporary interior design with banquette seating, armchairs and tables, along with a backlit mural and open ordering counter reflecting the brand’s orange-and-white visual identity.

Encik Tan’s entry into Malaysia is being carried out through a partnership with Bake With Yen, a Malaysian baking supplies retailer that has been serving the country’s food and hospitality sector for more than three decades. The collaboration aims to support the brand’s expansion and operational scaling within the Malaysian market.

“Subang SkyPark presented a timely opportunity for Encik Tan to enter the Malaysian market – from the heart of Singapore to the heart of Kuala Lumpur – bringing heritage hawker flavours loved by the masses that is honest, nostalgic and full of comfort.” said Tan Kim Siong, Founder and Managing Director of Fei Siong Group.

“This opening kickstarts our regional expansion into Malaysia, with further outlets planned across key cities including Johor and Kuala Lumpur, in line with the Group’s broader long-term expansion ambitions.”

Founded in 2014, Encik Tan has built its reputation around familiar hawker dishes such as fishball noodles and chicken cutlet curry rice. The brand reports that more than 10 million bowls of its fishball noodles have been sold to date, along with over 1.5 million plates of chicken cutlet curry rice.

Looking ahead, Fei Siong Group said it aims to continue expanding Encik Tan across Southeast Asia, with future plans that may include markets such as Australia and the United Kingdom, as well as exploring ready-to-eat product formats.

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