Singapore-based PR firm, Honda Office, has launched a regional advisory network for its core Japanese to sharpen their communications strategies across Southeast Asia.
Called PR Collective Asia, the network brings senior communications specialists like Yvonne Koh, former Edelman and PayPal communications lead; Matthew Underwood, founder of Vietnam-based Matterhorn Communications; Sophis Kasemsahasin, former FleishmanHillard Thailand managing director; Andy See of Perspective Strategies; Harry Tumengkol, former APCO and Burson-Marsteller executive; and Malyn Molina, president and COO of EON, across Singapore, Thailand, Indonesia, Vietnam, Malaysia and the Philippines to provide on-the-ground insight and counsel for brands expanding beyond Japan.
Japanese corporates are increasingly looking to wider Asian markets as a key growth engine. Ajinomoto is a prime example of a Japanese brand that has adapted its positioning in SEA to tailor products and communications to local cultural and religious contexts instead of exporting a Japan-centric brand narrative.
“As ASEAN’s combined GDP approaches parity with Japan’s, the region is now one of the most vital growth areas for Japanese enterprises,” said Tetsuya Honda, president and CEO of Honda Office. He added that success in these markets depends on understanding local business, cultural and media dynamics—not simply translating existing strategies.
PR Collective Asia will offer advisory services spanning corporate communications, integrated marketing and brand narrative development, with a focus on reputation management and stakeholder engagement in diverse markets.
The launch will be marked by an Asia Insight 2026 conference in Tokyo on June 1, where business leaders, including Ajinomoto president Shigeo Nakamura, will discuss growth strategies in Asia.
Source: Campaign Asia-Pacific