Episode 101: localize or fail
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Looking Outside is for curious people looking for a fresh take on familiar topics, in business and beyond.
Scaling a big American brand globally is not a guaranteed recipe for success any more. Market localization is key to building relevance and trust, especially in Asia. Here, locally founded brands move faster, without the shackles of ‘big brand’ bureaucracy. For leaders in the headquarters of multinational corporations, this type of freedom and pace may feel unusual, but as our guest today explains, it’s the norm in Asia. Joining us is Singapore-based Eugene Lee, CMO of fast-growing premium tea brand CHAGEE. Eugene’s transition from growing US brand McDonald's throughout Asia, to now growing a Chinese brand globally, has afforded him the chance to spot the rule differences in how brands activate across markets. And while the ideas come fast and pace of implementation even faster, Eugene stresses it’s never at the expense of a long term ambition. And that, he says, is giving big global brands a run for their money.
To look outside, Eugene lets the YouTube algorithm to take him down rabbit holes to things recommended to him. Eugene is not a big reader but he particularly enjoys watching reviews of books to catch interesting insights, and then the opposing views.
Eugene is a multiple award-winning Chief Marketing Officer with nearly two decades of experience building brands and driving growth across local, regional, and global markets. Currently APAC CMO at CHAGEE, he leads diverse teams to create work that connects culture, creativity, and commercial results.
With a career shaped by local, regional and international exposure, Eugene brings a sharp understanding of how consumers think, feel, and behave across markets. Known for pairing strong business judgment with creative bravery, he focuses on doing work that matters — building brands that last, teams that grow, and impact that can be measured.
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