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US-Japan ties strengthen markets, crypto rides the wave

The US-Japan trade deal stands out as a major driver, signalling stronger economic ties between two of the world’s largest economies. Over the weekend, the US and the European Union also finalised a trade agreement, albeit one that introduces 15 per cent tariffs on European exports to the US.

Despite the tariffs, the resolution of this deal has been broadly welcomed as a step toward easing trade tensions, fostering a risk-on environment where investors feel emboldened to dive into equities and step back from safe-haven assets like gold.

I see a complex but largely encouraging picture emerging, though one that’s not without its potential pitfalls. Let’s talk about it.

Trade deals fuelling optimism

The US-Japan trade agreement has injected a dose of positivity into global markets. By reducing uncertainties and paving the way for increased trade, this deal promises to strengthen economic activity between these two powerhouses.

Japan, a major player in manufacturing and technology, stands to benefit from easier access to US markets, while American firms could see new opportunities in Japan. This development aligns with a broader narrative of thawing trade relations, which had been strained in recent years by tit-for-tat tariffs and geopolitical friction.

Meanwhile, the US-EU trade deal adds another layer to the story. The inclusion of 15 per cent tariffs on European exports might seem like a wrinkle, but the fact that negotiators reached an agreement at all has outweighed that concern for many investors. After months of saber-rattling and fears of an all-out trade war, this deal offers a measure of stability. It suggests that both sides prefer cooperation over confrontation, even if the terms aren’t perfect.

Also Read: Markets on the move: Trade talks, housing slumps, and crypto whales stirring

This resolution reflects a pragmatic approach by the Trump administration, avoiding the escalation that markets had braced for. The tariffs will undoubtedly raise costs for some European exporters, but the clarity provided by the deal could encourage businesses to adapt and invest with greater confidence.

US markets riding the wave

The US stock markets have wasted no time capitalising on this upbeat mood. The S&P 500 climbed 0.40 per cent to notch a fresh record high, while the Nasdaq followed suit with a 0.24 per cent gain. The Dow Jones Industrial Average also joined the rally, posting a 0.47 per cent increase.

These gains underscore the strength of the US corporate sector, which has delivered a solid earnings season so far. Companies across industries have reported resilient profits, defying earlier worries about slowing growth. For investors, this combination of strong fundamentals and positive trade news has been a green light to push equities higher.

The VIX, often dubbed Wall Street’s fear gauge, offers another clue to the prevailing sentiment. It slipped from 15.39 to 14.93, a modest but meaningful drop that signals reduced anxiety about market volatility.

Historically, a VIX below 20 indicates a relatively calm market, and this easing aligns with the risk-on vibe. This decline reflects a collective sigh of relief among traders, who see fewer immediate threats on the horizon. However, it’s worth noting that the VIX remains above its long-term average, suggesting that some underlying caution persists.

Bond yields and the dollar tell a mixed story

In contrast to the stock market’s exuberance, US Treasury yields have painted a more complicated picture. The 10-year yield edged down by 0.8 basis points to 4.388 per cent, while the two-year yield ticked up by 0.7 basis points to 3.923 per cent. This divergence hints at differing expectations for the short and long term.

The dip in the 10-year yield suggests that investors anticipate stable or even lower interest rates over the longer haul, perhaps due to confidence in the Federal Reserve’s ability to keep inflation in check. Conversely, the slight rise in the 2-year yield could reflect near-term uncertainty, possibly tied to upcoming economic data or speculation about rate hikes.

The US Dollar Index, up 0.28 per cent, has also benefited from this environment. A stronger dollar often accompanies positive sentiment about the US economy, and the trade deals have reinforced that narrative.

Meanwhile, gold took a hit, dropping 0.93 per cent as investors shed safe-haven assets in favour of riskier bets. Brent crude oil also slipped 1.1 per cent to US$68 per barrel, which might signal concerns about global demand despite the trade optimism.

Asian markets and crypto add context

Across the Pacific, Asian equities have shown a more cautious response. Last week, many markets closed lower as investors eyed this week’s Federal Open Market Committee meeting and the approaching US trade tariff deadline.

Today’s early trading saw a mixed start, contrasting with US equity index futures, which point to a higher open stateside. This regional divergence suggests that while the US enjoys a tailwind, Asia remains wary of unresolved trade issues and their local economic implications.

Also Read: What’s next for markets: Navigating trade threats, earnings, crypto and central bank signals

The cryptocurrency market, however, has mirrored the broader risk-on sentiment with its flair. Bitcoin, hovering near US$119,000, shrugged off a massive sale by Galaxy Digital, which unloaded 80,000 BTC worth over US$9 billion for a Satoshi-era investor.

Prices dipped briefly from $118,000 to $115,000 before bouncing back by Sunday. Analysts point to this resilience as evidence of Bitcoin’s maturation into a liquid, robust market. It’s a testament to how far the crypto industry has come since its volatile early days.

Ethereum, meanwhile, has stolen the spotlight. It’s spot ETFs raked in US$1.85 billion in net inflows for the week ending July 25, 2025, dwarfing Bitcoin ETFs’ US$72.06 million. Over the past three weeks, Ethereum ETFs have amassed US$4.94 billion, bringing their total net assets to US$20.66 billion.

This surge ties into what some refer to as the Utility Season narrative, where investors are drawn to Ethereum’s versatility in decentralised finance, NFTs, and beyond. Bitcoin’s store-of-value appeal remains strong, but Ethereum’s growth hints at a shift toward assets with broader functionality. I see this as a fascinating evolution in how investors weigh risk and reward.

What’s next?

From my perspective, the global risk sentiment feels like a tightrope walk. The trade deals and US earnings have laid a solid foundation, but the mixed signals from bonds, Asia, and commodities remind us that confidence is fragile.

The crypto market’s strength, particularly Ethereum’s rise, adds an intriguing dimension, suggesting that risk appetite extends beyond traditional assets.

Looking ahead, this week promises a deluge of data that could either solidify or shake this optimism. The US second-quarter GDP report, the July Personal Consumption Expenditures (PCE) index, and the July jobs report will provide a clearer view of the economy’s health.

Monetary policy decisions from the US, Canada, and Japan will also loom large, as central banks grapple with growth and inflation. The August 1 reciprocal tariff deadline adds another wildcard; any misstep could dent the current mood.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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The taste of innovation: Southeast Asia’s emerging F&B tech startups to watch

Southeast Asia’s food and beverage (F&B) technology industry is experiencing dynamic growth, driven by urbanisation, a rising middle class, and high smartphone penetration.

Valued at US$667 billion in 2023, the F&B market is projected to reach US$900 billion by 2028, with e-commerce food sales expected to hit US$38 billion by 2025. Key trends include digital transformation, with cloud kitchens and delivery platforms like GrabFood and GoFood gaining traction, alongside AI-driven personalisation and advanced logistics.

Health-conscious eating is surging in this part of the world. Sustainability is also critical, as 65 per cent of consumers prefer eco-transparent brands. Quick-service restaurants (QSRs) leverage mobile apps and data analytics to enhance customer experiences and optimise operations, with the sector projected to reach US$23.83 billion by 2027.

Thankfully, emerging startups are capitalising on these trends, innovating with plant-based and lab-grown foods to meet diverse consumer demands. This vibrant ecosystem, supported by over US$230 billion in foreign investment in 2023, positions the region as a global F&B-tech hub.

Also Read: Automation, not apps: The next frontier in Southeast Asia’s F&B tech innovation

In this article, we bring you some of the emerging F&B tech startups that are driving the growth of the overall F&B industry in the region.

Kamereo (Vietnam)

Founded year Description Founder Total funding Key Investors
2018 A B2B marketplace platform that offers multi-category grocery products. Its product catalogue includes items like fruits and vegetables, alcohol, meat, and seafood Hiroshi Tokaku US$15 million Genesia Ventures, Velocity Ventures Vietnam, Sumitomo, Mitsubishi UFJ Capital, Raizon Holdings, Quest Ventures, Charoen Pokphand Foods, and Index-Asia

Oddle (Singapore)

Founded year Description Founders Total funding Key Investors
2014 It provides software solutions for restaurants. These solutions encompass online menu creation, online ordering, and reservation management Jonathan Lim, Alan Goh, Yong Xiang Pua US$5.72 million East Ventures, Altara Ventures, TNF Ventures, and SPH Ventures

Umami Bioworks (Singapore)

Founded year Description Founders Total funding Key Investors
2020 A provider of cultivated seafood alternatives. It has developed a cat treat using cell-cultivated “Zish” derived from ocean snapper, employing cell biology and machine Mihir Pershad and Georg Baunach US$2.4 million Better Bite and Genedant.

Hungry Hub (Thailand)

Founded year Description Founders Total funding Key Investors
2014 A platform offering dining deals and restaurant booking services. It  enables users to search for restaurants based on their locations Surasit Sachdev, Wannasiri Aramwattananont, Kamolporn Thedratanawong, and Ravidas Sachdev US$450,000 ORZON Ventures, Expara, 500 Global, and ECG-RESEARCH

Mosaic Solutions (The Philippines)

Founded year Description Founder Total funding Key Investors
2016 A provider of inventory management solutions for the hospitality industry. Its features include inventory management, cloud-based reporting, and POS capabilities Brett Doyle US$7.5 million Investible, IdeaSpace, Kickstart Ventures, Gentree, and Sierra Madre

QueQ (Thailand)

Founded year Description Founder Total funding Key Investors
2013 It provides solutions for restaurants to manage queues. Customers can book a spot in advance and receive a queue number via a mobile app, which helps restaurants manage their lines Rungsun Joh Promprasith US$2.8 million True Incube and BonAngels Venture Partners

Prefer (Singapore)

Founded year Description Founders Total funding Key Investors
2022 It offers an alternative coffee product made without traditional coffee beans. The company promotes its product as a more affordable and sustainable coffee option Jake Berber and Ding Jie Tan US$2 million Forge Ventures and 500 Global

Aurelia Insights (Malaysia)

Also Read: F&B spending in SEA is back to pre-pandemic levels: Report

Founded year Description Founders Total funding Key Investor
2021 It has developed auRELIA that automates and digitises food safety workflows for F&B manufacturers Arvindran Salyah and Christin Theresa Lim Not available Antler

Flavorist (Singapore)

Founded year Description Founder Total funding Key Investors
2024 A platform that facilitates the discovery and sharing of flavour combinations. It functions as a social media platform designed to assist home chefs, foodies, and culinary enthusiasts Shivapakiam Pooniamoorthi and Rajesh Stanley Not available Not available

Tasted Better (Thailand)

Founded year Description Founders Total funding Key Investors
2018 The startup operates a restaurant that serves various dishes and beverages. It specialises in innovative, healthier food products, such as low-carbohydrate and gluten-free options Perada Oyo Pearl Suponpun and Khanuengnid Sriphila Not available Not available

SeIndonesia (Indonesia) 

Founded year Description Founders Total funding Key Investors
A restaurant serving multiple dishes. It specialises in quick-service dining with a focus on smoked beef and chicken dishes Rinaldi Dharma Utama, Christian Natanael, Bayu Soedjarwo US$9.66 million Insignia Ventures Partners and Argor Capital Management

FoodToo (Singapore)

Founded year Description Founder Total funding Key Investors
2024 A platform that offers surplus food and connects consumers with local businesses. The platform aims to address issues like excess shelf inventory and unsold food Kelvin Yap Not available Not available

Mottainai Food Tech (Singapore)

Founded year Description Founders Total funding Key Investors
2022 It develops upcycled food products from food waste. This company transforms food manufacturing byproducts into new food offerings Chin Wee Heng, Que Zheng, and Daryl Pek Not available Not available

Data courtesy: Tracxn

The image was generated by ChatGPT.

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How OneCFO is transforming startup finance in Southeast Asia

Echelon Philippines 2025 on 2-3 Sept unites OneCFO and PH’s top tech disruptors in Manila. Be part of the movement!

The OneCFO team at Echelon Singapore on 10-11 June 2025 held at Suntec City Singapore

Startup founders are often stretched across product development, hiring, operations, and investor relations—leaving financial strategy underdeveloped or pieced together through makeshift tools. Without proper oversight of cash flow, compliance, and capital planning, even high-potential businesses can face unnecessary friction in operations, scaling and growth. 

This challenge is especially prevalent in Southeast Asia, where the ecosystem is gaining momentum but still lacks widespread access to strategic finance support tailored for early-stage and growing ventures. Many startups operate without the clarity, agility, or discipline that a dedicated finance function provides—putting them at a disadvantage when competing for investor attention, establishing and scaling their operations, ensuring compliance, and even preparing for regional expansion.

At Echelon Philippines 2025, OneCFO will demonstrate how its tech-enabled platform directly responds to this gap. By automating essential finance functions and providing real-time insights, it empowers founders to shift from reactive decision-making to proactive financial leadership. In doing so, it lays a stronger foundation for sustainable growth and capital readiness.

Also read: OneCFO bags US$500K to automate financial management for Philippine SMEs

The market demands scalable, tech-enabled financial solutions

Across Southeast Asia, entrepreneurs routinely grapple with disorganised financial records, delayed reporting, non-compliance issues, and a lack of investor-ready metrics. These inefficiencies not only hinder operational visibility but also jeopardise funding timelines and strategic growth.

OneCFO was created to solve this problem at scale. Its mission is clear: make CFO-level support accessible to startups and small businesses without the cost and burden of a full-time finance team. Through its CFOTech platform, it delivers integrated services—bookkeeping, tax compliance, payroll, and strategic financial advisory—powered by AI-driven workflows and real-time dashboards. The result is faster decision-making, improved compliance, and greater financial discipline.

What differentiates OneCFO is the strength of its team and its founder-first approach. Built by startup operators who’ve led finance and tech for venture-backed companies across Asia Pacific, the team brings value-adding strategic and operational insights and know-how to their clients. They’ve not only helped companies raise capital but also guided them through corporate and financial structuring, product and market expansion, and fostering scalable and sustainable growth. This unique blend of hands-on venture building experience from startup to exit, and robust financial technology positions OneCFO as a transformative partner for businesses aiming to professionalize and digitize their finance functions so they can achieve greater heights.

Also read: SEA fintech sees 31% funding rebound in H1 2025 amid early-stage decline

OneCFO is joining the movement at Echelon Philippines 2025

The OneCFO team at Echelon Singapore on 10-11 June 2025 held at Suntec City Singapore

As the Philippine startup ecosystem shifts from early-stage experimentation to growth and funding readiness, the need for financial clarity and strategic execution becomes critical. OneCFO supports this transition by providing the infrastructure startups need to secure investor confidence, attain operational readiness, scale, stay compliant, and achieve the next milestones. Their presence at Echelon Philippines 2025 underscores the increasing demand for smarter, founder-first finance solutions in the region.

Echelon Philippines 2025 focuses on capital readiness, ecosystem-wide collaboration, and actionable playbooks for high-growth sectors. Hosted by e27 in partnership with Brainsparks, this two-day conference on 2–3 September 2025 at Hall 4, SMX Convention Center Manila brings together the region’s leading founders, investors, corporates, and policymakers for a powerful convergence of ideas and action.

Expect content stages, exhibitions, panel discussions, and dynamic knowledge-sharing activities designed to equip you with practical strategies, open new market pathways, and elevate your brand’s visibility. Whether you’re scaling your company, exploring new opportunities, or showcasing innovation, Echelon Philippines 2025 offers a rare chance to connect, learn, and grow.

Secure your spot now — join as a participant, exhibitor, or official partner, and be part of the movement shaping the future of the Philippine tech ecosystem.

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This article is produced by the e27 team

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Southeast Asia’s crypto race heats up: Can Indonesia stay ahead?

Calvin Kizana, CEO of Tokocrypto

The cryptocurrency industry in Southeast Asia is entering a new, more competitive phase. Countries across the region are racing to create crypto-friendly regulations and attractive incentives to drive the growth of blockchain and digital asset-based economies. Among the frontrunners are Thailand and Vietnam, which have taken bold strategic steps to position themselves as regional digital asset innovation hubs.

Thailand’s government recently announced a personal income tax exemption for users of local crypto exchanges, offering a 15 per cent tax break. This policy, effective until December 31, 2029, signals the country’s serious intention to solidify its status as a crypto hub in Asia. The tax incentive creates more space for both retail and institutional investors to participate legally and profitably in the digital asset ecosystem.

Meanwhile, Vietnam has shown strong ambition through the passage of its Digital Technology Industry Law on June 14, 2025. The law places cryptocurrencies within a formal regulatory framework, applying strict anti-money laundering (AML) and anti-terrorism standards. Like Indonesia, Vietnam classifies crypto as a digital asset, but it now leads in terms of legal clarity and a well-defined technology adoption roadmap.

According to the Global Crypto Adoption Index 2024 by Chainalysis, Vietnam ranks 5th, while Thailand holds the 16th position. Indonesia currently stands at 3rd globally — a dominant position that could be threatened if strategic actions are not taken to strengthen the local industry.

Indonesia must act in unity to advance its crypto industry

Across the region, experts are calling for stronger collaboration and clearer regulatory frameworks to keep pace with fast-moving crypto innovations. Calvin Kizana, CEO of Tokocrypto, echoes this sentiment, noting, that the rapid developments in neighbouring countries should serve as both a wake-up call and a source of motivation for Indonesia to further enhance its crypto ecosystem.

Also Read: Markets on the move: Trade talks, housing slumps, and crypto whales stirring

“Indonesia has huge potential as a crypto market, but we cannot afford to be complacent. To stay ahead of Vietnam and Thailand, we need strong synergy between the government, industry players, and the public to create supportive regulations, provide widespread education, and offer incentives that drive adoption,” he said.

He suggested that Thailand’s tax incentives could serve as a reference point for Indonesia to develop more supportive fiscal policies. Meanwhile, Vietnam’s regulatory approach could inspire the creation of a clear and secure legal framework for investors and tech developers.

“With progressive regulation, cross-sector collaboration, and shared commitment, we believe Indonesia’s crypto industry can not only survive but also lead in Southeast Asia,” Kizana added.

Strategies to Stay Competitive

To remain competitive in Southeast Asia, industry stakeholders are proposing several strategic moves that Indonesia must consider. Key among these is offering fiscal incentives, such as simplifying the tax structure for crypto assets on local exchanges. Existing regulations also need to be refined to better accommodate evolving technologies and business models within the crypto space.

Boosting digital and financial literacy is another vital step to ensure broader, responsible public participation in the crypto ecosystem. Support for startups and developers should be strengthened through easier access to funding, regulatory sandbox development, and incubation programs for blockchain projects. In addition, strategic collaboration among regulators, businesses, and educational institutions is crucial to nurturing globally competitive digital talent.

Kizana stressed the importance of taking these steps to avoid losing momentum in the digital economy race. “We must not fall behind. Blockchain and digital assets represent the future, and that future must be built collectively by all sectors of the nation,” he concluded.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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Syntilay uses AI to disrupt footwear—with help from a Reebok legend

Left to right: Ben Weiss (Syntilay), Joe Foster (Reebok | JW Foster Heritage Ltd), and moderator Scarlett Sieber (Money20/20) at a panel discussion

At the intersection of artificial intelligence and fashion, a new footwear brand is making waves by merging cutting-edge technology with a direct-to-consumer ethos. Syntilay, a startup founded by entrepreneur Ben Weiss, has introduced what is reportedly the first commercially available shoe designed by AI.

The product: fully 3D-printed slides that mark a significant departure from traditional footwear manufacturing methods.

In conversation with e27 on the sidelines of Money20/20 Asia in Bangkok, Weiss spoke about the multi-year journey that led to Syntilay’s recent milestones. “We recently launched the first AI-made, commercially available slide. This company’s been a couple of years in development—putting everything together: team, supply chain, potential retail partners,” he said.

What sets Syntilay apart, according to Weiss, is its commitment to taking conceptual technology and bringing it into a practical, consumer-ready form. “There’s this big appetite for applying cutting-edge technologies in a way that benefits the consumer. There are so many amazing innovations that get stuck in the concept phase—like those cars that never hit the road. Consumers are kind of sick of that. They want something new,” he explained.

Weiss argues that the application of AI in design is not just a novelty but also a genuine efficiency enhancer. “You can produce something practical with AI, and there’s a real benefit to it. It’s much faster, more cost-effective and efficient to actually design with AI.”

Beyond product innovation, Syntilay is developing a customer experience model rooted in personalisation and accessibility. A forthcoming launch in New York City will allow customers to receive custom-made shoes using a smartphone-based foot scanning process.

“We scan your feet with your phone camera, put an A4 piece of paper next to each foot for measurement, and we’re working on even more precise versions,” said Weiss.

Also Read: Rewriting the retail blueprint: How data is shaping the future of fashion

The startup’s go-to-market strategy also reflects its tech-native approach. Weiss describes Syntilay as a “social-first brand,” leveraging content creators and online communities for product development and outreach. “Our brand is a content creation brand. That’s how you can appeal to younger demographics—you need to meet people where they are,” he said.

Syntilay plans to roll out a range of new shoe designs in 2025, including collaborations where creators can act as creative directors on their own models.

According to Weiss, the brand is also actively pursuing partnerships with artists, athletes and other influential voices. “With our system of AI design and 3D printing, we can now support people who have never made shoes before to create their own.”

Entering white spaces

While Weiss brings energy and a tech-driven vision, the brand’s strategic foundation is bolstered by the experience of Joe Foster, the co-founder of Reebok.

Foster, who helped build Reebok into a US$4 billion global brand before stepping back in 1991, sees parallels between his own journey and what Syntilay is attempting today.

“You’ve got to enjoy the problems as much as the successes,” Foster told e27. “When developing a business, you decide whether you just want to build something to sell it, or, as in my case, you want to build a brand. Building a brand takes a lot longer.”

Foster recognises that the landscape for brand-building has fundamentally changed since he launched Reebok in 1958. “We didn’t have social media, computers, or smartphones. You had to go to trade shows and meet people face to face. These days, you can get straight to the people very quickly. So everything has changed.”

Also Read: Fixing fashion’s inventory crisis: How Nūl uses agentic AI to stop overproduction

So why partner with Weiss? According to Foster, it’s all about potential. “This guy has energy. You can see it, you can feel it. You need that,” he said.

He also believes Syntilay is tapping into a shift in consumer taste.

“Sneakers have taken over the street for years, but now there’s a move towards simpler footwear, like slides. Ten years ago, people dismissed Crocs. Now, they’re everywhere. So there’s clearly a market.”

Foster is particularly intrigued by the disruptive potential of 3D printing. “With 3D printing, you can build a lot more using fewer machines. But if you’re looking to do Reebok-level volumes of five million pairs a month, you’d need to scale traditionally,” he noted.

Still, he sees Syntilay’s model as a viable play in a changing market. “I like the disruption. I like the change. It’s about finding that white space—that little bit different—that can become something massive.”

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Community-driven marketing: What you need to do to get it right

community_marketing_business

Over a year working with startup teams, I believe that for any new products, the best way for market interaction is through community building.

To get new users, you may find that community building is the single best tactic if you are familiar with “do things that don’t scale” mentality.

It is clear that community building is the one thing that you should do rather than wandering around your first users for feedback that rarely covers everything you need to do. It is wrong statistically because the sample size is too small, and mentally because the job is too boring to carry out.

We also have to retain existing users because getting new users is costly and painful. When your marketing efforts focus on communities, the obvious goal is to strike for absolute loyalty. For early-stage products, the customer journey you want to build should be different as long as I observed.

It can be generalized into these phases:

  • Awareness
  • Consideration
  • Purchase/Install
  • Usage
  • Feedback
  • Advocacy/Evangelism

You can take any app as the example for this journey. Marketers will have to do well on the first task that is making customers consider using the product. Next is the adoption phase when you let the customer interact with every feature of the product you sell.

It is critical to create an effective environment for learning. The third biggest task is the thing that every marketing wish for, the customer promote the product volunteerism. It’s the best way to reach the ideal critical mass.

Setting objectives is critical

It is a process of identifying and nurturing social assets for your brand, and your company as a whole. Community building guarantees that you will get the feedback from the first source, and more importantly, you can identify the pain points that are hard to explain with numbers.

In fact, you can observe the attitude of your community members rather than making hypotheses out of statistical data only. Rare cased might surprise you with the user insights it carries.

Also Read: Marketing tools and tips to grow your business online

If you are looking for a quick win, community building should not be the main vehicle to deliver your goal. It is about real relationships. There are three key outcomes can be generated through this kind of activity.

  • Connect existing customer to prospects to activate sales
  • Connect prospects to each other to enhance product knowledge
  • Connect customer to customer to drive product adoption

How to implement it

  • Social media is a must-have channel. It is clear that your users are very likely to be present on a social media platform. Your activities on social media will represent many things including your team status, your ambition with the product, and most of all your attention to customer response to what you are doing.
  • The group features to make your target audience feel the exclusivity. Launching a new product is the process of iterating that adds more features to every release. We often need a group of customers who are willing to wait for the new feature to come. The best way I found is to grant access to special resources to selected members. There are many platforms allows you to do so such as Facebook’s secret group, email lists, etc.
  • Design the governance for the community. When it comes to retaining members in a community, it is safe to say that they would not leave if they have something to lose e.g. community leadership titles. At the most basic level, entitlement generated for a governance system will help you keep some of the most valuable members who has a strong interest and knowledge about your product.
  • Partners with other projects to offer more benefits. The collaboration will help you bring more benefits to your customers. As a matter of fact, your product solves a few problems in their lives, you can find other projects to form deals that both sides can win.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Image credit: Campaign Creators on Unsplash

This article was first published on January 20, 2020.

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Beyond viral views: How Social Jet Is flipping the script on influencer marketing

Social Jet team members showcasing their services

In today’s attention economy, getting viral views isn’t enough—what brands really need is to convert those viewers into buyers. 

That’s the premise behind Social Jet, a Singapore-based influencer marketing agency quietly reshaping how brands across Southeast Asia approach digital engagement. While many influencer campaigns chase viral moments and follower counts, Social Jet is focused on something far more tangible: sales.

“In our space, views are easy,” says Joel Wong, Director at Social Jet. “What’s hard—and what most brands truly need—is revenue. Everything we do is built to deliver that. Our content doesn’t even need to go viral.”

It’s a bold stance in an industry still crowded with vanity metrics. But for Social Jet, performance isn’t a buzzword. It’s the baseline.

From influence to sales: A shift in strategy

As video-first platforms like TikTok, Instagram, and YouTube continue to dominate consumer attention, influencer marketing has become less of a nice-to-have and more of a must-do. But for business owners, the path from creator content to customer checkout isn’t always clear.

That’s where Social Jet stands out. The agency doesn’t just match brands with creators—it builds full-funnel strategies that turn influencer attention into measurable business outcomes.

Their proven 7-Step Viral Selling System combines creator-driven content with data-backed targeting and paid amplification—creating campaigns that not only trend, but convert. According to Joel, the team has launched over 250 campaigns, activated more than 1,000 influencers, and invested more than S$1M in Creators and Media Platforms, generating millions in verified tracked sales for their clients.

“The biggest misconception about influencer marketing is that it’s just brand awareness,” Joel says. “We’ve proven, time and time again, that when Influencer content is done right, it can be your most profitable sales channel.”

Also read: Digital marketer vs performance marketer: Understanding the difference in today’s marketing landscape

Social Jet team members showcasing their services

What’s Different About the Social Jet Approach?

Unlike traditional agencies that often act as middlemen between brands and creators, Social Jet operates more like a growth partner. The team is made up of marketers, creators, and founders themselves—people who understand all sides of the equation.

Their influencer network is curated and performance-vetted, with a strong emphasis on relevance and authenticity. Campaigns are tailored not just by platform, but by local culture, buyer psychology, and content format. From beauty and fashion to F&B and interior design, Social Jet’s cross-industry track record reflects its agile, data-first approach.

And it’s not just about finding the “right” influencer—it’s about engineering the right message, moment, and media mix to drive real-world results.

Proven playbooks, not just pretty posts

A scroll through Social Jet’s campaign portfolio reveals a wide range of outcomes that go far beyond likes. A mom-and-pop food brand generated over S$250K in tracked sales in less than 2 months. A wellness startup that launched with zero visibility went viral and landed in retail outlets. Even legacy retail players have seen double-digit % growth in foot traffic through creator-led activations.

The common thread? Clear ROI.

Joel and his team back every campaign with performance data—tracking clicks, conversions, and customer behavior, not just views. “We’ve moved beyond awareness as the end goal,” he says. “The real measure of success is whether it drives business growth.”

Also read: Social media niche marketing trends you can’t afford to ignore

Social Jet team members showcasing their services and Joel Wong, Director at Social Jet

Why it matters in 2025—and what comes next

The influencer marketing space isn’t new—but it is changing. As consumers get savvier and platforms evolve, the bar for what works keeps rising. Content has to be native, creators have to be credible, and campaigns have to be scalable.

Social Jet is betting that the next wave of marketing won’t just be about storytelling—it’ll be about selling through stories. And with influencer marketing projected to hit US$24 billion globally this year, they may be right.

For brands navigating a noisy digital landscape, that could make all the difference between being seen—and being sold.

Meet Social Jet at Echelon 2025

Want to learn more? Social Jet will be joining the region’s top entrepreneurs, investors, and startups at Echelon 2025 in Singapore this June 10–11. As part of the exhibition and discussion tracks, they’ll be sharing insights on creator commerce, performance-led influencer campaigns, and the future of brand amplification in Southeast Asia.

Whether you’re a founder exploring growth channels or a marketer looking to optimise your digital spend, Social Jet offers a fresh—and refreshingly ROI-focused—take on influencer marketing.

This article is produced by the e27 team

We can share your story at e27 too! Engage the Southeast Asian tech ecosystem by bringing your story to the world. Reach out to us here to get started.

Featured Image Credit: Social Jet

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Your job is not your safety net: Build your own security

Recessions come and go. Layoffs happen—not always to the right people, not always for the right reasons. If there’s one thing I’ve learned, it’s this:

Your job is not your safety net. Your skills, mindset, and adaptability are.

I used to believe in job security. I thought if I worked hard, delivered results, and stayed out of office politics, I’d be fine.

But after years of working in corporate jobs, I realised something: stability is an illusion.

I’ve watched good colleagues got let go while others who mastered the game of “looking busy” stayed. I’ve seen decisions made not based on performance, but on perception, timing, and politics.

I did not had everything figured out, but I finally understood:

A job is not an exchange of time for money. It’s an exchange of value for money.

If a company doesn’t see your value—or if someone else can do it cheaper—they’ll move on.

That’s not evil, it’s business. The real risk is thinking your job will always be there.

So now, instead of hoping for security, I’m building my own.

Also Read: Tech career switch: A woman’s guide to upskilling and advancement

Run your career like a business

You don’t have to quit your job to think like a business owner. But you should treat your career like one. Here’s what I wish I had started doing earlier:

  • Be profitable: Is the value you bring greater than the salary you take? If not, why would the company keep you?
  • Market yourself: Hard work means nothing if no one sees it. Are the right people aware of the impact you bring?
  • Reinvest in growth: Companies innovate to stay competitive. Are you learning new skills, expanding your network, or just hoping things stay the same?
  • Build multiple income streams: A business wouldn’t survive on one client. Why depend on one employer for your financial well-being?
  • Be ready to pivot: If your job disappeared tomorrow, could you sell your skills elsewhere? If not, what’s stopping you?

Smarter ways to approach work

✔ Stop thinking of your job as a safety net. No company exists to “take care” of you. You are your own safety net.

✔ Make yourself too valuable to ignore. Not by working longer hours, but by making an impact—and making sure the right people see it.

✔ Always be evolving. The people who get ahead aren’t necessarily the hardest workers; they’re the ones who adapt the fastest.

✔ Never let one pay check define your worth. Whether it’s a side hustle or investments. Having options gives you power to make choices.

I’m still figuring things out as I go, but if there’s one thing I know for sure, it’s this:

You don’t own your job, but you do own your skills, your mindset, and your ability to create value.

And that? That’s real security.

Here’s to growing, adapting, and building something that lasts.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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How to thrive in digital entrepreneurship in Asia today

The constantly growing middle class, increased acceptance of technology, and high mobile usage have transformed the region into an ideal market for startups and tech-driven businesses. This has led to unprecedented growth and expansion of the digital economy throughout Asia. Such a scenario also provides endless opportunities for aspiring entrepreneurs.

Still, coming up with a great product or business is not the only requirement to succeed in digital entrepreneurship in Asia. One must possess proper knowledge about every aspect of the industry including the market dynamics, the legal environment, availability of funds, and trends in digital transformation.

For those who successfully navigate these issues with the appropriate market entry and growth strategies, Asia can be the absolute best region to expand their businesses.

Let’s first analyse what modern digital entrepreneurs in Asia require to succeed in today’s age and time.

Navigating Asia’s diverse digital landscape

Asia is not a single, homogenous market. Instead, it is a diverse region with a mix of economies, cultures, and legal systems. For that reason, Asia is best described as a complex multicultural region with highly varying infrastructure readiness, patterns of consumer behaviour, regulatory environment, and level of competition from other countries.

Think about Singapore and Indonesia for example. Singapore functions as a global financial center and is aided by a well-developed digital infrastructure. Meanwhile, Indonesia, with its massive population, offers huge growth potential but comes with infrastructure and regulatory challenges that require careful navigation

Key market trends:

  • Mobile-first economies: In many parts of Asia, mobile devices are the primary access point to the internet. Countries like India, Indonesia, and the Philippines have high smartphone penetration, meaning businesses must be optimised for mobile users.
  • The rise of social commerce: Platforms like TikTok Shop, Shopee Live, and Facebook Marketplace are transforming e-commerce. Consumers are increasingly making purchases through social media, making influencer marketing and live-selling essential strategies.
  • Fintech and digital payments: Digital wallets and QR code payments are now mainstream, with platforms like GrabPay, GCash, and Paytm dominating transactions. Businesses must integrate seamless digital payment solutions to cater to this shift.
  • AI and automation integration: AI-driven customer service, personalised recommendations, and automation tools are revolutionising how businesses engage with customers and scale operations.

To succeed, entrepreneurs must conduct in-depth market research, understanding local consumer behaviour, economic conditions, and digital infrastructure before launching a business.

Also Read: Why is open banking the future of fintech?

Understanding regulatory and compliance challenges

One of the biggest challenges in digital entrepreneurship in Asia is navigating the regulatory landscape. Each country has its own set of rules regarding data privacy, foreign investment, and financial transactions.

For instance, China’s strict internet regulations mean that businesses need to comply with its data protection laws (PIPL) and operate within a controlled digital ecosystem. On the other hand, Singapore offers a more open and structured regulatory environment, making it a popular base for regional expansion.

Regulatory considerations:

  • Data protection laws: Countries like China, India, and Singapore have stringent data privacy laws. Understanding frameworks like China’s PIPL and Singapore’s PDPA is essential for compliance.
  • Foreign ownership restrictions: Some countries limit foreign ownership in key industries. In markets like Indonesia and Vietnam, working with local partners or establishing joint ventures can help overcome these barriers.
  • E-payments and cryptocurrency regulations: While fintech is booming, governments are still shaping their policies on digital currencies and payment systems. Singapore has a progressive approach to crypto, while other markets, like India, impose stricter regulations.

A strong legal and compliance strategy is critical for mitigating risks and ensuring smooth operations across different Asian markets. Partnering with local legal experts can help businesses navigate these complexities effectively.

Securing funding and scaling the right way

Raising capital in Asia presents a mix of challenges and opportunities. While there’s a significant amount of investment flowing into the region, competition for funding is intense. Investors are looking for startups with strong business fundamentals, clear growth strategies, and scalable models.

Funding opportunities:

  • Venture capital and private equity: Cities like Singapore, Hong Kong, and Bangalore have thriving VC ecosystems. Investors are particularly keen on fintech, AI, and e-commerce startups.
  • Government grants and incentives: Countries like Singapore and Malaysia provide grants and funding programs for tech-driven startups. Entrepreneurs should explore options like Singapore’s Startup SG grants.
  • Corporate partnerships and strategic investments: Large companies like Alibaba, Tencent, and Grab actively invest in promising startups, offering not just capital but also access to resources and distribution channels.
  • Crowdfunding and alternative finance: Platforms like Kickstarter, Indiegogo, and SeedIn provide alternative ways to raise capital, especially for product-driven businesses.

Entrepreneurs should focus on building a solid business model and a clear monetisation strategy. Investors are increasingly prioritising profitability over hyper-growth, so demonstrating financial discipline is key.

Also Read: How fintech is disrupting the Southeast Asian payments market

Embracing digital transformation for a competitive edge

The businesses that thrive in Asia’s digital economy are those that embrace technology at their core. Digital transformation isn’t just a buzzword—it’s a necessity for scaling efficiently and staying competitive.

Tech strategies for success:

  • AI-driven business models: AI is reshaping everything from customer support (chatbots) to personalised shopping experiences. Companies leveraging AI for automation and predictive analytics are gaining a strong edge.
  • Blockchain for transparency and security: Blockchain technology is making an impact beyond cryptocurrency. It’s being used for supply chain management, digital identity verification, and secure financial transactions.
  • Cloud computing and SaaS solutions: Cloud-based services provide businesses with scalability, cost efficiency, and flexibility. Adopting cloud infrastructure can significantly enhance operations.

Entrepreneurs who integrate technology into their business models from the start will have a higher chance of long-term success.

Building a resilient and agile business model

Asia’s digital economy moves fast. Consumer trends shift rapidly, regulations evolve, and new competitors emerge constantly. Entrepreneurs who remain rigid in their approach risk being left behind.

Keys to business resilience:

  • Agility and adaptability: Be ready to pivot based on market shifts. Businesses that embrace rapid experimentation and iteration tend to outlast those that stick to rigid plans.
  • Localisation strategy: A strategy that works in Singapore may not work in Vietnam. Understanding and adapting to local cultures, languages, and consumer behaviours is crucial.
  • Sustainable growth approach: While scaling fast is tempting, focusing on sustainable and profitable growth ensures long-term viability.

Successful entrepreneurs continuously monitor market trends, stay informed about regulatory changes, and refine their strategies to stay ahead of the competition.

Final thoughts

Excelling in digital entrepreneurship in Asia goes beyond having an excellent idea. It demands thorough market understanding, adaptation strategies, and successful execution of the idea.

As one of the regions that offer the most opportunities for innovation, Asia attracts entrepreneurs who take the time to research, form strategic alliances, adopt technology, and develop robust business models.

With the proper strategy, the opportunities for success in Asia’s digital economy are boundless.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on InstagramFacebookX, and LinkedIn to stay connected.

Image credit: DALL-E

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SEA’s private capital leaders unite to launch startup governance framework

Five of Southeast Asia’s leading private capital associations have joined forces to launch a new benchmark. The goal is to establish a shared standard for startup governance and shape the ecosystem’s future trajectory

The “Maturation Map: Corporate Governance in Southeast Asia Private Markets” aims to future-proof Southeast Asia’s innovation economy and build the trust needed for long-term capital formation and public market readiness. As per a press statement, this also serves as a shared blueprint for scaling responsibly and preparing companies for global success.

Also Read: Fighting the chaos of growth: 5 practices to improve corporate governance beyond the board

This collaboration was spearheaded by the Singapore Venture and Private Capital Association (SVCA), with contributions from the Indonesia Venture Capital Association for Startups (Amvesindo), the Thai Venture Capital Association (TVCA), the Vietnam Private Capital Agency (VPCA), and the Malaysian Venture Capital and Private Equity Association (MVCA).

Shane Chesson, Vice-Chair of the SVCA and Founding Partner of Openspace, stated, “Southeast Asia’s private investment landscape is still young and learning. The Maturation Map with involvement from the largest investment associations across the region representing hundreds of members is a sign of the collective will and approach we can take to improving governance for better investment returns.”

The guide results from extensive input from venture and growth investors, founders, board members, regulators, advisors, and legal experts. Its design bolsters governance across all stages of a startup’s journey, from pre-revenue ventures to companies preparing for an Initial Public Offering (IPO), thereby supporting sustainable innovation, scaling, and successful exits.

This initiative’s impetus stems from a recognition of recent high-profile governance breaches, such as financial mismanagement and fraud, within the technology startup sector globally, including instances in Singapore, Indonesia, Vietnam, and the Philippines. These incidents have highlighted the urgent need for proactive, stakeholder-led governance practices, especially in private markets where regulatory oversight is limited.

The Maturation Map outlines a five-pillar governance framework intended to align expectations and responsibilities throughout a startup’s lifecycle:

  • Active diligence: Emphasising ongoing accountability.
  • Use of technology: Promoting the leverage of tools for real-time oversight.
  • Advisor ecosystems: Strengthening the quality and integrity of external partners.
  • Higher standards: Advocating for best practices in board conduct, reporting, and transparency.
  • Enforcement mindset: Encouraging collective action against misconduct.

The guide also incorporates a governance and financial maturity matrix, sample whistleblower policies, regional benchmarks, and case-based learnings.

Looking ahead, the regional collective plans to conduct investor and founder workshops, board directorship training programmes, and develop an open-source “playbook” to make governance standards accessible and actionable across all stages of startup development. Vy Le, Chairwoman of VPCA, highlighted the importance of governance in building sustainable startups in Vietnam’s rapidly growing ecosystem.

Also Read: Unbiased guidance, enhanced governance: The power of independent directors for startups

The Maturation Map will undergo regular updates based on feedback, evolving market dynamics, and ongoing dialogues.

Ng Sai Kit, Chairman of MVCA, stressed that “good governance shouldn’t stop after due diligence” and that the Maturation Map helps set the direction for stronger follow-up measures such as regular audits, board training, and Environmental, Social, and Governance (ESG) tracking.

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