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FROM THE EDITOR
Retail is not going fully digital, nor is it reverting to brick-and-mortar. Across Asia, growth is coming from retailers who know when to scale physical presence and when to pull it back. Uniqlo’s Touchpoint store in Singapore is a strong example. Its smaller format serves app-native shoppers with curated inventory, same-day pick-up, and staff trained in digital tools. You’ll find the full story on page 13.
Others are skipping physical retail entirely. Singaporean brands are reaching Malaysian and Thai consumers through Shopee and Lazada, using livestreams, affiliate campaigns, and platform-native logistics. That shift is covered on page 12.
Meanwhile, on page 17, Yum China’s in-house AI infrastructure is another signal of how digitisation now runs deep across operations, from training to food quality to procurement, giving the company the scale to expand with speed and accuracy.
The same systems-level thinking shows up in logistics. Find out on page 7 how Rakuten’s autonomous delivery robots are rolling through Japanese cities, not as PR stunts, but as scaled responses to labour shortages.
Even media is being restructured. YouTube is building a new commerce layer with Shopee, turning creator content into shoppable journeys that directly compete with TikTok’s retail model. Read more on page 6.
In beauty, CJ Olive Young is showing how in-store diagnostics can become digital engagement tools. Its skin analysis program is lifting conversion in-store while anchoring longer-term sales through its global mall. See the feature on page 14.
This issue captures how the most forward-looking retailers are operating with both precision and presence. The same clarity of strategy and execution is reflected in this year’s Retail Asia Awards winners, featured on pages 28 to 35. These are the companies not just adapting to change, but setting the pace for what comes next.
Read on and enjoy!
Tim Charlton
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MOST READ
Blind boxes spur collectible toy growth in Asia-Pacific market
Southeast Asia’s e-commerce market is expected to more than double from $184b in 2024 to $410b by 2030, according to the Nextwave Southeast Asia 2025 report by DBS and market insights firm Cube. This translates to a compound annual growth rate of 14%. E-commerce sales in the region have surged 46 times since 2012.
Zara’s recent campaigns focus on individuality, inclusivity
Zara’s YouTube campaigns from November 2023 to October 2024 have greatly enhanced brand awareness and engaged a wide audience, said GlobalData. The campaigns, analysed by GlobalData, used a mix of minimalist and playful visuals to appeal to various consumer segments.
Collectible toy companies like Funko and Pop Mart are driving market growth through blind boxes — a trend characterised by buyers not knowing which products they will get upon purchase. The element of surprise drives customers to buy more, said Andy Clempson, VP for sales in the Asia-Pacific region at Funko.
On opens first flagship store at Singapore's Jewel Changi Airport
Swiss sportswear brand On has opened its first retail flagship store in Singapore, located at Jewel Changi Airport. The 9,300-squarefoot, two-level store showcases On’s full range of performance and lifestyle products, including running shoes, technical apparel, trail gear, and tennis footwear.
Footwear and apparel retailer Foot Locker has announced that it will be closing all its stores and e-commerce operations in South Korea as part of its broader "Lace Up Plan." The group said the move marks a huge shift in the company's global strategy as it seeks to streamline its business and focus on core markets.
Philippine retail market to see $66.35b growth by 2028
The retail market in the Philippines is projected to grow by $66.35b from 2024 to 2028, with a compound annual growth rate of 11.1%, according to Technavio. Key sectors in the market include food and beverages, supermarkets, convenience stores, motor vehicle dealers, petrol stations, and specialty stores.
SEA e-commerce market to reach $140b by 2030
Foot Locker to exit offline and online stores in South Korea
FASHION
RETAILERS BET ON PRIVATE LABELS FOR GROWTH
Private label products are driving significant growth in the global fast-moving consumer goods (FMCG) sector, accounting for nearly 8% of global sales growth over the past year, according to NIQ.
This marks a clear shift as retailers move beyond using store brands as low-cost fillers and instead focus on innovation in premium and niche segments such as wellness, sustainability, and convenience, according to the report.
Consumer demand is rising, with 53% of global shoppers reporting that they are buying more private label products than ever before.
The study showed that there is a 4.3% year-over-year increase in global private label sales, whilst Technavio projects continued growth with a compound annual growth rate of 6.64% through 2028.
Possible strategies
To capitalise on this momentum, retailers must strengthen their omnichannel strategies.
Strong digital content and highquality visuals have now become essential. Shoppers now expect private label products to be just as informative, discoverable, and visually compelling as their branded counterparts.
Clear, high-resolution images help consumers evaluate product quality, build trust, and reduce returns. With 87% of grocery shoppers using mobile devices, visuals must also be optimised for smaller screens.
Moreover, computer-generated imagery (CGI) offers a fast, scalable solution for producing consistent product images, which is ideal for retailers managing large private label portfolios with frequent updates or seasonal packaging.
YouTube pushes into video retail to rival TikTok
Detailed product attributes such as dietary claims, allergen information, and usage instructions improve discoverability by feeding search and engines on e-commerce platforms. E-COMMERCE
YouTube has teamed up with Shopee to let creators in Singapore earn money by promoting Shopee products in their videos to drive sales, as the tandem tries to unseat TikTok as the region’s video shopping leader.
The YouTube Shopping Affiliate Program aims to tap into the growing popularity of video-led commerce in Southeast Asia, where two in five shoppers now turn to online videos to research products, according to Ajay Vidyasagar, managing director at YouTube Southeast Asia and Emerging Markets.
“Creators can feature their own products like merch in videos and livestreams or feature products from other brands in videos, shorts, and livestreams,” he told Retail Asia in an exclusive interview.
The partnership, which is also available in Indonesia, Vietnam, Malaysia, and Thailand, pits the Silicon Valley tech giant against ByteDance's TikTok Shop, which dominates video e-commerce in Southeast Asia.
YouTube channels in Singapore with more than a million subscribers stood
at 170 as of December 2024, whilst about 1,300 channels had at least 100,000 subscribers, according to data released by Google Singapore in June.
The number of creators with a fivedigit monthly income in Singapore dollars rose 20% from a year earlier.
“In Singapore specifically, 62% of people watch a YouTube video and then they want to buy something from an e-commerce platform,” Chua Kel Jin, director at Shopee Singapore, said in the same exclusive interview.
Smooth path
Chua said the partnership gives sellers access to new customers.
“Through Shopee’s infrastructure, including easy checkout, secure payments, and reliable delivery, sellers can ensure a smooth path from discovery to purchase, boosting both engagement and conversion rates,” he told the magazine.
Before, sellers had to pay expensive one-time fees to work with content creators. Under the programme, they only pay a commission based on sales, improving return on investment.
Product categories such as beauty, fashion, electronics, and wellness are expected to benefit the most.
Chua noted that tutorials and reviews help build trust, styling sessions and hauls attract fashionforward consumers, and content like demos and unboxing videos help shoppers make informed decisions.
Small businesses can also take advantage of Shopee’s Affiliate Marketing Solution, which lets them collaborate with creators, he added.
The number of daily unique livestreamers on Shopee grew over 50%, whilst livestream buyers increased 15% in the third quarter of last year from a quarter earlier, Chua said. Shopee Live also posted a 3.5 times year-on-year increase in gross merchandise value in 2024, the Shopee Singapore director added.
Through Shopee's infrastructure,
“In Indonesia, YouTube-attributed orders have grown by more than six times within months of launch, demonstrating the synergy between engaging video content and Shopee’s seamless checkout experience,” he said.
“In Singapore, home and living brand Homey now drives over 50% of its sales through Shopee Live.”
Chua said the number of video influencers in Singapore focused on retail grew 18% from 2022 to 2024.
Retail-focused video influencers in Singapore grew 18% from 2022 to 2024
Ajay Vidyasagar
Chua Kel Jin
Rakuten uses autonomous robots to boost last-mile delivery
Rakuten Group, Inc. is ramping up its autonomous delivery service with advanced robots from US-based Avride to improve last-mile logistics in Japan.
The delivery robots feature LiDAR (light detection and ranging) sensors — similar to those used in self-driving cars — and Avride’s proprietary autonomous driving algorithm, Fukutaro Yamashita, senior manager of unmanned solution department at Rakuten, told Retail Asia
The latest model boasts a 54-litre compartment, more than double the previous capacity, allowing larger orders and fewer trips along
Rthe sidewalk. Whilst they can carry multiple orders at once, they operate with one order per trip.
The robots can also deliver at night and in rainy weather up to 20 millimetre of rain per hour, with LiDAR and ultrasonic sensors helping them navigate in darkness and bad weather. However, during heavy rain, snow, or high winds, operations are paused to ensure safety.
Each robot runs for up to 12 hours per charge, with a recharge time of about 3.5 hours. Rakuten operates five robots across Harumi, Tsukishima, and Kachidoki in Tokyo’s east, serving more than 90 delivery points.
Initially launched with deliveries from Starbucks Coffee Harumi Triton Square, Supermarket Bunkado Tsukishima, and Yoshinoya Harumi Triton Square, the service has since expanded to include additional partners like Patisserie Hat and FamilyMart Harumi Center Building.
Japan’s food delivery market was valued at $5.41b (¥800b) in 2024, according to German data portal Statista. The demand surged during COVID-19 and has remained high after the pandemic.
Whilst the robots can operate independently, Yamashita told the magazine that a remote operator is required by law. “No assistance is needed, but according to our regulations in Japan, remote operators are needed, but we don’t have to have the human by the robot.”
Japan also caps the robots’ speed at 6 kilometres per hour, keeping them in line with autonomous delivery models, Yamashita said.
We’ve made it easy for customers by providing clear unlocking instructions based on the specific property they are in
A significant challenge has been integrating different robot models, since each has unique unlocking mechanisms for deliveries. “We’ve made it easy for customers by providing clear unlocking instructions based on the specific property they are in,” the senior manager said.
Yamashita said the Japanese technology company is prioritising domestic growth before entering overseas markets. “First, we aim to grow the service in Japan. After that, we plan to develop a growth strategy and expand further.”
ising physical inactivity presents both a risk and an opportunity for the global sporting goods industry, whose growth is expected to slow to 6% from 2024 to 2029 as consumers reevaluate discretionary spending amidst rising prices.
The share of physically inactive adults jumped to 31% in 2022 from 26% in 2010, and the trend could endure in the coming years, with the World Health Organization projecting inactivity levels to reach 35% by 2030, according to a McKinsey & Co. and World Federation of the Sporting Goods Industry (WFSGI) report published in March.
About 1.8 billion people worldwide—more than double the adult population of India— are physically inactive, it added.
“This is not just a health crisis,” Emma Zwiebler, CEO at WFSGI, said in a May THE CHARTIST:
podcast discussing the report. “This will be a business crisis for the industry if we do not start to take action now," she added.
If levels continue to rise or even remain constant for younger generations, the market related to physical activity will decline, according to the report. “However, converting physically inactive segments is the biggest potential opportunity for the sporting goods industry," the CEO said.
Growth in the global sporting goods market is expected to slow to 6% annually from 2024 to 2029 due to a slowdown in the Asia–Pacific region, Western Europe, and Latin America after growing 7% yearly from 2021 to 2024.
“We need products that don’t just get to ‘higher, faster, stronger,’ but actually help remove barriers to physical activity,” according to the WFSGI chief executive.
The robots use LiDAR sensors for navigation (Photo from Rakuten)
Industry outlook, 2024 to 2029
Source: McKinsey & Company
Fukutaro Yamashita
TECHNOLOGY
Younger shoppers push Southeast Asia towards self-service
More retailers in Southeast Asia are investing in self-checkout counters to streamline operations, a trend that is driven by factors such as young consumers who demand faster and more autonomous shopping, apart from labour shortages and rising wage concerns.
About six in 10 consumers are more likely to shop at stores with self-checkout stations because they make shopping more convenient, especially for small purchases, Sun Jo Ling, senior trend analyst at consumer research firm GWI, told Retail Asia, citing an internal study.
The demand is particularly strong in
Southeast Asia, where consumers are 35% more likely than the global average to prefer a more immersive shopping experience. The trend is largely driven by the region’s younger customers and high smartphone penetration, the senior trend analyst pointed out.
On the other hand, major retailers in the US were backtracking on their self-checkout service, with Five Below and Dollar General moving back to human cashiers due to long-running industry concerns about lost inventory, NBC News reported in July 2024.
Sun said more than a third of Asia-Pacific consumers are interested in faster checkout
solutions, whilst more than a quarter seek technology that provides better product information. Beyond self-service checkouts, retailers are also leveraging artificial intelligence (AI) and data analytics to enhance the shopping experience.
AI-driven shopping enhancements
“A truly frictionless shopping experience seamlessly integrates digital and physical channels, offering personalised services and efficient fulfillment options through,”
Jane Cheung, global research leader at IBM Institute for Business Value, told Retail Asia
AI-driven technologies like real-time inventory management and virtual assistants let retailers better serve customers by ensuring stock levels are accurate and providing tailored recommendations, she said.
More than half of the world’s consumers are interested in AI-driven shopping enhancements, with 55% keen on virtual assistants and 59% open to AI applications, Cheung said, citing an IBM study last year. Retailers, in turn, are expected to allot 3.32% of their revenue to AI this year.
“Consumers who favor self-service checkouts are more likely to engage with digital touchpoints, highlighting the interplay between online and offline retail experiences,” Sun told the magazine.
She noted that technology adoption is not a significant barrier, with 70% of consumers finding self-checkout easy to use. The challenge lies in the perception that older customers are more likely to stick with traditional retail service.
SM Supermalls taps cleaning robots in modernisation push
SM Supermalls is ramping up its investment in technology, including using cleaning robots and self-checkout counters, to improve efficiency and the experience of shoppers, who continue to frequent brick-and-mortar stores despite rapid e-commerce growth.
“Not long ago, people said malls were dying, that online shopping was taking over, and that brick-and-mortar stores were obsolete,” SM Supermalls President Steven Tan told the Retail Asia Summit 2025 in Manila in March. “But is that the real story?" he continued.
The Philippines’ biggest mall operator gets visited by 5.2 million shoppers daily, Tan said, adding that online retail accounts for only 7.5% of transactions in the Southeast Asian nation.
“The future of retail isn’t about one replacing the other,” he said. It’s about how online and offline come together to create something even better.”
To enhance in-store experience and convenience, SM Supermalls is modernising its 87 malls in the Philippines and eight in China. The company has rolled out artificial intelligence (AI)-powered concierges, selfcheckout systems, and digital kiosks, whilst also introducing cleaning and sanitation robots, electric vehicle (EV) charging stations, and accessibility tools such as screen readers for disabled customers.
SM Supermalls has introduced selfservice checkout counters at major retailers such as Decathlon and Pull & Bear, and interactive digital kiosks are currently being piloted at select mall branches.
It has also launched Sam, an artificial intelligence-driven concierge, and the Cyber Crew, a group of virtual influencers that try to engage younger consumers.
At its flagship Mall of Asia (MoA), SM has installed digital displays, including the MOA LED 360 — the Philippines’ largest cylindrical LED (light-emitting diode) screen.
About six in 10 consumers are more likely to shop at stores with self-checkout stations
Cleaning robot at SM Aura
RETAIL INSIGHTS: MARKETING
Blind box craze unwraps surprise revenue streams for non-toy retailers
Fashion and beauty products can also benefit from the ‘mystery.’
More retailers outside the toy business should adopt blind boxes to boost sales, as mystery collectables continue to capture the imagination of both serious and casual buyers worldwide.
Whilst blind boxes — product packaging with a random item from a series, where the buyer doesn't know what's inside until they open it — are popular for entertainment products, even industries like food and beverage (F&B) and fashion could use them as a sales strategy, Jason Tjiptadi, a consultant at Euromonitor International, told Retail Asia in an exclusive interview.
“Industries such as fashion or skin care can also adopt ‘mystery products,’ where consumers do not know which design or variant they will be getting,” he said. A T-shirt or perfume blind box can always gain traction with social media hype, the consultant added.
Rich toy culture
The global blind box toy market was valued at $14.3b in 2024 and is expected to grow 6% annually to $21.4b through 2031, according to Cognitive Market Research. Whilst North America dominates the blind box toy business, the AsiaPacific region is expected to post the biggest growth due to growing interest in collector toys amongst children and adults.
“The region's rich toy culture, driven by both local trends and global franchises, drives up demand for one-of-a-kind and limited-edition releases,” it said in a 2024 report.
“The popularity of blind boxes is fuelled by the consumer trend of seeking fun experiences to alleviate stress and monotony,” according to market research firm Mintel Group Ltd. “This trend is likely to continue as brands explore innovative ways to engage consumers through surprise and adventure, creating memorable experiences that resonate emotionally.”
In Singapore, where 77% of consumers enjoy trying new experiences, the most popular blind box brands are Lego, Pop Mart, and Pokemon, the report stated.
“Pop Mart experienced strong growth in 2024 through Labubu's popularity on social media, with the product continuously being sold out from the shelf," Tjiptadi said.
Pop Mart’s Skull Panda and Molly brands also gained traction. “Pop Mart's licensing with popular intellectual properties such as Disney, Marvel, and Harry Potter further boosts its popularity, capturing a wider audience,” he added.
Toy retailers and brands should change their marketing strategies to remain competitive with free-to-play mobile games and streaming platforms, Tjiptadi said.
“If toys and their retailers remain the same as they were 10 years ago, then they will slowly lose consumers' attention, especially with today’s shorter attention span,” he said. “Retailers must look at creating an immersive store experience whilst leveraging social media to create hype surrounding its products," the consultant told the magazine.
The analyst said mystery products are valued more if they are rare and scarce. “Looking at Pokémon cards, for
If toys and their retailers remain the same as they were 10 years ago, then they will slowly lose consumers' attention
example, some are printed in smaller quantities, making them highly appealing to collectors,” he said. “But if there are too many products in the market compared with demand, they will not hold their value.”
Creating buzz
Another key factor is the hype surrounding these toys.
Sales of dolls and accessory blind boxes in Singapore rose 12% in 2023, whilst nonblind-boxed dolls and accessories fell by 3%, Tjiptadi. “This shows a shift of interest from consumers, especially kidults who now prefer to spend their money collecting blind boxes.”
A popular franchise still needs to generate the hype surrounding its toy products to keep their value, he said. Pokemon, for one, retains its hype as it is collected and promoted by celebrities and content creators, he pointed out. “This works in the same way for blind boxes,” Tjiptadi said.
In 2024, Washington-based Funko, Inc. continued to release its latest products to capitalise on momentum from movie releases. It released a Deadpool and Wolverine edition when the movie hit cinemas in Singapore.
Meanwhile, Hong Kong-listed Chinese toymaker Pop Mart took advantage of celebrity endorsements and the “fear of missing out” trend to generate buzz and boost sales.
For other brands like Lego, kidults, or adults whose interests are typically associated with children's, have become a primary target market because they are drawn to toys that evoke nostalgia, according to Tjiptadi.
The popularity of its Lego Icons series of construction toys, which showcase landmarks, buildings, classic vehicles, and pop culture favorites that target consumers older than 18 years, has gone beyond the COVID-19 pandemic and continues to drive the bulk of its growth, Tjiptadi said.
Pop Mart's viral Labubu line fuels strong 2024 growth
Jason Tjiptadi
Drugstore of the Year - Singapore Unity Pharmacy
RETAIL INSIGHTS: E-COMMERCE
Singapore retailers bypass stores to expand through Shopee and Lazada
Selling on these online platforms is significantly cheaper than setting up physical stores.
More Singaporean retailers are turning to Shopee and Lazada to tap the Thai and Malaysian markets, using the e-commerce platforms’ large customer base, integrated logistics and various marketing tools to boost sales and visibility.
Selling through these platforms lets retailers cut marketing and customer acquisition costs, Nick Morris, founder of cultural insight agency Canvas8, told Retail Asia in an exclusive interview.
“Whilst there are costs associated with selling on these platforms, the benefits often outweigh the expenses, especially for smaller retailers that lack the resources to establish a standalone presence in a new market,” he said. “These platforms act as a springboard for Singaporean retailers to enter and grow in new markets.”
Shopee is used by 88% of Thai and 94% of Malaysian shoppers, whilst Lazada follows closely with 85% and 79%, respectively, Morris said, citing a report by DHL E-Commerce published in October 2024.
Shopee’s International Platform allows Singapore-based sellers to ship goods domestically to Shopee’s warehouse, with Customs clearance and last-mile delivery managed by the platform. Lazada provides a comparable service through its Fulfillment by Lazada solution.
Thailand’s e-commerce market was valued at $38.5b in 2024 and is projected to grow 52% to $58.5b by 2027, according to Payments and Commerce Market Intelligence. In Malaysia, the market is estimated at $12.26b in 2025 and is expected to almost double to $23.93b by 2030, reflecting strong industry momentum, according to Hyderabad-based market intelligence firm Mordor Intelligence.
Cost-effective strategy
Chua Kel Jin, director at Shopee Singapore, said e-commerce remains a cost-effective expansion strategy for Singapore brands entering Malaysia and Thailand.
“Many Singapore retailers come to us looking to expand into Malaysia and Thailand, as they see strong consumer demand and a growing market,” he said.
Morris explained that selling on Shopee and Lazada is significantly cheaper than setting up brick-and-mortar stores, letting retailers test demand in new markets before committing to larger investments.
Ashutosh Awasthi, director at market research firm Kadence International Singapore, said these e-commerce platforms allow retailers to reach younger consumers.
“The growing purchasing power of Gen Z shoppers makes platforms like Shopee and Lazada critical for Singaporean retailers expanding into these markets,” he told Retail Asia
Partnering with established e-commerce players or multi-brand chains is also an efficient way to lower entry costs, according to the Kadence director.
Fashion label Love, Bonito, which started as a blogshop, rebranded in 2010 and rapidly expanded, and it now has stores in both countries. Gaming chair maker Secretlab also
entered Malaysia in 2015 and now sells in more than 50 markets without a physical store.
Awasthi said BreadTalk, Charles & Keith, and Razer have also built a strong presence in Malaysia using both e-commerce and omnichannel strategies.
Key challenges
However, intense competition from both local and international players is tough for some retailers. Whilst digital engagement is high in Thailand, adoption varies by region, often requiring an omnichannel approach to reach customers outside major cities. “This can increase operational costs,” Awasthi said.
Malaysian consumers are also more price-conscious. “The key challenge for Singapore retailers is balancing affordable pricing whilst maintaining product quality.”
“Tech adoption in Thailand and Malaysia is slower, particularly outside major cities,” Awasthi said. “This limits market penetration and forces retailers to adopt omnichannel strategies rather than relying solely on e-commerce," he continued.
Morris said retailers entering Thailand and Malaysia should tailor their approach. Thai shoppers are very active in social commerce, making influencer partnerships and livestream selling effective tools. Malaysian consumers are more price-driven, with 56% actively seeking promotions, compared with 37% of Thai shoppers.
Shopee is used by 88% of Thai and 94% of Malaysian shoppers
Nick Morris
Chua Kel Jin
Ashutosh Awasthi
SINGAPORE
CONCEPT WATCH: UNIQLO
Uniqlo Singapore pilots mini outlet store for busy urban shoppers
The Touchpoint concept store is located directly above an MRT station.
Uniqlo Singapore is targeting busy urban shoppers by launching a compact store that’s a tenth the size of a typical outlet at the Velocity@Novena Square, a mixed-use development directly above an MRT station.
Its Touchpoint concept store offers click-and-collect services, curated products, and digital tools for shoppers who move between online and offline channels.
“It was really created to better serve the customers living and working in Singapore who are usually very time-poor,” Cecilia Tan, e-commerce director at Uniqlo Singapore, told Retail Asia in an interview. “They really cherish convenience, flexibility, and ease of purchase.”
The branch will serve working professionals, elderly shoppers, and families, according to Tan.
The e-commerce director said the pilot store reflects the growing demand for hybrid retail models.
“They prefer to shop online and offline,” she said. "They can be shopping online on their way to work, and they want to collect their parcel in-store after work.”
About the store
Touchpoint stores offer same-day click-and-collect for orders made by noon. A second window lets customers pick up their orders by 10 a.m. the next day if they check out their cart by 3 p.m.
The Japanese casual wear designer and retailer’s latest outlet features seasonal bestsellers, workwear, and activewear. Staff have been trained to help customers use the Uniqlo app. Tan emphasised that the clickand-collect service is not just for convenience. “It’s really a part of the customer journey,” she added, pointing out that most customers in Singapore pass by malls or MRT stations with a Uniqlo outlet daily. Uniqlo is also extending in-
We are really at the stage where we acknowledge that digital, online and offline will co-exist
store services to its app, including alteration and helping users match sizing from past purchases.
Tan said the Touchpoint concept is expected to be a hit in Singapore, which is densely populated and has high digital adoption, but Uniqlo is still in the early testing phase.
“If the results continue to be positive, we certainly will explore more community-centric locations or high-traffic areas,” she said.
Uniqlo also plans to integrate its physical and digital channels in the next three to five years for a seamless customer experience.
“We are really at the stage where we acknowledge that digital, online and offline will co-exist,” Tan said.
Fast Retailing Co. Ltd., which owns Uniqlo Co. Ltd, posted a 19% year-on-year increase in profit attributable to owners to $1.62b (JPY233.5b) in the first half ended February, according to financial results posted on its website.
Touchpoint stores offer same-day click-and-collect for orders made by noon (Photos from Uniqlo)
SINGAPORE
Cecilia Tan
It is located at Velocity@Novena Square
The compact store is a tenth the size of a typical outlet
A second window handles next-day pickups for orders made past 3pm
STORE WATCH: CJ OLIVE YOUNG
CJ Olive Young woos tourists in search of K-beauty’s famous 'glass skin'
Free skin scans in its physical stores are driving loyalty beyond Korea.
SOUTH KOREA
South Korean beauty retailer CJ Olive Young Corp. is expanding its self-operated skin analyser machines nationwide as it tries to woo foreign tourists who want K-beauty’s highly coveted “glass skin.”
The free skin scan service went viral on social media and increased customer engagement, with about 72% of foreign shop visitors using the service, Se-hoon Jin, executive vice president of global platform business at CJ Olive Young, told Retail Asia.
“International [visitors] often begin by researching various product categories on social media, then make additional purchase decisions after receiving in-store consultations from staff,” he said.
CJ Olive Young’s branches in “global tourist zones” like Myeongdong in Seoul feature multilingual signage, electronic shelf labels, and dedicated displays like “K-Beauty Now” and “Global Hot Issues," showing trending items.
“As more international visitors become familiar with local trends, the line between domestic and foreign consumers is increasingly blurred,” according to Jin.
The global K-beauty product market was worth $91.99b in 2022 and is projected to grow 9.3% annually through 2030, according to California-based Grand View Research.
CJ Olive Young plans to increase the number of stores with skin analyser machines, which provide free, personalised skincare advice, to about 100 by year-end from 36 now, Jin told the magazine.
“This plan is not only for our global customers; it's aimed at enhancing the overall shopping experience for K-beauty lovers, including those in Korea,” he added.
Staff also use CJ Olive Young’s in-house app SELLY to recommend products based on each customer’s skin type, texture preferences, and
As more international visitors become familiar with local trends, the line between domestic and foreign consumers is increasingly blurred
ingredient needs.
At its flagship store in Seoul’s Seongsu district, customers who used the Skin Scan Pro service had a purchase conversion rate of 78%, compared with 43% for other visitors who skipped the service.
To keep engagement after tourists leave Korea, vending machines in four major stores, including Gwangbok Town and Myeongdong Station, help customers sign up for the Olive Young Global Mall online store. About 330,000 global members signed up in 2023.
The Olive Young Global Mall has 2.46 million global members and offers more than 10,000 products, including the latest K-beauty items, wellness goods, along with various K-pop merchandise.
Online orders more than doubled at the company’s grand sale in March last year, driven by international tourists who continued shopping online after returning home.
About 72% of foreign shop visitors used the free skin scan service
Se-hoon Jin
Skincare consulting zone at the flagship store in Seongsu
Skin scan stations help build personalised routines
Portable translators (Photos from CJ Olive Young)
Jollibee expands reach past diaspora markets
System-wide sales growth in foreign countries has overtaken local expansion.
Jollibee Foods Corp. (Jollibee Group), the second fastest-growing restaurant brand in the world according to Brand Finance, has evolved from a single local brand into a global powerhouse with 19 brands, expanding beyond the Filipino diaspora to attract a broader international customer base.
The company’s marketing has evolved to resonate with a broader, more diverse audience as part of its global ambition and transition beyond its roots as a familyowned company and source of national pride.
The Jollibee Group’s international expansion started about 25 years ago, and it involved setting up shop in locations with big Filipino communities like the US, the Middle East and the UK, David Beal, Global Chief Marketing Officer at Jollibee, told Retail Asia. It also targeted some Southeast Asian countries like Singapore and Malaysia.
“We were initially seeking to bring them a taste of home,” he said in an exclusive interview, referring to Filipinos overseas. “We were empowered by the fact that there is a large and passionate diaspora of Filipinos around the world.”
This approach initially worked, but to propel further growth, the brand needed to widen its customer base beyond the Filipino diaspora. For the past eight years, Jollibee Group has shifted its focus to attracting a broader customer base from the general population.
“When you look at markets like the US, what we see is we have a much greater proportion of customers in the Jollibee restaurants who represent the general population as opposed to Filipino customers,” Beal said.
Adapting
to local tastes
Beal noted that in Asia, Vietnam is one of Jollibee’s most successful markets, where the brand recently surpassed 200 branches, cementing its presence in the country.
“We entered that market as Jollibee, not meeting the needs of the Filipino population because the Filipino population in Vietnam is very, very small,” he pointed out.
Part of their success in the country was adapting to local tastes. Through market research, they found that Vietnamese people love spicy and saucy flavours. With that in mind, Jollibee created the Chili Chicken, a saucier and spicier version of its flagship Chickenjoy fried chicken.
The spicy Chickenjoy was also a big hit in Hong Kong, Singapore, and the United Arab Emirates, as well as in the UK and Spain for its Chicken Sandwich.
The impact of this strategy is evident in Jollibee Group's latest FY 2024 performance disclosure. For the Philippine business, same-store sales growth (SSSG) in 2024 was 7.5%, driven by a 7.2% increase in volume and a 0.3% rise in average check. The international business experienced a 2.8% growth overall, with significant contributions from Europe, the Middle East, and other parts of Asia (EMEAA), which saw a 12.8% increase. The Coffee Bean & Tea Leaf (CBTL) grew by 7.1%, Milksha by 5.4%, and North America by 3.2%. However, same-store sales in China and Highlands Coffee lagged behind, declining by 11.2% and 3.7%, respectively (Global SSSG: +5.7%).
We were empowered by the fact that there is a large and passionate diaspora of Filipinos around the world
Beyond organic expansion, the group has strengthened its global presence by acquiring global brands like China’s Yonghe King in 2004 and Hong Zhuang Yuan in 2008, Denver-based Smashburger in 2018, and California-based Coffee Bean & Tea Leaf in 2019.
In August 2021, the food conglomerate started talks to fully acquire Tim Ho Wan, renowned for its Michelinstarred dim sum from Hong Kong, and in November 2024, it announced the transfer of ownership and management of the chain to Jollibee Worldwide Pte. Ltd., a wholly owned subsidiary of the Jollibee Group.
Jollibee has also invested in South Korea’s Compose Coffee, whilst its majority-owned Milksha brand secured a 70% stake in Taiwan-based Moon Moon Food, a move aimed at tapping the growing consumer demand for wellness-focused dining options.
Looking ahead, Beal said artificial intelligence (AI) would be a key area of focus for Jollibee Group. “I think we cannot ignore it,” he said. “It’s especially valuable in addressing customer needs and preferences.”
Jollibee Group’s AI-driven solutions are centred around predictive analytics, making sure they have sophisticated tools to help with customer contact and issue resolution like chatbots. “Those really help quick-service restaurant brands personalise offerings.”
David Beal, global chief marketing officer at Jollibee
PHILIPPINES
Campaign of the Year - Hong Kong
“Coca-Cola” and the Contour Bottle are registered trademarks of The Coca-Cola Company.
Yum China trains staff with in-house AI tools
Its SuperBrain helps managers forecast sales and schedule shifts efficiently.
Yum China Holdings, Inc. aims to automate using artificial intelligence (AI) most back-of-house operations in five years, including staff training, as it rapidly expands its KFC, Pizza Hut, and Taco Bell operations across the nation.
“A key advancement will be the capability for AIenhanced training to quickly bring newly hired crew members up to speed on all aspects of restaurant operations,” Leila Zhang, chief technology officer at Yum China, told Retail Asia in an exclusive interview.
“In the years ahead, this will further enhance our capability to expand rapidly and seize business opportunities across China,” she told the magazine.
Artificial intelligence is deeply integrated into the Shanghai-based restaurant operator, the largest in China. The company’s internal platform, called Super Brain, helps restaurant general managers make decisions using data from sales forecasts, inventory, and labour scheduling.
“It employs AI to manage a variety of key processes such as sales forecasting, inventory management, and labour scheduling, helping to support restaurant general managers’ decision-making whilst identifying opportunities for cost savings and other efficiency improvements,” Zhang said.
Use in essential operations
Restaurant general managers also use Pocket Manager, which was recently upgraded with generative AI features and gives them real-time performance insights.
AI is also involved in hiring. Early-stage recruitment, such as screening resumes and conducting initial interviews, is now partially automated, providing managers more time to run their stores.
Automation reaches the supply chain as well. “In procurement and sourcing, we are deploying AI in various ways to drive higher accuracy and efficiency in our operations, such as tracking price fluctuations and analysing bidding prices,” Zhang said.
AI also helps with planning logistic routes and managing inventory through automated storage systems.
Last year, Yum China rolled out its iKitchen system in all Pizza Hut stores, adding AI-powered food quality checks. “The system features AI-enabled food quality inspection to ensure that our pizzas are consistently made to perfection.”
On the customer side, AI tools are used to to rapidly analyse product feedback, enabling them to adjust operations within 24 to 48 hours of a new launch.
The company’s AI-powered customer service assistant resolves 90% of customer issues without human help. AI also plays a role in monitoring food safety risks in real time.
Digital technology has long been part of Yum China’s
In the years ahead, this will further enhance our capability to expand rapidly and seize business opportunities across China
strategy, Zhang said. “We were one of the first quickservice restaurant companies in China to introduce digital payments as far back as 2015.”
By 2024, about 90% of Yum China’s sales were through digital orders. As of March 2025, its KFC and Pizza Hut loyalty programs had more than 540 million members.
“Chinese consumers are highly digital-savvy and are always looking for something new and exciting,” said the chief technology officer.
Adoption challenges
However, the digitalisation push comes with challenges. One of them is getting employees to adopt the tools and hiring people who have experience with AI.
“To better equip our people in the AI era, we developed a series of AI-related learning courses, which in 2024 enabled tens of thousands of our people to learn and apply AI tools effectively,” Zhang said.
In March, the company launched its first Yum China All-Staff Hackathon, encouraging employees to develop tech-driven solutions to address business challenges.
But humans are still at the centre of its operations. In everything that they do, their managers are always taken into account, she pointed out.
“I envision restaurants of the future as having a combination of frontline human presence along with a high level of automated operations that ensures customers’ needs are met, whilst at the same time optimising processes to the greatest extent possible."
Leila Zhang, chief technology officer at Yum China
CHINA
Levi’s banks on ‘North Star’ of Asia to drive growth
Premiumisation has allowed its Japan unit to post the fastest growth in the region.
Levi Strauss & Co. seeks to elevate its brand in Asia using Japan as a model for store format, product design, and consumer engagement as it builds on its image as a maker of premium and lifestyle denim jeans.
Japan is the company’s “North Star” in Asia, Nuholt Huisamen, managing director and senior vice president for the Asia-Pacific region at Levi Strauss, told Retail Asia. “A lot of the other markets look to Japan for inspiration.”
He said the group’s premiumisation strategy - focused on educating consumers on the quality and craftsmanship of Japanese denim and why it’s worth paying more for it - in Japan allowed their business there to post the fastest growth in Asia after a global COVID-19 pandemic.
On an adjusted basis, Levi’s globally earned a profit of 38 cents per share in the first quarter ended 2 March, according to financial results posted on its website, 52% higher than a year earlier and better than analysts’ forecast of 28 cents.
In Asia, operating income rose 19% to $58m from a year earlier, whilst net revenue increased 7% to $308m.
“In particular, the craftsmanship—like our Blue Tab range, inspired by denim craftsmanship made in Japan—has resonated strongly in other Asian markets,” Huisamen said. “In China, it’s one of our highest contributing segments, and we’re seeing similar demand in Southeast Asia.”
The apparel company's new 5,380 square-foot store in Nagoya, its biggest single-storey shop in the region excluding India, seeks to replicate the success of its flagship outlets in Harajuku and Shinjuku.
Operational approach
The store includes Levi’s Tailor Shop, which lets customers customise denim with patches or embroidery.
The brand also uses a digital styling platform called Staff Start, which allows store associates to post outfits online for customers to browse ahead of their visit.
“People really want to get out and shop, but the expectation is more than just for a product—it’s for experience,” David Hamaty, general manager for North Asia at Levi Strauss, said in the same interview. “It’s everything from customer service to store environment and a deeper connection to the brand.”
“What we’ve seen is customers becoming more like fans. They recognise the staff and come with specific styling questions,” the general manager added.
The focus on personalisation has influenced Levi’s approach across the region. In markets like Singapore, Thailand, and Indonesia, the average store size was doubled to accommodate more products.
“We’ve been following this example from Japan by enlarging a lot of our stores,” Huisamen said.
Levi’s also incorporates tech to improve operational efficiency and customer experience. Its stores in
Japan use digital screens for storytelling and a loyalty programme to personalise product recommendation based on shopper preferences.
“We use technology to create a seamless experience online and offline,” Hamaty said. “Japanese consumers are knowledgeable about Levi’s heritage—from orange tabs to silver tabs—so we bring those stories to life in-store.”
People really want to get out and shop, but the expectation is more than just for a product — it’s for experience
Levi’s remains optimistic despite economic headwinds such as inflation and Japan’s ageing population. “GDP (gross domestic product) isn’t growing fast and people are cautious about spending,” Hamaty said. “But in these times, consumers look for authentic, trusted brands with heritage.”
Levi’s is also sponsoring cultural events such as the Fuji Rock Festival and the Seoul Jazz Festival.
“We're always looking for the next good locations, but we also want to expand brand awareness through cultural moments,” Hamaty said. “When it comes to growth and navigating headwinds, we focus on what we can control. Japan is performing exceptionally well.”
David Hamaty, representative director for North Asia, and Nuholt Huisamen, managing director for APAC
JAPAN
The Nagoya branch includes a Levi's Tailor shop for customising denim with patches or embroidery (Photo from Levi's)
Cutesy toys need to imprint on humans to be effective
The emotional connection must create loyalty that outlasts the campaign itself.
Plushies from Milo to KFC have managed to create buzz, but they might not be as effective as a marketing tool in the long run in a saturated market, according to analysts.
“At this point, just releasing a plushie isn’t enough,” Juda Kanaprach, cofounder and chief commercial officer at Milieu Insight, told Retail Asia. “People have seen so many already, and the market is becoming saturated.”
“We’re reaching a point where people are going to get a lot more selective about the toys they care about. As more and more brands jump in, consumers, especially Gen Z and Millennials who drive online trends, will start filtering more seriously,” she said in an exclusive interview.
Several brands have launched plush toys in Singapore this year, including Pizza Hut, McDonald’s, and local names in Singapore like Singtel.
Ashutosh Awasthi, director
at market research firm Kadence International, said plushies are not sustainable as a marketing strategy in the long run due to their short shelf life.
“The duration until plushies become or remain a craze will be limited, which will put a lot of pressure on the cost-efficiency of the promotions or the money brands are investing in it,” he told Retail Asia in a separate interview.
Awasthi added that plushies are better suited for brands that are trying to revive their image rather than for routine campaigns.
Emotional connection
Companies eager to use collectables as a promotional or marketing tool should explore digital alternatives such as virtual plushies or app-based characters that offer emotional value at a fraction of the cost, Awasthi said.
“Eventually, this will be the way to go if brands want to balance the emotional
power plushies offer without making it a very cost-intensive initiative,” he said. “It also allows them to roll out similar campaigns more regularly.”
According to Kanaprach, toys that carry a brand’s story or message in a way people can relate to are the ones that stand out.
Singtel, a telecom company in Singapore, launched a blind box of plushies to mark the country’s 60th anniversary, featuring designs inspired by local favourites like kaya toast, curry puffs, and orchids.
“Exclusivity also makes a difference,” she said. “Limited editions, surprise releases, or fan-designed characters can elevate a plushie from a novelty to something people genuinely treasure.”
“That feeling of having something unique, even if it’s small, adds real value,” she told the magazine.
No generic releases
Kanaprach said toys should spark emotions, “not just something cute that gets tossed aside after a week.”
“The plushies that will really stick around are the ones that feel like they mean something. Not just a logo slapped onto a soft toy, but something with intention behind it,” Kanaprach told the magazine.
“The plushies that feel generic like they’re trying to ride the trend without offering anything new probably won’t last. People will share, will post about them once, maybe get a little attention for their newness, and then fade quickly,” she added.
Kanaprach explained that plushies aren’t out of favour; consumers are just more selective and distracted. “If it doesn’t spark an emotional reaction, create a sense of belonging, or give people something to talk about or show off, it’s forgotten almost as fast as it appeared,” she said.
Years after the original release of McDonald’s Hello Kitty campaign, people were still collecting full sets and even trading these online, she noted.
McDonald’s US sales rose 0.3% year-on-year in the third quarter of 2024, when it launched the Yu-Gi-Oh! x Hello Kitty Happy Meal, recovering from a 2.2% drop the previous quarter as collectables drove customer interest.
“That kind of long-term behaviour isn’t just about design,” Kanaprach said. “It’s about emotional connection. That’s the real return for brands, creating loyalty that outlasts the campaign itself."
Singtel launched a limited edition blind box set for SG60 (Photos from Singtel)
APAC
Ashutosh Awasthi
Juda Kanaprach
Saigon Beer Alcohol Beverage Corporation lauded at FMCG Asia Awards 2024
It has leveraged innovative technology to create an immersive customer experience.
Saigon Beer - Alcohol - Beverage Corporation (Sabeco) won Customer Experience Initiative of the YearVietnam at the FMCG Asia Awards 2024 for its Year of the Dragon campaign, which was aimed at reclaiming its market leadership from international competitors.
Sabeco’s beer brand Bia Saigon embraced the festive spirit of Tet, the country's grandest Lunar New Year celebration, by introducing innovative experiences and reaffirming its status as the most cherished beer during Tet.
Welcoming the Tet period
The campaign targeted Vietnamese consumers across 63 provinces. Focussing on millennials and Gen Z balances respect for traditions with a forward-looking mindset.
Sabeco’s strategy was to make its dragon-like brand symbol a symbol of shared prosperity. Saigon brought its stock-keeping
units (SKUs) to life through a mobile-first 3D augmented reality (AR) game, "Catch the Dragon, Unleash Fortune." In the game, each SKU shows a sleeping dragon, awakened by scanning it with AR. Players could then collect, train, and unite all five dragons to battle and win rewards like Bia Saigon beer, daily prizes, and a grand prize of VND5b. Collecting all five cans unlocks even more rewards.
‘The campaign resonated deeply with Vietnamese consumers during Tet’
Sabeco also launched a TVC and engaged consumers through activities such as the Dragon Wheel and a Variant Promotion Prize. Sabeco’s Tet campaign has led to a market share increase of +1.0 points during Tet
2024 compared to Tet 2023. There has also been a 63.4% increase in volume growth in modern trade in the peak Tet period in 2024, compared to 2023.
“By using our iconic dragon logo as a device to gain and share prosperity, the campaign resonated deeply with Vietnamese consumers during Tet, which created remarkable results, becoming the top-of-mind beer brand in Tet and capturing substantial market share,” Saigon Beer said.
Saigon Beer Alcohol Beverage Corporation at the FMCG Asia Awards 2024
WHERE THE INDUSTRY CONNECTS AROUND INNOVATION AND INSPIRATION
“ With The Inspired Home Show 2025 concluding with over 2,000 unique brands showcasing 300,000 products to attendees from 115 countries, we have turned our attention to the 126th edition of the Show next March. Planning is underway with the expansion of special areas that debuted this year including the Pet Products and Candle Pavilions and the Travel Gear & Luggage Expo. Each of these areas give retailers expanded opportunities while complementing our existing and more traditional housewares categories.
The biggest news though is that the Show day pattern will change to Tuesday, Wednesday and Thursday rather than over the weekend. Reaction has been overwhelmingly positive from both retailers and exhibitors as we embrace the cultural shift with the younger generation placing a higher value on a more “life, life, work” balance.
We look forward to seeing you in Chicago next March!”
— DEREK MILLER, President & CEO, International Housewares Association
Outstanding retail companies, innovations lauded at Retail Asia Awards
The Asia-Pacific retail industry remains a driving force of economic growth and innovation, with top leaders playing a key role in accelerating this transformation. Renowned for its commitment to recognising standout achievements, innovations, and best practices, the Retail Asia Awards 2025 once again honoured the most impactful players across the retail landscape in the region.
The awards programme reached a major milestone as it marked its 20th year of celebrating excellence in the retail sector. Held on 4 June 2025 in Marina Bay Sands, Singapore, the Awards Ceremony gathered industry leaders in a night of spotlighting companies and brands who are redefining retail.
RETAILASIAAWARDS 2025WINNERS
7-Eleven Hong Kong
• Convenience Store of the Year - Hong Kong
• Retail App of the Year - Hong Kong
7-Eleven Singapore
• Convenience Store of the Year - Singapore
Apex Footwear Limited
• Footwear Retailer of the Year - Bangladesh
• Sustainability Initiative of the Year - Bangladesh
APM MONACO
• Brand Store of the Year - United Arab Emirates
Araneta City (ACI, Inc.) & World Kitchens
• Food & Beverage Retailer of the Year - Philippines
Asset World Corporation
• Mall of the Year - Thailand
AZKO
• Marketing Initiative of the Year - Indonesia
BEAUTRIUM
• Cosmetics Retailer of the Year - Thailand
BIRKENSTOCK SOUTH EAST ASIA PTE. LTD.
• Marketing Initiative of the Year - Singapore
Breville
• Brand Store of the Year - South Korea
Capillary Technologies and Polycab India Limited
• Loyalty Programme of the Year - India
Capillary Technologies and PT Erajaya Swasembada
• Electronics & Appliances Retailer of the Year - Indonesia
CapitaLand Investment
• Integrated Campaign of the Year - Singapore
• Marketing Team of the Year - Singapore
CBRE Thailand
• Customer Service Team of the Year - Thailand
CelcomDigi Berhad
• Telecommunications Retailer of the Year - Malaysia
• Innovation Team of the Year - Malaysia
From digital advancements and sustainability efforts to exceptional customer experiences and product innovation, this year’s winners demonstrated the strength and diversity of Asia-Pacific’s retail ecosystem.
A distinguished panel of experts served as this year's judges, consisting of David Eu, Partner, F&B, Retail and Consumer Products, RSM Singapore; Anson Bailey, Head of Consumer & Retail, Asia Pacific, KPMG China; Olivier Gergele, Asia Pacific EY-Parthenon Consumer Leader, EY; Brian Man, Partner, Retail and Consumer Industry Leader, PwC; Quan Yao Peh, Research Consultant, Retail and Digital Consumer, Euromonitor International; and Siddharth Pathak, Senior Partner & APAC Leader for Consumer and Retail Practice, Kearney.
CENTRAL PATTANA
• Eco-Friendly Mall of the Year - Thailand
• Integrated Campaign of the Year - Thailand
Central Retail Corporation Public Company Limited
• Marketing Initiative of the Year - Thailand
• Pop-up Retail Project of the Year - Thailand
Chemist Warehouse
• International E-Tailer of the Year - China
• Influencer Marketing Campaign of the Year - China
Coty Southeast Asia and India
• In-store Customer Experience of the Year - Singapore
CP AXTRA Public Company Limited – LOTUS’S
• Domestic Retailer of the Year - Thailand
• Influencer Marketing Campaign of the Year - Thailand
• Hypermarket of the Year - Thailand
CP AXTRA Public Company Limited – MAKRO
• E-Commerce Initiative of the Year - Thailand
• ESG Initiative of the Year - Thailand
• In-store Customer Experience of the Year - Thailand
CRC Sports Co., Ltd.
• Sporting Goods Retailer of the Year - Thailand
DFI Retail Group
• Digital Initiative of the Year - Hong Kong
• Digital Transformation of the Year - Hong Kong
ESR Real Estate Services Management Pte Ltd
• Customer Service Team of the Year - Singapore
Eurokars Habitat Pte Ltd
• Store Design of the Year (Large) - Singapore
EVEANDBOY COMPANY LIMITED
• Health & Beauty Retailer of the Year - Thailand
FairPrice Group
• Specialty Store of the Year - Singapore
• Sustainability Initiative of the Year - Singapore
FairPrice Group
• Digital Initiative of the Year - Singapore
• Digital Transformation of the Year - Singapore
Far East Organization
• Lifestyle Mall of the Year - Singapore
Federal Land, Inc.
• Lifestyle Mall of the Year - Philippines
Flipkart Commerce Cloud
• AI Initiative of the Year - India
g&g convenience store
• Convenience Store of the Year - Myanmar
• Store Retail Initiative of the Year - Myanmar
Giordano Originals Pte Ltd
• Pop-up Retail Project of the Year - Singapore
• Visual Merchandising of the Year - Singapore
GOLDEN ABC
• Apparel Retailer of the Year - Philippines
GUARDIAN MALAYSIA
• Health & Beauty Retailer of the Year - Malaysia
• Health & Wellness Initiative of the Year - Malaysia
• Supply Chain Innovation of the Year - Malaysia
Guardian Health and Beauty Singapore
• Influencer Marketing Campaign of the Year - Singapore
H&M
• Apparel Retailer of the Year - Singapore
Heinemann Oceania Pty Ltd
• Travel Retailer of the Year - Australia
Henderson Land Development
• Mall Initiative of the Year - Hong Kong
• Regional Mall of the Year - Hong Kong
Iface Inc.
• Cosmetics Retailer of the Year - Philippines
IKEA Hong Kong
• Integrated Campaign of the Year - Hong Kong
IKEA Taiwan
• Marketing Initiative of the Year - Taiwan
• O2O Customer Experience of the Year - Taiwan
INFORMA
• Furniture Retailer of the Year - Indonesia
ION Orchard
• Luxury Mall of the Year - Singapore
Jaya Grocer
• Supermarket of the Year - Malaysia
Koala Sleep Japan
• Retail Product of the Year - Japan
Kopitiam
• In-store Campaign of the Year - Singapore
Lau Pa Sat
• Food & Beverage Retailer of the Year - Singapore
LUXASIA
• Brand Store of the Year - Malaysia
• Luxury Beauty Retailer of the Year - Singapore
• Luxury Beauty Retailer of the Year - Indonesia
• Macquarie Group & Colliers
• Integrated Mixed-Use Mall of the Year - Australia
Maison 21G
• Brand Store of the Year - Singapore
Malaysia Airports (Niaga) Sdn Bhd
• Brand Transformation of the Year - Malaysia
• Travel Retailer of the Year - Malaysia
Malaysia Airports Holdings Berhad
• Influencer Marketing Campaign of the Year - Malaysia
Mannings, DFI Retail Group
• ESG Initiative of the Year - Hong Kong
• In-store Customer Experience of the Year - Hong Kong
Megaworld Lifestyle Malls
• Integrated Mixed-Use Mall of the Year - Philippines
• Mall of the Year - Philippines
• Themed Mall of the Year - Philippines
MINISO
• Brand Store of the Year - China
• Toys & Games Retailer of the Year - China
Miniso Indonesia
• Brand Store of the Year - Indonesia
• Store Retail Initiative of the Year - Indonesia
MR. D.I.Y. Holding (Thailand) Public Company Limited
• Specialty Store of the Year - Thailand
• Store Design of the Year (Large) - Thailand
MR.D.I.Y. Indonesia
• Household Goods Retailer of the Year - Indonesia
• Integrated Campaign of the Year - Indonesia
MR.DIY Philippines
• ESG Initiative of the Year - Philippines
MUJI RETAIL (THAILAND)
• Brand Store of the Year - Thailand
Myntra Designs Pvt. Ltd.
• HR Team of the Year - India
Nahdi Medical Company
• In-store Customer Experience of the Year - Saudi Arabia
• Retail App of the Year - Saudi Arabia
Netcore Cloud x Pomelo Fashion
• Omnichannel Strategy of the Year - Malaysia
NTUC FairPrice
• Retail Product of the Year - Singapore
NTUC Link Pte Ltd
• Loyalty Programme of the Year - Singapore
• Retail App of the Year - Singapore
Panda Retail Company
• Hypermarket of the Year - Saudi Arabia
Performance Motors Limited
• Automotive Retailer of the Year - Singapore
Phu Nhuan Jewelry Joint Stock Company - PNJ
• Marketing Initiative of the Year - Vietnam
• Pop-up Retail Project of the Year - Vietnam
POS MALAYSIA BERHAD
• Retail Distribution Network of the Year - Malaysia
EVENT: RETAIL ASIA AWARDS
Premium Nexus - CU
• Convenience Store of the Year - Mongolia
Puregold
• Hypermarket of the Year - Philippines
• Integrated Campaign of the Year - Philippines
Robinsons Land Corporation
• New Mall of the Year - Philippines
• Regional Mall of the Year - Philippines
Rolls-Royce Motor Cars Singapore
• Store Design of the Year (Small) - Singapore
• Store Retail Initiative of the Year - Singapore
Shin Kong Mitsukoshi Department Store Co., Ltd.
• Customer Service Initiative of the Year - Taiwan
• Health & Beauty Retailer of the Year - Taiwan
Singtel
• E-Commerce Initiative of the Year - Singapore
• Telecommunications Retailer of the Year - Singapore
SITI KHADIJAH
• Apparel Retailer of the Year - Malaysia
• In-store Customer Experience of the Year - Malaysia
SK Jewellery Group Limited
• E-commerce Team of the Year - Singapore
• Jewellery Retailer of the Year - Singapore
Skechers Singapore Pte Ltd.
• Footwear Retailer of the Year - Singapore
Swarovski
• Pop-up Retail Project of the Year - Malaysia
Taobao and Tmall
• Marketing Initiative of the Year - China
The 1, Central Group
• Loyalty Programme of the Year - Thailand
THE FOOD PURVEYOR
• Customer Service Initiative of the Year - Malaysia
The LEGO Group
• Brand Store of the Year - Australia
• Pop-up Retail Project of the Year - South Korea
• Pop-up Retail Project of the Year - Taiwan
The Mall Lifestore Bangkapi
• Lifestyle Mall of the Year - Thailand
Toys"R"Us Asia
• Brand Transformation of the Year - Hong Kong
• Specialty Store of the Year - China
United Electronics Company (eXtra)
• Electronics & Appliances Retailer of the Year - Saudi Arabia
Unity Pharmacy
• Drugstore of the Year - Singapore
Watsons Hong Kong
• Health & Beauty Retailer of the Year - Hong Kong
• Marketing Initiative of the Year - Hong Kong
• Sustainability Initiative of the Year - Hong Kong
Watsons Personal Care Stores Philippines
• Health & Beauty Retailer of the Year - Philippines
Watsons Singapore
• Health & Beauty Retailer of the Year - Singapore
• O2O Customer Experience of the Year - Singapore
Wellcome Hong Kong
• E-commerce Team of the Year - Hong Kong
• Supermarket of the Year - Hong Kong
Wilcon Depot
• Domestic Retailer of the Year - Philippines
• Hardware Retailer of the Year - Philippines
yuu Rewards Club
• Loyalty Programme of the Year - Hong Kong
ZALORA
• Marketing Initiative of the Year - Malaysia
Yasser Joharji, Nahdi Medical Company
• CEO of the Year
7-Eleven Hong Kong
Apex Footwear Limited
Araneta City (ACI, Inc.) & World Kitchens
Asset World Corporation
7-Eleven Singapore
APM MONACO
BEAUTRIUM AZKO
CelcomDigi Berhad
CRC Sports Co., Ltd.
Eurokars Group DFI Retail Group EVEANDBOY COMPANY LIMITED
CENTRAL PATTANA
BIRKENSTOCK SOUTH EAST ASIA PTE. LTD.
Capillary Technologies
Breville
CapitaLand Investment
yuu Rewards Club
EVENT: RETAIL ASIA AWARDS
FairPrice Group
FairPrice Group
Far East Organization Flipkart Commerce Cloud
g&g convenience store
GOLDEN ABC
Guardian Health and Beauty Singapore
GUARDIAN MALAYSIA
ION Orchard
H&M
Heinemann Oceania Pty Ltd
Henderson Land Development Iface Inc.
IKEA Hong Kong
Jaya Grocer
INFORMA
IKEA Taiwan
Kopitiam
Malaysia Airports (Niaga) Sdn Bhd
Miniso Indonesia
MINISO
Megaworld Lifestyle Malls
Mannings
LUXASIA
Lau Pa Sat
Unity Pharmacy
EVENT: RETAIL ASIA AWARDS
Phu Nhuan Jewelry Joint Stock Company - PNJ
Performance Motors Limited Panda Retail Company
NTUC Link Pte Ltd
NTUC FairPrice
MR. D.I.Y. Holding (Thailand)
MR.D.I.Y. Indonesia
Singtel
Robinsons Land Corporation
Puregold
Premium Nexus - CU
MR DIY Philippines
United Electronics Company (eXtra)
Toys"R"Us Asia
THE FOOD PURVEYOR
Taobao and Tmall
Swarovski
SK Jewellery Group Limited
ZALORA
Wellcome Hong Kong
Watsons Singapore
The LEGO Group
How Premium Nexus is transforming Mongolia's retail market through CU
Chinzorig.G, Deputy CEO of Premium Nexus, discusses how the company is revolutionizing the Mongolian retail sector and enhancing the lives of consumers.
Premium Nexus JSC, the master franchisee of the leading South Korean convenience chain, CU Brand, was awarded Convenience Store of the Year - Mongolia at the recent Retail Asia Awards in Singapore on 4 June 2025.
The introduction of CU to Mongolia
In 2018, Premium Nexus JSC secured the master franchise rights for CU convenience stores from BGF Retail of South Korea and commenced operations in Mongolia. In just seven years, CU has grown to over 480 stores nationwide, becoming Mongolia’s largest retail chain and ranking 8th amongst the country’s top enterprises.
According to Chinzorig.G, Deputy CEO, Premium Nexus introduced a new culture and standard of service to Mongolia, simplifying people’s lives and providing customer-centric service. A key highlight is the company's contribution to food safety in Mongolia through its operations.
Premium Nexus JSC produces fresh meals daily through its HACCP-certified food production centre and distributes them to branch stores using sophisticated centralised and cold-chain logistics operations. This
ensures rigorous quality control from production to the point of sale, which is especially crucial in a market where food safety is increasingly important.
Setting new standards in customer service
In addition to product quality, Premium Nexus focusses on customer satisfaction.
"We are creating a new culture and standard of service in Mongolia that has never existed before and is influencing the overall industry. We greet customers, provide friendly service, and bid them farewell. This may not sound like a big deal, but it has brought about a huge change," said Chinzorig.G
Premium Nexus's rapid growth and expansion are supported by a robust distribution system. "Ensuring the constant availability of goods is crucial. We have invested heavily in creating an efficient and reliable supply chain. This is the core of our operations and essential for future expansion," emphasised Chinzorig.G.
The creation of Mongolia's largest
integrated distribution system, along with the introduction of cold chain distribution and inventory control systems, has further improved collaboration with suppliers.
Impact on revenue
The company's revenue has grown at an impressive average rate of 75% per year from 2021 to 2024, and over 3,500 jobs have been created, 70% of which are held by women.
Premium Nexus has strategically invested in supply chain infrastructure, food production, and technology, transforming its structure and creating a thriving business ecosystem.
“We broke the ice," said Chinzorig. "We saw opportunities to create a better retail experience for Mongolian consumers, and we are just getting started." Premium Nexus has expressed its intention to further expand its operations and maintain its leading position in the Mongolian retail sector.
‘We saw opportunities to create a better retail experience for Mongolian consumers, and we are just getting started’
Chinzorig.G, Deputy CEO of Premium Nexus
BIRKENSTOCK celebrates 250-year legacy
Marking its 250 years of timeless craftsmanship, BIRKENSTOCK celebrates its legacy with a global travelling exhibition and the launch of its nature-powered CARE ESSENTIALS.
In 2024, BIRKENSTOCK marked a momentous milestone – 250 years of craftsmanship and legacy. To commemorate this iconic journey, BIRKENSTOCK created a series of immersive experiences that captivated audiences across Southeast Asia and Down Under. The BIRKENSTOCK 250 Travelling Exhibition was an ambitious marketing initiative, not only celebrating our rich heritage but also solidifying BIRKENSTOCK’s presence in the region through impactful community engagement and brand storytelling.
The 250 Travelling Exhibition – WALK THIS WAY rolled out across Southeast Asia and Down Under, including Indonesia, Thailand, Australia, and Singapore.
The exhibition features a collection of photographs by renowned Swiss photographer Henry Leutwyler. His work
brings to life the internal workings of the BIRKENSTOCK world. Besides the photograph exhibition, the exhibition features the Hourglass Archive, which traces the origins of BIRKENSTOCK footwear, from the creation of the brand’s very first pair of shoes to its exclusive collaborations with various fashion brands, such as Manolo Blahnik and Dior.
At BIRKENSTOCK, it is the kind of shoe that transcends time, place, and style; a shoe that is worn by everyone, everywhere. The 250 Travelling Exhibition – WALK THIS WAY truly lives up to its reputation as the journey through tradition reaffirmed the brand’s commitment to crafting footwear that resonates with people from all walks of life, solidifying BIRKENSTOCK as a global footwear of comfort and style.
Introducing CARE ESSENTIALS – foot care and new body care
The products of the BIRKENSTOCK CARE ESSENTIALS line represent the culmination of years of research and development, offering a harmonious blend of active regeneration and luxurious indulgence. The meticulously crafted foot care line provides a holistic experience that promotes balance and well-being. The formulations harness the power of nature to restore balance, relieve, and revitalise.
From nourishing creams to invigorating scrubs, the highly effective formulations and sensorial textures are designed to address common foot concerns whilst indulging the senses, leaving you feeling
BIRKENSTOCK created a series of immersive experiences that captivated audiences across Southeast Asia and Down Under
refreshed and renewed.
The new BIRKENSTOCK CARE ESSENTIALS Relaxing Hand & Body Wash features a signature fragrance of calming cedarwood blending seamlessly with invigorating notes of juniper, thyme, and rosemary—an aromatic profile known from the CARE ESSENTIALS Relaxing Bath Salts and Exfoliating Foot Scrub—for a sensorial reset with every wash. Featuring organic lime water and gentle, plant-based surfactants from coconut oil and glucose, the Relaxing Hand & Body Wash cleanses while allowing the skin to feel well cared for. The creamy foam transforms into a soft, velvety lather, leaving the skin supple and refreshed.
Follow up with the BIRKENSTOCK CARE ESSENTIALS Relaxing Hand & Body Lotion— an ultra-light, deeply nourishing formula enriched with red algae extract, organic jojoba oil, and botanical hyaluron.
Together, they leave the skin feeling moisturised, visibly softer and more supple. The melting cream texture is absorbed effortlessly, providing long-lasting hydration and a smooth, velvety soft feeling. Outstanding consumer test results underline the products long-lasting effectiveness.
BIRKENSTOCK 250 Travelling Exhibition in Indonesia
BIRKENSTOCK 250 Travelling Exhibition in Singapore
BIRKENSTOCK CARE ESSENTIALS
BIRKENSTOCK 250 Travelling Exhibition in Thailand
Eurokars Group: Four decades of automotive passion and unparalleled excellence
Driven by passion and values, Eurokars Group has grown over the years from a niche sports car retailer to a regional multi-franchise automotive conglomerate.
For Mr Karsono Kwee, the journey into the automotive world stemmed from an unwavering passion for motorcars and the aim to redefine the customer experience. Founded in 1985, Eurokars Group was born from a customer’s heart – shaped by his own aspirations, expectations, and experiences; built to serve others just like him. This formed the bedrock of the Group. Kwee envisioned a company that would transcend conventional retail standards. As a fellow automotive enthusiast, he believed that crafting and delivering a premium experience and forging lasting connections will set a new standard. Rooted in strong values as a family business, Eurokars Group is built on a steadfast philosophy – crafting the exceptional customer experience is our utmost priority. The business will naturally follow where passion and devotion lead. This deeply held ethos forms the cornerstone of Eurokars Group, encapsulated in its vision: “To deliver premium automotive excellence through passion and lifelong stakeholder relations towards a sustainable future.” It also propels its mission: “To drive stakeholder values with honesty and integrity, deliver unparalleled ownership experiences, foster
lifelong relationships and positively contribute to the communities in which we operate.”
Reimagined icon towards an electric future MINI, a brand celebrated for its bold individuality and iconic design, has consistently captivated drivers worldwide. Acquired by BMW in 1994 and triumphantly relaunched in 2001, MINI has evolved into a modern premium small car, retaining its distinctive charm whilst integrating cutting-edge engineering. Today, the MINI lineup comprehensively features the 3-Door Hatch, 5-Door Hatch, Convertible, Countryman, Aceman, and its John Cooper Works range. These models seamlessly integrate BMW Group technology, offering highly customisable interiors and advanced connectivity features like the intuitive MINI Operating System 9. Firmly committed to becoming a fully electric brand by the early 2030s, every newly launched MINI model now incorporates EV variants. This transformative shift began in 2024 with the debut of the All-Electric MINI Cooper and All-Electric MINI Countryman. Sustainability is a core design principle, with recycled polyester, vegan interiors, and components built for easy disassembly and recycling.
Technological innovation defines the modern MINI experience. A new curved OLED central display running MINI Operating System 9 acts as the vibrant heart of the cabin with a voice-activated intelligent personal assistant providing seamless control. Drivers can choose from up to eight MINI Experience Modes, each dynamically altering the cabin’s aesthetic. Examples include the exhilarating Go-Kart Mode for a sporty driving feel, and
the efficient Green Mode for eco-optimised performance. Convenience is further enhanced with Digital Key functionality, allowing users to unlock, lock, and start the car using compatible smartphones.
Eurokars Group and MINI are united by a shared commitment to delivering premium experiences, embracing bold individuality, upholding unwavering customer-centricity, and being at the forefront of sustainability and innovation. Eurokars Habitat, as the authorised dealer of MINI in Singapore under Eurokars Group, has consistently championed MINI’s unique brand values – from its expressive design and vibrant lifestyle appeal to supporting its forward-thinking innovation and ambition of becoming a fully electric brand by the early 2030s.
Beyond the vehicles themselves, Eurokars’ operational philosophy for MINI reflects its progressive outlook. Showroom spaces are designed to be multi-functional, supporting efficient resource utilisation.
To deliver premium automotive excellence through passion and lifelong stakeholder relations towards a sustainable future
The award-winning three-storey MINI Habitat, recently crowned Store Design of the Year (Large) - Singapore, is easily reconfigurable to host anything from car launches to community gatherings, fostering a dynamic environment. At events, MINI Singapore consciously collaborates with likeminded partners who champion sustainable practices. MINI’s commitment to responsible paper usage is further reflected in the use of FSC-certified paper bags for Lifestyle Merchandise and QR codes on showroom vehicles, offering customers instant access to digital brochures. This dedication extends to its owner experience – Eurokars Habitat now includes tote bags crafted from recycled plastic bottles in its new delivery kits.
The pinnacle of bespoke luxury redefined Trans Eurokars (Rolls-Royce Motor Cars Singapore) has proudly represented the Rolls-Royce marque since the inception of
MINI EV lineup – left to right: Aceman, Countryman, Cooper, Cooper Convertible
Kwee family at Eurokars Centre (regional headquarters) grand opening’s drone show, 15 December 2023 (Left to right: Charmain Kwee, Mrs. Kwee, Karsono Kwee)
MINI Habitat – a cosy haven that offers a boutique, lifestyle-oriented environment
STORE DESIGN OF THE YEAR (LARGE) - SINGAPORE
STORE DESIGN OF THE YEAR (SMALL) - SINGAPORE
STORE RETAIL INITIATIVE OF THE YEAR - SINGAPORE
production at the Home of Rolls-Royce in Goodwood, United Kingdom. For over two decades, the Singapore dealership has been a steadfast steward of the brand’s unparalleled values and legacy. As one of the most established and well-managed dealership entities in the Asia-Pacific, Rolls-Royce Motor Cars Singapore places its esteemed clientele at the very heart of every engagement.
Anchoring this dedication is its showroom nestled within Eurokars Centre, at 11 Kung Chong Road. This ultra-luxury facility offers an extraordinary experience that epitomises Rolls-Royce’s exquisite craftsmanship and exclusivity. As the largest in the Asia-Pacific region, this flagship showroom leads as the first to showcase the marque’s latest visual identity. It is an immersive sanctuary where clients begin their bespoke journey, exploring infinite personalisation possibilities.
Rolls-Royce Motor Cars Singapore proudly stands at the forefront of RollsRoyce Bespoke, consistently delivering extraordinary masterpieces. A decade ago, the SG50 Ghost celebrated Singapore’s 50th National Day with unique automotive artistry. The Phantom Orchid, a standout ‘one-of-one’ from 2022, took over two years to develop in collaboration with British artist Helen Amy Murray, featuring a hand-sculpted silk orchid in the Phantom’s Gallery. Most
recently, the first Rolls-Royce Coachbuild in Asia was presented in Singapore. As the brand’s pinnacle and a benchmark of unparalleled luxury, the Arcadia Droptail stands as an exquisite coachbuilt tribute to tranquility. Meticulously crafted over 4.5 years through close collaboration with its client and designers, it exemplifies Rolls-Royce’s unique mastery in transforming personal stories into breathtaking works of art.
Rolls-Royce Motor Cars Singapore's commitment to excellence and fostering lifelong relationships has earned its reputation as one of the region’s most distinguished dealerships. Over the years, it has been honoured with prestigious accolades from Rolls-Royce, including Regional Dealer of the Year, Next Gen Business Champion, and Ownership Services Dealer of the Year. Winning both Store Design of the Year (Small) - Singapore and Store Retail Initiative of the Year - Singapore at this year’s Retail Asia Awards further affirms the team’s relentless pursuit of perfection and its forward-thinking approach to redefining the luxury automotive retail experience.
Today, the Rolls-Royce portfolio continues to inspire and excite. The bold and commanding Cullinan offers unparalleled freedom with luxury, whilst the Ghost –crafted for those who move through the world with quiet confidence – represents a refined expression of modern elegance. At the pinnacle is Phantom, the ultimate statement of grandeur and chauffeur-driven opulence. And with Spectre, the marque’s first all-electric motor car, Rolls-Royce boldly reimagines the future of ultra-luxury motoring –one where sustainability meets uncompromised sophistication.
Forging the future of automotive excellence
From humble beginnings in 1985 with just 20 employees, Eurokars Group has grown into a powerhouse of around 1,800 employees. This remarkable evolution transformed the Group from a niche sports car retailer into a multifranchise dealership, steadily expanding its diverse portfolio, catering to a broad and varying individuals – including those who prioritise practicality and efficiency, to passionate car lifestyle enthusiasts, to those who seek the ultimate in chauffeur-driven luxury. Ultimately, Eurokars Group serves every segment with tailored excellence. This extensive expansion is evident in Eurokars Group's brand representation. Just last year, Eurokars Group proudly housed 13 automotive brands; this figure is soon to grow to 18, with exciting new announcements on the horizon, showcasing a dynamic and continuous growth trajectory.
Celebrating its 40th anniversary this year, Eurokars Group honours a legacy of excellence whilst steadfastly embracing the future – focussed on leading transformative growth and redefining automotive excellence for generations to come. Building on its distinguished past, Eurokars Group’s resolute approach ensures a confident future where excellence, customer satisfaction, and sustainability are paramount.
Rolls-Royce Motor Cars Singapore Showroom – 11 Kung Chong Road Singapore 159147
The Atelier: A Space for Bespoke Vision
Rolls-Royce Arcadia Droptail
Eurokars Centre: a towering $106 million beacon of luxury, serving as the operational headquarters for its businesses in Singapore, Indonesia, China, and Australia
SK Jewellery Group clinches two major wins at the Retail Asia Awards 2025
With a growing regional footprint and strides in innovation, the brand continues to reshape jewellery retail.
SK Jewellery continues to redefine modern jewellery through innovation, inclusivity, and human connection, as it was named Jewellery Retailer of the Year - Singapore as well as E-commerce Team of the Year - Singapore at the Retail Asia Awards 2025, recognised for its bold reinvention of what jewellery means and how it is experienced today.
Accessible, meaningful luxury
In a landscape shaped by rising material costs, evolving cultural tastes, and digitally empowered consumers, SK Jewellery has remained ahead by staying grounded in one mission: to make meaningful luxury accessible to all. The brand has redefined fine jewellery not as status but as a story, infusing cultural significance, affordability, and design relevance into every touchpoint.
Rather than relying on legacy or prestige alone, SK Jewellery has taken a progressive approach, creating accessible pathways to gold ownership, refreshing traditional formats for the modern customer, and reimagining the role of jewellery in everyday life.
Its retail environments reflect this same philosophy: experiential, immersive, and emotionally engaging.
What sets SK Jewellery apart is not just
innovation in product or store formats, but a deep investment in people. From frontline teams trained in service leadership to top performers recognised with meaningful incentives, the brand’s culture is rooted in trust, recognition, and shared purpose. The brand's loyalty-building initiatives extend beyond transactions, with curated VIP experiences that create community, belonging, and memory-making.
With over 70 locations across Singapore
and Malaysia and a growing repertoire of protected designs, SK Jewellery has proven that transformation in retail is not just about keeping up; it’s about staying connected. To culture. To values. And above all, to people.
In addition, SK Jewellery is also setting new standards in digital agility, omnichannel synergy, and customer-centric innovation.
SK Jewellery has been awarded E-commerce Team of the Year - Singapore. This award comes in recognition of the brand's
SK Jewellery Group at Retail Asia Awards 2025
SK Jewellery Group at Retail Asia Awards 2025
transformative approach to digital retail that seamlessly connects platforms, channels, and people to deliver a consistently thoughtful and intuitive customer experience.
Digital and physical touchpoints
More than just a sales engine, SK Jewellery’s e-commerce strategy is guided by a clear vision: to build a digitally intelligent, emotionally resonant, and fully integrated retail ecosystem. Over the past two years, the brand’s digital team has driven a 56% increase in web traffic, doubled online conversions, and expanded its global footprint to over 10 countries, all whilst maintaining strong margins and brand consistency.
What sets this transformation apart is how it bridges the gap between digital and physical retail. Online and in-store touchpoints are designed to work in tandem, creating a smooth, connected journey where customers can engage on their terms, whether they are
browsing online, visiting a store, or moving fluidly between both.
At the same time, SK’s outreach strategy reflects its dynamic and human-centred approach. By embracing real-time formats such as livestream selling and building communities through brand ambassadors,
What distinguishes SK Jewellery’s e-commerce journey is not just performance, but purpose
the brand drives discovery, trust, and engagement in ways that feel personal and relevant to customers.
Behind the scenes, the team applies practical, scalable solutions to stay agile and customer-first, from content systems that speed up execution to tools that personalise
experiences across platforms.
A centralised customer data platform powers more timely, meaningful communication across SK Jewellery's digital and retail channels, turning interactions into relationships.
What distinguishes SK Jewellery’s e-commerce journey is not just performance, but purpose. By aligning technology, content, and service around the evolving needs of its customers, SK continues to reimagine what e-commerce can deliver not only as a channel but as a brand experience.
The Retail Asia Awards is a prestigious awards programme that spotlights the region’s most forward-thinking brands, those scaling new heights in growth, relevance, and customer impact.
SK Jewellery’s double win affirms its position not just as a category leader, but as a force redefining retail in an increasingly connected, experience-driven market.
SK Jewellery product showcase
SK Jewellery store
In-store shopping experience at SK Jewellery
E-COMMERCE INITIATIVE OF THE YEAR - THAILAND
IN-STORE CUSTOMER EXPERIENCE OF THE YEAR - THAILAND
ESG INITIATIVE OF THE YEAR - THAILAND
CP AXTRA-Makro triumphs at Retail Asia Awards 2025
It was honoured for improvements to its shopping platform, Disneythemed customer experience, and "Platform of Opportunity".
CP AXTRA Public Company Limited (CP AXTRA), the powerhouse behind Makro and Lotus’s, has swept the Retail Asia Awards 2025 with three prestigious accolades, namely, E-Commerce Initiative of the Year - Thailand, In-store Customer Experience of the Year - Thailand, and ESG Initiative of the Year - Thailand.
Revamped Makro PRO
For its transformation of the Makro PRO shopping platform, the company introduced vector search powered by large language models (LLMs) to better understand the intent and context of user queries.
Implementing AI/ML-based systems will provide more accurate search results and personalised recommendations, increasing user satisfaction, engagement, and sales. The platform’s new multi-list search functionality allows users to input entire shopping lists and receive real-time category product results, whilst its revamped search user interface features monetised content zones like “Popular Brands” and “Trending Now.”
The phonetic autocorrect feature, uses an NLP model to correct incorrect Thai queries. The FR single-item barcode scan feature meanwhile enables the scanning of barcodes within a pack size, making product identification easier and more precise. Lastly, suppliers can better position their products on the platform by bidding on key terms on the search ads carousel.
All these enhancements on Makro PRO had culminated in a significant commercial impact, as the revamped search function drove 64% of total basket additions in February 2025.
CP AXTRA is reshaping what retail looks like in Thailand
Empowering Thailand’s farmers and SMEs
Honoured in the ESG Initiative of the Year - Thailand category, CP AXTRA’s “Platform of Opportunity” is designed to support local farmers and SMEs.
“Platform of Opportunity” removed intermediaries and connected local producers directly with Makro and Lotus’s buyers. The “Chef’s Club by Makro,” on the other hand, serves as an online knowledge-sharing platform for over 177,000 restaurant owners and chefs, so they can access business insights and product solutions from a vibrant professional community. These offer support for SMEs and local producers to learn more about product quality standards and evolving customer demands. In 2024,
participating SMEs and farmers earned over THB42m, a 12% year-on-year increase.
Creating In-Store Magic at Makro Makro, operated by CP AXTRA, has won In-store Customer Experience of the Year - Thailand, proving the company knows how to captivate customers in the aisles.
As part of Southeast Asia’s first-ever Disney Fresh Food Campaign, Makro launched a dazzling in-store activation that paired Disney’s Mulan characters with Chinese New Year themes.
The campaign ran for two weeks in January 2025.
Makro created an immersive and exciting experience that not only encouraged their customers to explore healthier options but also made shopping for fresh food a memorable event.
Highlights included immersive visual merchandising with Mulan-themed décor, interactive signage, and festive taglines like “Dragon Fruit, Dragon Power” and “Peel Away the Past, Embrace the Future.”
There are also photo backdrop displays and social sharing incentives, along with promotional giveaways.
The campaign yielded exceptional results: a 12% increase in fresh food sales and a 23% increase in store traffic across 10 participating Makro locations. By integrating cutting-edge AI, social empowerment, and imaginative in-store engagement, CP AXTRA is reshaping what retail looks like in Thailand.
DOMESTIC RETAILER OF THE YEAR - THAILAND
HYPERMARKET OF THE YEAR - THAILAND
INFLUENCER MARKETING CAMPAIGN OF THE YEAR - THAILAND
Lotus’s triumphs at Retail Asia Awards 2025
It was recognised in the Domestic Retailer of the Year - Thailand, Hypermarket of the Year - Thailand, and Influencer Marketing Campaign of the Year - Thailand categories.
Lotus’s, operated by CP AXTRA Public Company Limited, emerged as a dominant force at the Retail Asia Awards 2025, securing three prestigious titles: Domestic Retailer of the Year - Thailand, Hypermarket of the Year - Thailand, and Influencer Marketing Campaign of the Year - Thailand.
Lotus’s 31st Anniversary campaign
Winning Domestic Retailer of the YearThailand, Lotus’s disrupted conventional anniversary marketing with its “Value Magnet” campaign, executed during a challenging Q3 economic climate.
Instead of relying on standard promotions, Lotus’s introduced a bold, insight-driven approach, tapping into Thailand’s love for Korean pop culture.
The campaign featured Gong Yoo, a globally revered Korean actor, who made his brand debut in Thailand exclusively with Lotus’s. This move created unprecedented excitement, driving both emotional connection and foot traffic. Alongside Gong Yoo’s appearance, Lotus’s launched partnerships with over 130 major brands, offering exclusive deals on over
1,000 essential products, a strategy that resonated with value-conscious consumers and boosted national brand visibility.
Chinese New Year campaign
For its award-winning Chinese New Year (CNY) campaign, which clinched Hypermarket of the Year - Thailand, Lotus’s recognised the declining engagement from older Thai-Chinese consumers and a growing Gen Z influence. With this, it reimagined CNY traditions for the next generation.
Key innovations included: ready-to-use compact worship kits, Instagram-worthy fusion desserts, and the “Lucky Tablecloth,” a guided ceremonial setup designed for modern homes.
To address the rising “Muketing” trend (merging spirituality and marketing), Lotus’s launched LINE stickers featuring Chinese gods, allowing customers to send virtual blessings. The campaign also partnered with Wongnai to transform worship leftovers into trendy dishes, making rituals practical and sustainable.
The impact was substantial, with +3% YoY sales growth, +29% online conversion, 800,000 downloads on LINE stickers, and +50% expansion on social reach, covering over 27 million Thais. Lotus’s also engaged over 9 million Gen Z and Gen Y consumers and achieved a 46.4% share of online voice,
surpassing all competitors during the festive season.
Grilled Chicken x EGG Digital
Lotus’s third victory, Influencer Marketing Campaign of the Year - Thailand, recognised the success of its Grilled Chicken x EGG Digital campaign.
Aiming to reposition Lotus’s as a fresh food destination, the campaign introduced a milk-marinated grilled chicken and used first-party data to power influencer selection and content strategy.
Over 33 influencers across TikTok, Facebook, Instagram, as well as Lemon8 targeted both new-to-category and newto-brand audiences.
From Macro-KOLs for awareness to KOCs for authentic word-of-mouth, every layer was planned to convert digital attention into physical store traffic.
The results spoke volumes, reaching 6.36 million views, over 183,000 interactions, 365% increase in grilled chicken sales, 347% growth in customer purchases, and a 5.6x surge in overall fresh food sales.
As the Thai retail landscape grows increasingly competitive, Lotus’s triple crown at the Retail Asia Awards 2025 underscores one thing clearly: innovation, when deeply rooted in cultural relevance and customer insight, is unstoppable.
Lotus’s introduced a bold, insight-driven approach, tapping into Thailand’s love for Korean pop culture
Watsons Singapore crowned Health & Beauty
Retailer of the Year for the fifth consecutive year
Retail Asia Awards 2025 honours Watsons’ excellence, innovation, and impact.
Watsons’ continued success stems from a business model built on discipline, efficiency, and innovation
Watsons Singapore has once again earned the top honour at the Retail Asia Awards 2025, winning Health & Beauty Retailer of the Year - Singapore for an unprecedented fifth consecutive year. This remarkable achievement underscores Watsons’ unwavering leadership in modern retail — defined by operational excellence, customer-centric strategies, innovation, and a strong commitment to sustainability and community impact.
Excellence through adversity
In a year marked by uncertainty — from rising operating costs and shifting consumer behaviour to increased cross-border competition — Watsons Singapore not only navigated the challenges, but also outperformed expectations.
It was the only health and beauty retailer in its category to grow its Brand Equity Index (BEI), topping the charts in the online business space as well. This growth reflects the company’s agility and ability to turn market headwinds into opportunities for deeper customer engagement and smarter business execution. “This recognition is a testament to our team's resilience, adaptability, and laser focus on what truly matters — our customers,” said Watsons Singapore.
Relentless focus on operational excellence
Watsons’ continued success stems from a business model built on discipline, efficiency, and innovation. Whether adapting its store footprint, optimising inventory management, or streamlining supply chains, Watsons has embedded operational excellence into its
DNA. The company’s ability to consistently deliver results — both online and offline — has allowed it to stay ahead in an increasingly competitive landscape. With refined store formats, digitised backend systems, and an agile approach to merchandising, Watsons has elevated both customer experience and business productivity.
Putting the customer at the centre
At the heart of Watsons’ strategy lies a clear priority: the customer. In 2024, Watsons deepened its focus on customer relationship management through personalised and automated CRM campaigns that drove both engagement and loyalty. Leveraging customer insights, these data-driven campaigns enabled Watsons to deliver timely, relevant offers whilst building deeper emotional connections.
The relaunch of its flagship Takashimaya store into a multi-sensory experience under the #WatsonYourMind concept further reflects its belief in creating immersive, customer-first environments. Post-renovation, sales at the location rose by more than 10%, showing the power of customer experience innovation.
Sustainable growth with purpose
Watsons also continued to lead with purpose, embedding sustainability into its growth story. In 2024, the company expanded its plastic recycling kiosk programme to 54 stores, introduced reusable bags in collaboration with WWF, and rolled out electric vehicle trials as part of its green logistics efforts.
From Kallang River clean-up initiatives to energy-saving motion sensors across its operations, Watsons reaffirmed that
responsible retailing is not just an initiative, but a mindset.
“To stay in the lead globally, our commitment to sustainability and community impact must remain as strong as our commitment to performance,” said the company.
Watsons’ Walk-In Order service sets a new standard in omnichannel retail Watsons was also named O2O Customer Experience of the Year - Singapore for the second consecutive year — a recognition of its work in blending online and offline retail through its Walk-In Order service.
Launched in 76 stores across the island, the service allows customers to browse the full Watsons product catalogue from any physical store, place digital orders on the spot, and choose home delivery or in-store pickup — offering unmatched flexibility and access.
Retail innovation with a human touch Watsons’ O+O strategy (Offline + Online), as part of the global AS Watson framework, is more than just a digital transformation initiative. It is rooted in a deep understanding that technology must enhance human connection, not replace it. The Walk-In Order service addresses key retail challenges in Singapore, such as space constraints and high rental costs, allowing every store to act as a mini e-distribution hub. This drives operational efficiency, reduces overstock situations, and increases the products available to shoppers.
Driving engagement and conversion
Early results speak for themselves. The WalkIn Order initiative has driven increased sales participation, with order values exceeding traditional offline purchases. Supported by trained store staff, the service ensures that even in smaller retail formats, customers enjoy personalised assistance and access to Watsons’ full range.
A future shaped by purpose, powered by innovation
These dual recognitions at the Retail Asia Awards reflect more than just another successful year — they affirm Watsons Singapore’s role as a forward-thinking, community-conscious leader in modern retail. With every initiative, the brand continues to push boundaries, guided by one unwavering mission: to help customers feel good, look good, and do good — every day, everywhere.
Watsons Singapore at the Retail Asia Awards 2025
At Heinemann, we strive to create a dynamic marketplace for the world´s most desired brands.
We have been turning travel time into valuable time across the Asia Pacific for over a decade while building a track record of operational excellence and strong partnerships.
We are constantly expanding our horizons, from international duty-free to downtown to domestic airport retail to online.
We look forward to welcoming you to Sydney Airport soon.
ION Orchard: Where luxury, culture and innovation converge
Singapore’s premier lifestyle destination leads in retail innovation, experiential storytelling, and exclusive brand partnerships.
Since opening its doors to Singapore’s shoppers in 2009, ION Orchard has grown to become the leader in the country’s ever-evolving luxury retail scene by continuously churning out groundbreaking retail concepts.
ION Orchard stands out for its iconic, award-winning architecture and pioneering duplex and triplex flagship boutiques. Today, with 15 years of heritage behind it, the mall continually reinforces its leadership as a premier luxury mall through programmes that prioritize exclusive hospitality, entertainment, and sustainability.
Personalised customer experiences
The ION+ Rewards Programme is designed to cater to the diverse preferences and lifestyles of its shoppers. The programme comprises four distinct tiers, each offering tailored privileges and experiences – ION+ Rewards, IONPRIVI, IONPRIVI ELITE and THE 100. One example of ION Orchard’s dedication to deliver personalised attention is ION Suite, an exclusive in-mall lounge, where eligible members can enjoy seasonal confectionery, discover the latest fragrance in an intimate session and more.
Launchpad for iconic brands and experiences
ION Orchard is the top destination for luxury retail launches and exclusive pop-up experiences, being home to nearly 300 local
and international premium brands such as Southeast Asia’s first Prada Caffé, Celine boutique, and Dior’s triplex flagship.
Amongst the unforgettable brand activations that have graced ION Orchard are French luxury jewellery and watch brand Chaumet’s celebrity-led pop-up with appearances by famous South Korean celebrities Cha Eun-Woo and Song Hye Kyo and TAG Heuer’s motorsports experience that featured Oracle Red Bull racing drivers Max Verstappen and Sergio Perez. During the last holiday season, Dior partnered the mall for its 15-metre star installation and café pop-up.
A cultural and sustainable destination
Renowned as a cultural landmark, ION Orchard celebrates the arts by showcasing art sculptures and ION Art, a dedicated gallery on level 4.
One notable art sculpture is Urban People by Kurt Laurenz Metzler. Standing in front of ION Orchard, this piece comprises six vividly coloured aluminium human characters that represent contemporary urban life, including the Lady Shopper and the Businessman.
As a champion of sustainability, ION Orchard has launched several innovative green initiatives, including a pilot takeaway
programme that enabled shoppers to borrow reusable cups and containers for their meal and beverage takeaways, the first mall in Singapore to create and embark on such a programme. Meanwhile, an ongoing food waste recycling programme turns waste into fertiliser that is used for mall landscaping.
The mall also regularly conducts fundraising events, the most recent of which was at its 15th Anniversary Gala where it raised over $170,000 for Community Chest, the philanthropy and engagement arm of the National Council of Social Service.
Immersive retail storytelling
To engage shoppers, ION Orchard spearheads immersive retail experiences that blend the physical and digital worlds.
“Dear ION,” a unique online 10-episode miniseries spotlighted five regional and local trendsetters – Blue Pongtiwat, Benjamin Kheng, Naomi Yeo, Mae Tan, and Glenn Young, and their shopping adventures in ION Orchard.
The mall also unveiled an art installation titled Garden Luminescence: Lost in Enchantment by Australian artist Amanda Parer. This piece featured inflatable replicas of endangered or extinct flowers in largerthan-life sizes. Additionally, ION Orchard launched Another Sphere, an augmented reality mobile experience that allowed shoppers to explore larger-than-life florals and unlock exclusive rewards.
The mall was declared Luxury Mall of the Year - Singapore at the recent Singapore Retail Asia Awards, an annual event that honours outstanding achievements, innovations, and excellence in the retail industry across the Asia-Pacific region.
“Looking ahead, we’ll continue to deepen partnerships with leading brands and push boundaries through innovation to reinforce ION Orchard’s position as the definitive destination for luxury shopping in Singapore,” said Ms Yeo Mui Hong, Chief Executive Officer, Orchard Turn Developments.
Looking ahead, we’ll continue to deepen partnerships with leading brands and push boundaries through innovation
Ms Yeo Mui Hong, Chief Executive Officer, Orchard Turn Developments
UrbanPeople, located in front of ION Orchard
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Empowering everyday lives: MR.D.I.Y. Indonesia’s path forward in 2025
The company drives growth through store expansion, smart curation, and community-driven inspiration.
MR.D.I.Y. Indonesia enters 2025 with disciplined momentum and a deep commitment to serving the evolving needs of Indonesian families. After marking its IPO in 2024 and surpassing the milestone of 1,000 stores in early 2025, the company continues to sharpen its focus on executing three core strategies: inclusive store expansion, curated product offerings, and targeted marketing.
Expanding access nationwide
With a target of opening at least 270 new stores in 2025 and 63 already launched in Q1, MR.D.I.Y. Indonesia continues to reinforce its presence across tier 2 and 3 cities and underserved communities.
Each store reflects the brand promise: Hemat (affordable), Lengkap (comprehensive product range), and Dekat (conveniently located). By growing its footprint strategically, MR.D.I.Y. is fulfilling its role as a reliable partner for Indonesian households seeking practical support in their daily lives.
Curating products for real-life needs
With more than 18,000 products across 10 categories, MR.D.I.Y. focusses on relevance over volume. The product range is continually updated to reflect customers’
daily challenges, aspirations, and creative routines. From mothers seeking simple home improvement hacks to small business owners looking for cost-efficient supplies, MR.D.I.Y. listens to what customers need and responds with thoughtful, value-driven selections.
Marketing that celebrates everyday people
Following the award-winning success of the Ada Aja Idenya campaign, MR.D.I.Y. is reinforcing its customer-first ethos with the 2025 campaign "Inspirasi buat yang Ada Aja Idenya." Rather than simply promoting products, the campaign celebrates the ingenuity of real families as well as customer stories who are inspired by MR.D.I.Y. items and the store experience.
From DIY projects to small businesses launched at home, these stories are shared through digital platforms, community activations, and Bazaar Inspirasi events— creating a loop of inspiration, participation, and empowerment.
Solid fundamentals, sustainable growth
MR.D.I.Y. Indonesia's financial discipline continues to deliver. In Q1 2025, revenue rose 57% YoY and net profit surged 160%, backed by strong cash flow and a healthy gross profit margin of 56%. These results reflect not only
Our decisions are guided by one principle: how we can make everyday life easier, better, and more inspiring
business growth but a model built on longterm customer value and trust.
"We are entering 2025 with the strength of a solid foundation and the humility to keep learning from our customers. Our decisions are guided by one principle: how we can make everyday life easier, better, and more inspiring for the people we serve," stated Edwin Cheah, President Director of MR.D.I.Y. Indonesia.
Retail as a platform for empowerment
Through its “MR.D.I.Y. untuk Indonesia” sustainability programme, the company collaborates with micro, small, and medium enterprises, supports women and local communities, and embeds environmental responsibility in its supply chain. It is also proud to be the first Indonesian retailer to join the UN Global Compact.
What’s
next
As the year progresses, MR.D.I.Y. will continue executing its expansion with empathy, refining the in-store experience, and crafting communications that elevate customer voices. The company remains focussed on building a scalable, inclusive, and impactful ecosystem where every Indonesian can find ideas, solutions, and a sense of belonging.
From household products to everyday stories, MR.D.I.Y. Indonesia is more than a retailer—it is a partner in building a better day-to-day life, one practical idea at a time.
MR.D.I.Y. Indonesia
MR.D.I.Y. Indonesia ensures families can access affordable, quality household products
Driving the shift to electric vehicles
With strong government support, a growing charging network, and lifestyle-centred services from Performance Motors, switching to an electric vehicle in Singapore has never been easier.
The future is electric, and it is charging fast. In Singapore, the quiet presence of electric vehicles (EVs) on the roads has become a more common sight as the country takes an accelerating journey towards sustainable mobility.
Fuelled by government support, including the EV Early Adoption Incentive, and changes to the Certificate of Entitlement Category A to make more mass-market EVs accessible, buying interest has surged. The benefits are compelling – electricity is cheaper than petrol, and EVs require less maintenance with fewer moving parts that could break down.
Helping to lead this change is Performance Motors Limited (PML), the long-time authorised BMW dealer in Singapore. BMW is currently the leading EV brand in the local premium automotive segment, with a comprehensive EV lineup that spans most of its core models. PML ensures a complete ownership experience – from purchasing and servicing to charging and beyond.
Are you thinking of getting an EV? Here’s what to consider, and how PML can support you along the way.
Excellent range of EVs
Range anxiety is a common concern for EV buyers who worry about running out of battery mid-journey. But with the average Singapore driver clocking just above 50km a day, most EVs – typically offering between 300km and 500km range – can easily meet everyday needs. Models like the BMW iX and BMW i7 have over 600km on a full charge, giving even more assurance for longer journeys.
If in doubt, potential car buyers can speak to a PML sales consultant on a suitable EV for their commuting needs.
Charging made easy
Singapore’s EV charging network is fast expanding. According to the Land Transport Authority, there are over 15,300 charging points at the end of 2024, with plans to reach 60,000 by 2030.
PML
offers a comprehensive lineup of BMW EVs that fit different lifestyles, along with a complete ownership experience
To support its customers, PML partners with various charging operators to provide attractive EV charging packages.
One such collaboration is with ComfortDelGro (CDG) Engie, which gives its new BMW EV owners complimentary EV charging for two years or $5,000 worth of charging credits via the PML Exclusive Mobile Charging with CDG Engie package.
Another partnership brings the benefits of solar charging to EV owners’ homes, with buyers of an electric BMW from PML enjoying up to $6,888 off* the installation of a residential solar energy system by Eigen Energy.
A lifestyle fit
PML also demonstrates how an EV can fit into customers’ lifestyles seamlessly. Through its PML Sustainability Challenge, selected industry leaders get behind the wheel of a BMW EV for a three-day, two-night extended test drive, experiencing in real life how it compares to their regular cars.
What stands out for many is the EV driving experience. First, it is incredibly quiet, providing a relaxing ride. Then there is instant
torque, which delivers a swift and responsive acceleration from a standstill, making the experience fun and dynamic.
For those who enjoy their getaways to Malaysia, cross-border convenience is covered by PML. Its BMW EV owners can use their CHARGE+ credits in Singapore and Malaysia*. What’s more, PML has partnered with P-Up, a mobile EV charging service provider, to offer 24-hour roadside assistance with coverage extending to Johor Bahru.
Smooth and smart servicing
EVs require less maintenance than petrol cars but still need expert care. PML has a large team of BMW-certified High Voltage technicians who are specially trained to service EVs, thereby assuring customers that their EVs are in safe hands.
Customers also enjoy a seamless experience with Contactless Key Drop Lockers, allowing them to leave their vehicles for servicing with minimal disruption to their day.
They could also adjourn to the PML café in its showroom to enjoy a curated breakfast, pre-ordered during their online service check-in. With a rotating menu of items such as blue pea nasi lemak, seafood laksa and sous vide eggs, servicing at PML becomes an experience to look forward to.
Towards a greener future
Car buyers have the power of choice on the drive train that best suits their needs and lifestyles. But for those thinking of going electric, PML – with its range of BMW EVs, technical expertise and lifestyle-focused services - is here to help them make that confident move towards a greener future.
(* T&Cs apply)
Performance Motors offer a wide range of BMW electric vehicles including the fully-electric BMW i4
Central Pattana, Thailand's No.1 Real Estate Developer wins Retail Asia Awards 2025 for ‘Eco-Friendly Mall
of the Year’ and ‘Integrated Campaign of the Year’
Thailand’s No.1 listed real estate developer and key subsidiary of Central Group, Central Pattana was recognised at the Retail Asia Awards 2025, winning Eco-Friendly Mall of the Year – Thailand for Central Westville, the country’s first semi-outdoor, low-carbon mall. The company also received Integrated Campaign of the Year – Thailand for a tourism-focused campaign that drove a 300% increase in traffic.
Central Westville sets a new benchmark for sustainable development designed to reduce carbon emissions, promote well-being, and encourage eco-conscious living, it showcases how environmental responsibility and commercial success can go hand-in-hand. Building on this momentum, Central Pattana will launch Central Krabi in October 2025, Thailand’s first sustainable mall in a top-tier tourist destination.
Through a unified mix of digital, traditional, and experiential marketing across 12 tourist malls, Central Pattana continues to champion customer-first innovation and support Thailand’s tourism economy.
Wining these awards reaffirm our leadership in sustainability and customer-first innovation and reflect the company’s commitment to sustainable business practices alongside promoting Thailand’s tourism economy
Welcoming more than 67 million tourists, across 12 tourist malls
Dr. Nattakit Tangpoonsinthana Chief Marketing Officer, Central Pattana Plc.
Rebranding pays off: AZKO wins Marketing Initiative of the Year - Indonesia at Retail Asia Awards 2025
It has achieved an impressive 265% growth in omnichannel sales and a 32% growth in impressions.
Over 30 years of experience, AZKO, a home and life improvement brand with a product collection from A to Z, under retail company Aspirasi Hidup Indonesia (formerly known as ACE Hardware Indonesia), has been recognised in the Marketing Initiative of the Year - Indonesia category at the prestigious Retail Asia Awards 2025.
The brand was awarded this recognition for successfully implementing innovative marketing strategies that enhanced brand visibility and customer engagement in conjunction with its launch.
Omnichannel
strategy
Aligned with digital trends, AZKO has adopted an omnichannel strategy to strengthen customer connections. This includes always-on digital campaigns, double date promotions featuring 14-hour live shopping sessions, collaborations with five leading banks and financial services, and a buy now, pay later option with 0% instalment plans for up to 12 months.
The brand has also intensified promotions through over 1,000 influencers and digital news platforms, whilst expanding from radio to digital music streaming services and leading over-the-top platforms, enhancing engagement as well as aligning with customer behaviour.
These strategies led to strong growth in
2024, with the company's profit increasing to IDR892b, an increase of 15.8% from IDR770b the previous year. At the same time, omnichannel customers have also grown 158% to 242,000 in 2024, with the total omnichannel sales achieving tripledigit growth of 265% in the same year. Customer lifetime value for omnichannel shoppers has also increased to IDR8.2m.
Marketing transformation has peaked at the end of 2024 through Q1 2025 with a 360-degree integrated marketing strategy
As part of its strategic transformation, AZKO remains committed to innovation, value creation, and broader customer engagement’
for AZKO’s launch on 1 January 2025, which has attracted more than 200,000 attendees in central Jakarta.
Extensive publicity through billboards, videotrons, banners, and over 100 media collaborations has likewise generated over 320 million impressions.
Customer engagement has been further enhanced through an exclusive live shopping event, offering special promotions during the launch night.
Aspirasi Hidup Indonesia introduced AZKO's first flagship experience store, hosting exclusive tours for media representatives, analysts, as well as business partners.
This has resulted in the attraction of new customers, strengthened loyalty, and significant sales boost.
Sales
growth and strong brand presence
In the first quarter of 2025, the company recorded sales growth of 7.2% compared to the same period the previous year, reaching IDR2.14t. This was also supported by a Same Store Sales Growth of 2.2%. This also succeeded in increasing physical store visits by 5% following the rebranding, with a total of 19 million store visits recorded throughout Q1 2025.
Moreover, the brand has gained over 683 positive media coverages and a news value exceeding over IDR35b. These initiatives have strengthened AZKO’s brand presence and have proved the company’s excellence in navigating the evolving retail landscape.
“As part of its strategic transformation, AZKO remains committed to innovation, value creation, and broader customer engagement,” the company said.
The Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia Pacific region.
AZKO at the Retail Asia Awards
AZKO flagship store in Indonesia
THE NO.1 SPORTING GOODS STORE IN THAILAND
Reimagining retail: Singtel takes home two accolades at Retail Asia Awards 2025
Singtel's double win at the Retail Asia Awards 2025 signals a new era in telco retail.
Singtel clinched two coveted titles at the 2025 Retail Asia Awards in recognition of its bold retail transformation, both online and offline. These wins affirm the company’s unwavering commitment to innovation, customer-centricity and redefining telco retail in the digital age.
A new blueprint for telco retail Singtel’s flagship store at 313@Somerset is a dynamic, experience-led space that was purposefully designed to transform the customer journey. Every inch of the store is thoughtfully curated for optimal customer engagement—from its floor-to-ceiling curved LED screens to its welcoming tech displays that make it easier for customers to try out new technology.
The store also features the world’s first TikTok Creator House in a telco setting – a fully-equipped, soundproofed content studio replete with 4K HD cameras, wireless microphones, and custom-built production editing equipment, which a growing community of digital creators and small businesses can use to produce.
Complementing this creative hub is the CASETiFY shop-in-shop, which allows customers to personalise and print their own phone cases. Both the TikTok Creator House and CASETiFY shop-in-shop expand
the store’s appeal beyond traditional telecommunications products, enhancing its relevance to younger, digitally-savvy audiences.
Optimising for experience and efficiency Transformation did not stop at 313@ Somerset. Singtel replicated the flagship’s modular, digital-first concept at Jurong Point and AMK Hub. Jurong Point, in particular, has seen a 10% increase in sales traffic since its renovation. Central to this transformation was a rethinking of customer flow using design thinking principles. To reduce waiting times and improve service personalisation, Singtel introduced a digital queue system supported by a concierge team and pre-engagement e-catalogues that allow customers to indicate their needs in advance.
This has empowered staff to focus on meaningful, high-value interactions, even with a leaner frontline workforce.
In addition, sustainability is woven into every touchpoint. Singtel’s stores incorporate e-ink price tags, motion-sensor lighting, upcycled materials, and vertical farming through a partnership with Grobrix, supplying produce to charitable causes. Both 313@Somerset and Jurong Point are BCA Green Mark Platinum certified, reinforcing Singtel’s commitment to the environment.
A smarter digital experience
Beyond the physical realm, Singtel has revolutionised the online customer journey through its award-winning Contextual Search initiative—an intelligent, AI-powered tool
designed to improve search relevancy, increase engagement, and drive sales on Singtel’s digital platforms.
Instead of a static search bar, users now interact with layered contextual categories. When the search icon is clicked, first-level categories such as Support, Roaming Help, and Store Locator appear. Once a query is entered, second-level categories like Shop or Business are activated, refining the results. If the query pertains to the eShop, customers are shown a visual interface resembling the online store, making navigation seamless.
The Contextual Search tool also features a Related Services segment, powered by machine learning algorithms that provide real-time, relevant suggestions. This significantly reduces browsing time, guiding customers more efficiently to the information or product they need.
Since launch, the Contextual Search initiative has delivered tangible outcomes: 2.2x increase in search usage; 2.3x increase in attributable sales; and users spent 10 minutes longer on-site, on average, compared to those who did not use search.
‘We will continue to innovate to better serve our customers, both online and offline, as well as push the boundaries and set new standards in telco retail.’
World’s first TikTok Creator House in a telco setting for digital creators and small businesses to build their brands.
Robinsons Malls Gives the Philippines 2 Major Wins in Retail Asia Awards 2025
Robinsons Land Corporation celebrates a remarkable double win at the 2025 Retail Asia Awards, with Opus named New Mall of the Year and Robinsons Antipolo awarded Regional Mall of the Year. Launched in July 2024, Opus has quickly risen as Metro Manila's premier destination for luxury, leisure, and lifestyle: home to first-in-market global dining concepts, immersive retail experiences, and groundbreaking entertainment offerings like the country's first inclusive Family Cinema. Meanwhile, Robinsons Antipolo was recognised for seamlessly blending modern living with local culture, offering open-air spaces, pet-friendly zones, and vibrant community-driven events that have made it the beating heart of Rizal. These distinctions affirm Robinsons Malls commitment to delivering world-class destinations that elevate everyday life across the country.
CelcomDigi Berhad takes home two accolades at Retail Asia Awards 2025
The company won Telecommunications Retailer of the Year - Malaysia and Innovation Team of the YearMalaysia for harmonising distinct retail networks.
Telecommunications company
CelcomDigi Berhad received two major awards at the 2025 edition of the Retail Asia Awards for successfully maximising opportunities and navigating complex challenges brought by the successful merger of Celcom and Digi in late 2022.
The merger resulted in CelcomDigi instantly becoming Malaysia’s largest telecommunications provider with a combined base of over 20 million customers and the most extensive network of branded retail stores nationwide.
However, the merger also resulted in two distinct retail networks, systems, key performance indicators (KPI), and service cultures that needed to be harmonised.
People- and customer-first strategy
Frontliners had to navigate overlapping processes and multiple systems across stores. The company saw an opportunity for customers to reimagine its retail approach using a people- and customer-first strategy to create a unified brand experience, supported by a new modern store design showcasing the latest in technology and connectivity.
What followed suit was an effort to unite the retail team under a single identity: the CD Champions. The company harmonised KPIs and standardised ways of working to ensure fairness and clarity. Whilst targeted training empowered retail teams with product confidence, system fluency, and a consistent service mindset, CelcomDigi invested over thousand training hours to upskill its frontline staff, equipping them to deliver digitally enhanced customer experiences. This included standardising ways of work, uniforms, job-related benefits, KPIs and working hours.
The company also introduced a unified commission structure: monthly payouts for frontliners and strategic quarterly incentives for leadership. This ensured that every role contributes meaningfully to business growth. In a bold move to enhance both customer access and sales productivity, it also extended its store operating hours to seven days a week, including public holidays. This increased convenience for customers and customer confidence in the CelcomDigi brand and significantly lifted frontliner
productivity. These sentiments and data are tracked through unified KPI dashboards and YoY business growth, sales performance metrics, incentive and commission data, as well as training participation and engagement feedback. CelcomDigi’s customer journey was also reimagined under a unified framework known as the CD Signature Service, built on the tenets of Engage, Enrich, and Empower. This introduced a consistent and heartfelt customer interaction model across stores, from its signature greeting to frontliners actively demoing products and resolving customer issues on the spot.
Transformation of CelcomDigi branded stores
Another major component of its transformation was in its retail store design, which the company kicked-off with an open invitation for customers to participate in shaping the interior design of its stores. From layout ideas, furniture selection to ambience preferences, customers played an active role in influencing the ideal store experience for the new line of CelcomDigi branded stores.
‘We are a united front, purpose-driven and performance-focused’
To bring this vision to life, the company partnered with world-renowned design house Pininfarina a world-renowned Italian design house well-known for its sleek and functional aesthetics. The collaboration was a first-ofits-kind in the Malaysian telco space, blending Italian design precision with local insights to deliver a superior customer retail experience
to its customers.
The new stores now feature a modern, intuitive layout, vibrant brand expression, digital interfaces, and streamlined customer flows. The design enhances exploration and ease, making every visit seamless and immersive, whether customers are browsing, troubleshooting, or transacting.
Measurable impact
Over the last 24 months as of writing, post transformation, the company has seen a 30% incremental in store productivity with Retail CSAT achieving 96%. These efforts demonstrate how an effective people integration exercise, paired with a clear strategy and purposeful culture-building, can create a lasting impact post-merger.
“We are a united front, purpose-driven and performance-focused. We have embraced change, broken down barriers, and built a winning formula that we believe will fuel CelcomDigi’s success in the years to come,” the company said.
CelcomDigi was recognised as the Telecommunications Retailer of the Year - Malaysia, whilst the CD Champions were honoured as the Innovation Team of the Year - Malaysia for their outstanding integration and operational performance post-merger. This is truly a reflection of CelcomDigi’s purpose in Advancing and Inspiring Society and its employer value proposition to Grow with Purpose and Build with Trust.
Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across companies in the Asia-Pacific region.
CelcomDigi Berhad at Retail Asia Awards 2025
ALBERT DEL FONSO
Packaging the future: Why Asia’s F&B sector must treat sustainability as strategy
Asia’s food and beverage (F&B) industry is under intensifying pressure to decarbonise and reduce waste across its value chain.
Food systems are responsible for nearly 30% of global greenhouse gas emissions, and the region alone produces over 1.5 million metric tonnes of food packaging waste annually.
At the same time, climate-related disruptions, supply chain instability, and increasing consumer scrutiny are elevating sustainability as a top priority in boardroom discussions.
Governments are responding decisively by introducing ESG (environmental, social, governance)-linked legislation, mandatory reporting schemes, and extended producer responsibility (EPR) frameworks that are reshaping industry norms.
But whilst decarbonisation efforts have largely focused on energy use and agriculture, packaging is emerging as an often-overlooked but high-impact lever for change. For food and beverage players looking to future-proof their operations, packaging innovation may well be the most pragmatic and powerful place to start.
Packaging innovation is no longer optional. It is the lever through which the sector can decarbonise, build resilience, and meet rising consumer and regulatory expectations.
Regulations are reshaping the game Across Asia, sustainability-related regulation is accelerating, prompting the F&B industry to rethink packaging strategies.
Singapore’s Mandatory Packaging Reporting framework under the Resource Sustainability Act requires companies to report on packaging use and submit 3R (reduce, reuse, recycle) plans, paving the way for an extended producer responsibility scheme by 2025.
Malaysia’s Plastics Sustainability Roadmap 2021–2030 outlines a national shift towards a circular plastics economy, including single-use plastic bans and recycled content targets.
The Philippines enacted its EPR Act in 2022, mandating producers to recover increasing amounts of plastic packaging waste—rising from 20% in 2023 to 80% by 2028. Meanwhile, Indonesia’s Regulation No. 75/2019 sets targets for 100% recyclable packaging and 50% recycled content by 2028, alongside mandatory waste reduction plans.
Global policies are also shaping local action. In Europe, the EU Single Use Plastics Directive mandates tethered caps on beverage packaging by 2024, whilst the forthcoming Packaging and Packaging Waste Regulation (PPWR) sets ambitious targets for recyclability and reuse by 2030, influencing industry standards worldwide.
Manufacturers in Asia must not only respond to these shifts but anticipate their implications and lead. Whilst some aspects of the legislation are still being finalised, its direction is clear and its ripple effects are already being felt across global supply chains.
For packaging providers and manufacturers, the challenge lies not just in keeping pace, but in contributing constructively to policy design and implementation. It is vital that industry players take a lifecycle perspective to ensure not only product compliance, but also continuity, resilience, and positive environmental impact.
ALBERT DEL FONSO Packaging Portfolio Director
Pak
Regulations like the PPWR are not merely compliance hurdles; they offer an opportunity to collaborate, innovate, and help shape a more circular packaging ecosystem.
The message is clear: innovation is no longer a competitive advantage; it is a baseline expectation.
Turning innovation into impact
Forward-looking companies are seizing the moment to lead, not just adapt. One notable case in Europe saw the launch of a 90% renewable aseptic beverage carton, incorporating a paper-based barrier and plant-based polymers. The result: a 33% reduction in carbon emissions, validated by independent lifecycle assessments.
This sets a new industry benchmark, especially as investors and regulators alike begin demanding quantifiable sustainability metrics.
In Asia, these innovations are not theoretical. A growing number of manufacturers are integrating Forest Stewardship Council-certified paperboard, plant-based caps and straws made from sugarcane, and recycled polymers into their portfolios.
These solutions are not just environmentally sound—they are operationally scalable, plug-and-play on existing lines, and traceable back to responsible sources, such as Bonsucro-certified sugarcane.
Why sustainability pays
For food and beverage manufacturers, sustainability is becoming increasingly synonymous with operational efficiency. Integrating sustainable alternatives such as energy-efficient machinery, optimising usage of water, and adopting advanced automation processes are no longer just environmental choices, they are strategic investments that lower costs and improve performance.
These efficiencies are particularly valuable as companies navigate rising energy costs, tighter regulatory oversight, and mounting ESG disclosure requirements. In this context, investing in sustainable packaging and processing solutions is not merely a nod to environmental responsibility—it is a strategic move to enhance longterm profitability, build resilience, and ensure supply chain continuity.
Leading the transformation
The implications for business leaders are clear: packaging must be viewed not as a fixed cost, but as a strategic enabler of long-term value. This means re-evaluating the macro trends, investing in innovation partnerships, and integrating sustainability into product development cycles from the outset.
Importantly, sustainable packaging offers downstream benefits— from meeting retailer expectations and aligning with investor ESG benchmarks to reducing exposure to carbon taxes and adapting to evolving global trade and regulatory standards.
As Asia’s regulatory, economic and consumer dynamics evolve, the F&B sector stands at a pivotal junction. Those who choose to lead on sustainable packaging now will not only stay ahead of the compliance curve, but they will also shape the market norms of tomorrow.
Tetra
THE ORIGINAL BIRKENSTOCK FOOTBED A TOOL FOR WALKING
