Huxly Global Expands into APAC With Two Strategic Senior Appointments

Global brand strategy and innovation consultancy, Huxly Global, has officially announced its expansion into the Asia-Pacific region, marking a significant step in the company’s continued growth and commitment to helping brands unlock meaningful, culturally grounded innovation. To drive this next chapter, Huxly has appointed two new senior hires: Harshita Mullick, previously at MMR Research Worldwide, and Coco Wu, a cultural and semiotics specialist with deep experience across Asia. The move reflects the rising demand from clients in one of the fastest-evolving consumer landscapes in the world. APAC is a region where trends shift quickly, markets move faster than the usual rules allow, and consumers expect brands to keep up. Being on the ground simply makes sense.

Harshita Mullick, Huxly’s new Strategy Director, brings a background rooted in Food and Sensory Consumer Sciences, as well as a proven track record in delivering front-end innovation that blends cultural insight with real consumer experience. She has been instrumental in building sensory-led design approaches that help brands create products that feel relevant, memorable, and future-proofed. “For me, the most exciting challenges are the messy ones,” says Harshita. “APAC moves fast and demands new thinking, not recycled global playbooks. Huxly’s approach allows us to get past surface-level trends and uncover the deeper, sensory-driven needs that shape what people actually want. Being here means we get to work alongside brands in the moments where change is happening in real time.”

Coco Wu joins as Associate Strategy Director, bringing her expertise from Kantar Consulting, Space Doctors, and several years operating as an independent consultant across beauty, fashion, tech, wellbeing, and lifestyle categories. Her work has focused on decoding culture, reframing narratives, and helping brands build strategies that resonate across diverse markets. “In APAC, cultural nuance is everything,” says Coco. “This region is not one story. It is hundreds. Establishing a strong local presence means we can help clients make decisions based on what is actually happening in people’s everyday lives. I’m excited to expand the power of using culture in innovation and show brands how cultural insight can turn into commercial impact.”

Together, Harshita and Coco will lead the rollout of Huxly’s Sensational Thinking approach across the region. This method goes beyond what consumers say they want and focuses on how they experience the world. The result is innovation and brand building that is culturally relevant and emotionally irreplaceable. Commenting on this move, Managing Director at Huxly Global, Claire McCormack, said, “APAC has always been a critical region for us and our clients and I’m excited to now invest in greater presence and depth in the region. Harshita and Coco bring sharp thinking, cultural intelligence, and the ability to turn insight into truly rewarding innovation. They represent exactly what Huxly stands for, and I am excited to see the flair they will bring to the APAC market.”

Huxly has worked in APAC markets for years, but this expansion marks the first dedicated regional hub. The new team will be based in Singapore, with the flexibility to partner across Southeast Asia, China, South Korea, Australia, and beyond. According to both Harshita and Coco, if there is one thing Huxly APAC will be known for in the near future, it is creating brand experiences that people don’t just notice, but feel.