Huxly Global Expands Its Global Footprint with an APAC Launch Event in Singapore

Global innovation consultancy Huxly has expanded into Asia-Pacific with the launch of its APAC office in Singapore. This move comes as a response to the growing demand from brands that are now looking to build more culturally relevant innovation across the region. The launch, marked by an industry gathering at The Fullerton Hotel on January 15, where senior leaders from FMCG, beverage, and consumer brands came together to discuss how innovation needs to change in markets defined by cultural diversity, rapid change, and rising consumer expectations.

Claire McCormack, General Manager at Huxly, opened the event by outlining why APAC is such a critical focus for the business and for brands more broadly. “APAC is setting the pace for the rest of the world. It’s the region with the most cultural variation and the greatest intensity of innovation. Huxly has worked in APAC before, but for us to truly create meaningful product experiences here, we needed to be on the ground. We know our approach to intentional innovation can make a real difference here. Launching in APAC means that we can now work even more closer with clients to create products that truly make an impact and get people talking.”

Huxly’s expansion into the region builds on its existing global footprint and the need for broader conversations around how brands should be approaching innovation for a new generation of consumers. As products become easier to replicate, and trends travelling faster than ever, cultural understanding has become a key differentiator for long-term success. A panel discussion featuring leaders from Coca-Cola, Diageo, Mondelez, and MMR brought this reality into sharp focus. Panelists shared how innovation decisions are increasingly shaped by local context, consumer emotion, and cultural fit, rather than product performance alone. The conversation reflected a shared understanding that brands in APAC must balance global consistency with local relevance, often across vastly different consumer mindsets and expectations.

Coco Wu, Director of APAC Strategy at Huxly, spoke about the role culture plays in connecting with younger consumers, particularly Gen Z, whose relationships with brands are influenced by identity, community, and lived experience. “In APAC, Gen Z is actually the first generation to grow up in a compressed world, where social changes arrived all at once rather than gradually. I think this makes it so important to understand the cultural world they live in so we can help brands make sense of how they can innovate products that appeal to them and fit into their lives.” Attendees were also invited to take part in a co-creation session, working through the development of a healthy snack concept using Huxly’s collaborative approach.

The session highlighted how insight-led thinking and cultural awareness can shape clearer, more confident decisions. Harshita Mullick, APAC Strategy Director at Huxly, shared how this approach helps brands stay grounded in real consumer needs rather than assumptions or short-term trends. “Intentional innovation means nothing is accidental, and that every moment of the product experience is deliberately designed. When every touchpoint ladders up to the true need, rooted in culture that you’re solving for, you create an experience that feels meaningful, memorable, and impossible to copy, which is something that is so important right now.”

The event ended with informal networking, giving guests the chance to continue discussions and connect with peers facing similar challenges across the region. With its APAC presence now in place, Huxly will continue supporting brands across Asia-Pacific as they navigate growth, complexity, and the need to create products that genuinely resonate with the consumers they serve.