Expanding into Asia Pacific is exciting. It’s dynamic, fast-growing, and full of opportunity. But it’s also nuanced — what worked in the US or Europe might not land the same way here.
At Bud, we’ve helped dozens of global brands establish their voice in markets like Singapore, Australia, the Philippines, and Malaysia. We’ve seen what works, what doesn’t, and what too many brands miss when they launch.
This isn’t about splashy campaigns or big-bang announcements. It’s about building long-term awareness and trust through smart communications — rooted in a unique point of view, credible thought leadership and an understanding of how your target market ticks.
Here are five essential moves to make your APAC launch more effective — and a lot more human.
5 PR Expansion Strategy Moves Most Global Brands Overlook
1. Don’t Just Translate. Localise the Narrative.
Global messaging is a great starting point — but it’s rarely the finish line. What resonates in London or San Francisco might feel tone-deaf in Singapore or Sydney.
Instead of direct translation, localise your story. Reframe your value in a way that connects with real, local challenges. If you’re a fintech brand, how do you help APAC users where digital trust or banking access is different? If you’re in HR tech, what role do you play in a culture where hierarchy and harmony might carry more weight? See how we did this with Tiger Brokers here.
2. Start Telling Your Story Before You Land
Many brands wait until everything is “ready” — first hire, first client, local website — before they begin building visibility. That’s a missed opportunity.
Inbound comms starts early. Tease your presence. Share behind-the-scenes posts. Publish insights from your leadership team that signal your intent to be part of the conversation — not just drop in when it’s time to sell.
Think about:
Sharing founder POVs on LinkedIn
Running a virtual roundtable with local experts
Engaging early media contacts in a soft intro phase
3. Build Early Credibility With Owned Content
Don’t put all your energy into pitching journalists. Especially in markets where media is stretched or hyperlocal, your owned content matters more than ever.
A simple blog, a few sharp LinkedIn posts, or a landing page answering regional FAQs can be the difference between a brand that looks serious — and one that looks lost.
Focus your content on:
Solving real, regional pain points
Explaining how you differ from incumbents
Sharing learnings from your global journey
4. Partner With People Who Know the Landscape
APAC is not one market — it’s many. Media etiquette in Singapore is different from Sydney. What counts as news in Manila won’t always fly in KL.
Brands that thrive here work with local experts who know how to navigate nuance. Whether that’s your agency, advisors, or early hires, make sure you’ve got people who understand the pace, platforms, and press in each place.
Don’t expect all heads to turn when your global CEO arrives in town either. Unless there is major news to announce, local and diverse voices are preferred over a CEO visiting for just a few days.
5. Align Comms With Sales — Without Sounding Like Sales
Your comms and sales teams should be in sync, especially when entering a new region. But here’s the trick: your messaging needs to guide, not push.
What questions are local decision-makers asking? What proof points matter to them? Answer those through your content and storytelling — before they ever speak to your team.
Co-create assets like:
A localised “Why now?” narrative
Short explainer videos for prospects
Case studies that speak to relevant industry or market conditions
Final Word
Your APAC launch isn’t just about sales — it’s about language, empathy, and understanding.
The brands that win here show up early, tell the right stories, and build trust before they ask for anything in return. That’s what market expansion is all about - and it’s how you turn a new market into a long-term growth engine.