Section
Playbooks
How a real Southeast Asian business actually makes its money — one operator, one model, real numbers.
PlaybookReportage
One tenth on research, nine tenths on hooks: Sonic Song’s NTD 30m split
A tenth of the mandate went into market research and consumer surveys in the first month or two. The other nine tenths bought things a player could hold.
PlaybookReportage
Every rebrand has a physical floor. Souper Tang's is 2,500 sq ft.
Every repositioning has a physical floor. At Malaysia’s Souper Tang the number is 2,500 square feet, and finding it cost the group twelve Klang Valley outlets and three years out of the market.
PlaybookReportage
Nhà Chống Lũ makes each family fund half its own house. Then it waits.
Vietnam’s best-known flood-housing programme puts at least half the cost of every home on the household that will live in it, and holds the line when a family cannot pay. The waiting is the design, not the failure.