Carmen Chiu discusses brand expansion in Asian markets

Carmen Chiu, the director of branded products at Hong Kong-based Maxim’s Food Group, discusses her strategy for introducing international brands to Asian markets. Chiu emphasizes the importance of brand heritage and emotional connection, noting that understanding a brand’s history is vital when presenting it to consumers who may be unfamiliar with its origins.

Throughout her career, which includes roles at Ferrero, Godiva, Fortnum & Mason, and Shanghai Tang, Chiu has focused on brands with significant legacies. She highlights that successful market entry requires balancing a brand's historical soul with a deep understanding of local culture and consumer behavior. During her tenure at Godiva from 2012 to 2019, she navigated the expansion of the Belgian chocolatier into China as luxury confectionery became more prevalent among Mainland Chinese consumers.