When we first connected with Asian Boss in Sydney, they were still early in shaping their channel, format, and voice. The direction was evolving, and the long-term mission was still taking form.

What was clear, however, was the ambition to tell meaningful, people-driven stories from Asia and to make those stories understandable and relevant to audiences outside of it.

The challenge at that stage was one of clarity and translation:
how to present local perspectives in a way that could resonate globally, without flattening cultural nuance or context.

We were brought in to support the creation of Asian Boss’s first videos, helping explore storytelling approaches, tone, and structure that could carry across borders. Over time, this work contributed to a clearer editorial direction that would later align with Asian Boss’s broader mission of bridging understanding between Asia and the rest of the world.

As Asian Boss went on to grow into a global media platform, eventually reaching over 3 million subscribers, our paths diverged. Years later, we reconnected during a trip to Korea, where the relationship evolved into a more advisory role, offering strategic and creative input based on their scale and direction.