Dr. Chui Chui Tan Part 2 | What Spotify, Bumble & Global Brands Get Right (and Wrong) About Cultural Expansion

In Part 2 of this special episode of The Negotiation, host Todd Embley continues the conversation with Dr. Chui Chui Tan, founder of Beyō Global. This episode focuses on practical examples from Chui Chui’s work with global brands, including Spotify and Bumble, and what it really takes to launch successfully in new markets.

Chui Chui unpacks how Spotify adapted its product strategy for dozens of international markets using deep local insight, and how Bumble rethought its approach to dating culture when expanding into APAC. She also shares practical advice on timing, market selection, and the right metrics for measuring success in global rollout.

For brand owners, operators, and marketers looking to understand what separates global hits from cultural flops, this episode is packed with wisdom and real-world experience.

Discussion Points (Part 2):

• How Chui Chui worked with Spotify to understand local behavior in 45+ countries
• Cultural and strategic lessons from Bumble’s international expansion
• Frameworks for deciding when and where to grow globally
• Common mistakes companies make when entering new markets
• Metrics and qualitative signals that show cultural adaptation is working
• Chui Chui’s final advice for companies aiming to expand internationally with care and insight