Global Growth Starts with Culture: Dr. Chui Chui Tan on APAC Expansion and Strategic Insight

In Part 1 of this two-part episode of The Negotiation, host Todd Embley welcomes Dr. Chui Chui Tan, founder of Beyō Global and a leading voice in international growth strategy. With over 16 years of experience helping brands like Spotify, Bumble, and Google expand into new markets, Dr. Tan shares how cultural insight—not just translation—can make or break global product launches.

This conversation examines how Beyō Global assists companies in developing culturally intelligent expansion strategies that extend far beyond localization. Dr. Tan explains the distinction between localization and culturalization, and how a nuanced understanding of history, social behavior, and consumer psychology can set brands up for success.

Tune in to hear her approach to assessing new markets, how global expansion into APAC differs from the West, and why many brands still get cultural strategy wrong. Stay tuned for Part 2 next week, where we dive into case studies with Spotify and Bumble, and explore common pitfalls in global expansion.

Discussion Points (Part 1):

• What led Chui Chui to found Beyō Global, and how her UX background shaped her global mindset
• The company’s mission and how it helps brands build culturally attuned expansion strategies
• How culturalization differs from localization—and why that matters in global growth
• The strategic process Chui Chui uses when assessing a brand’s readiness to expand
• The importance of historical and behavioral insights in shaping market entry plans
• Tips for approaching diverse APAC markets and avoiding Western-centric missteps
• Key differences between growing in APAC vs Western markets and what brands need to adapt