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We are brand acceleratorsincubatorsdistributors.
We are Asia Circles.

Incubating
Start in Asia with custom strategies and insights to establish a strong growth foundation
Accelerator
Quickly boost visibility and engagement through targeted marketing and partnerships
Distribution
Leverage our network to make your products widely available, increasing customer reach.
E-commerce
Optimised D2C store management across targeted e-retail platforms

    Asia Circles Expertise

    We’ve brought success to brands including…

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    Tru Niagen logo greyscale
    Vitabiotics logo greyscale
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    What we do

    Social Commerce Success

    How we do distribution differently
    We take our approach from both the brand and the distributor side.
    With a decade of experience, we understand brand priorities and concerns.

    At the core of Asia Circles is the commitment to fostering lasting relationships and mutual growth through market-specific strategies and deep-rooted local connections.

    Sustained success & expansion is our passion.

    Network

    By leveraging our extensive network of partners and influencers across the region, we tailor marketing and distribution strategies that resonate with local, digital first audiences.

    Data

    Leveraging proprietary AI and e-Commerce analysis technologies, we build distribution strategies through Data.
    This also covers stock and inventory management, consumer data, and KPI setting.

    Experience

    Our hands-on experience and understanding of the Asian market enables brands to navigate cultural complexities, ensuring their message not only reaches but also engages and converts.

    See our latest insights

    1 Bangkok busy city night Timelapse

    Tips For Retail Strategy In Southeast Asia. 

    Discover key retail strategies for Southeast Asia from Asia Circles founder Benji Lamb. Learn how to succeed in physical retail, leverage e-commerce, and build strong retailer relationships for market entry success.
    Read more
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    Kinohimitsu: Leading the Way in Beauty and Wellness Across Asia

    Discover how Kinohimitsu leads the beauty and wellness market in Asia with innovative products, strategic marketing, and a strong distribution network. Learn valuable insights for Western brands aiming to succeed in Southeast Asia.
    Read more
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    Cocoon Vietnam: A Case Study in Eco-Friendly Success

    Discover how Cocoon Vietnam, an eco-friendly skincare brand, achieved success by using local ingredients, embracing vegan and cruelty-free practices, and leveraging strategic marketing. Learn about their innovative D2C model and international expansion.
    Read more
    Bustling cityscape in Ho Chi Minh City at night

    Distribution is
    Brand EquityCreativeSocialMarketingAsia Circles

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    How we do it

    Asia Circles adopts a holistic strategy, intertwining innovative marketing, expansive e-commerce networks, cutting edge market analytics, and efficient distribution channels to redefine your brand’s journey in Asia.

    Our approach is designed to seamlessly integrate your brand into Asian markets, leveraging these pillars to ensure a robust localised presence, real sales growth, and sustained success.

    Technology

    Utilize advanced tools for market & data analysis and engagement.

    Marketing

    Craft compelling narratives that resonate with Asian audiences

    E-commerce

    Navigate & optimise for sales on local digital marketplaces with precision.

    Distribution

    Establish wholesale networks & supply chain for optimal reach and reliability.

    The Roadmap

    Market Analysis

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    Leading market & data insights

    Asia circles AC logo transparentCustom research projects for market entry plans
    Asia circles AC logo transparentCompetitor analysis
    Asia circles AC logo transparentConsumer insights
    Asia circles AC logo transparentIndustry research & regulatory policy
    Behind Asia circles​

    Meet The Team​

    Jayce Asia Circles Marketing Manager
    Allen Asia Circles Vietnam Manager
    Kieran Asia Circles Web Developer headshot BW
    Lawrence Asia Circles Singapore Manager
    Le Uyen Thao General Manager Vietnam greyscale headshot for Asia Circles
    Benji headshot
    Seb headshot
    Jamie Asia Circles

    BenjiFounder, CEO

    Benji headshot red version
    – Over 10 years in startups and distribution across APAC
    – Specializes in strategic partnerships and market entry strategies
    – Passionate about innovation in the e-commerce landscape
    – Likes bubble tea!

    Le Uyen ThaoDirector of International Business

    Le Uyen Thao Vietnam GM for Asia Circles (red filter)
    – Ex-Unilever & Vinamilk, Thao brings a huge experience to the team
    – Highly skilled in retail launches and digital strategy
    – Deep understanding of the Vietnam eco-system and what it takes for brands to thrive
    – Fun Fact: Thao also leads business development behind the Vietnamese version of Shark Tank!

    LawrenceGeneral Manager, Singapore

    Lawrence Asia Circles Singapore Manager
    – Experienced in transformative marketing initiatives and has led high-impact projects
    – Blends creativity with advanced digital strategies in retail and technology sectors
    – Excels at connecting brands with key Asian markets through social eCommerce and live
    streaming
    – Fosters a creative and collaborative work environment
    – Integrates deep market insights, utilizing technologies, and optimizing human capital,
    to drive sustainable growth in the O2O commerce landscape

    JayceRetail Manager, Singapore

    Jayce Asia Circles Singapore
    – Skilled in driving business growth through strategic partnerships and digital innovation
    – Passionate about helping brands succeed and grow in the online marketplace
    – Strong advocate for creating tailored solutions to fit each business’s unique needs
    – Enjoys collaborating with innovative, forward-thinking companies
    – Always thinking outside the box!

    AllenMarketing Manager, Vietnam

    Allen Asia Circles Vietnam red headshot
    – Specializing in developing comprehensive marketing solutions, and brand activations that drive lasting business impact
    – Deeply committed to helping brands create authentic, memorable experiences that foster strong customer connections
    – Expert in crafting data-driven strategies, that align with business goals, while delivering measurable success
    – Passionate about collaborating with companies to push creative boundaries and elevate brand presence
    – Continuously focused on delivering innovative, high-impact campaigns that exceed expectations

    SebTech Officer

    Seb headshot red version
    – Expertise in social media marketing
    – Experienced in web-design and SEO
    – Passionate about leveraging technology to solve complex problems

    KieranWeb Developer

    Kieran Web Developer Asia Circles headshot red

    – Previous role at the world’s best media agency!
    – Directed globally renowned brands’ marketing strategies
    – Leader of client digital maturity for regional launches
    – A trusted partner for all external stakeholders

    Jamie Business Development Manager

    Jamie Asia Circles
    – Over 15 years of experience in brand management and digital marketing
    – Expert in crafting market entry and growth strategies
    – Skilled in multi-channel campaign management
    – Proven track record in increasing brand visibility in Asian markets

    10 years of acceleration — Our experience in APAC

    2014
    The journey begins
    Founding member of an Agency in China. This team grew from 5-85 people in 3 years with over 150 clients.
    2016
    Working with multinationals
    Experience as the Agency Lead, working with international companies, to ensure their success in China.
    2019
    Seeing both sides
    Director of China Business Development for Vitabiotics. Gaining experience working in-house for the UK’s largest vitamin company.
    2020
    Expanding horizons
    Following success in China, promoted Director of China & South Asia for Vitabiotics
    2021
    Recognised as an Export Champion
    Asia Circles CEO, Benji, named as a ‘Department of Business and Trade UK Export Champion’ by the UK Government.
    2023
    Making headlines
    Overseeing China team expansion from 1-30 members. Tripling growth to £40m + a year. And, implementing social commerce strategies that were featured in The Times
    2024
    Launching Asia Circles
    Leveraging a sizeable distribution network, and a decade of experience across Asia, founded Asia Circles.
    Scooter packed streets of Ho Chi Minh City

    Success StoriesBuilding Trust, One Brand at a Time

    Our previous partners

    Why brands trust us

    “Benji is a passionate individual who always works at finding solutions. Benji is a very good team player and collobrated very well in projects working with various departments for expanding Vitabiotics brand in China.”
    Ronak Shah
    Regional Supply and Inventory Planning Manager – EMEA at iRobot
    “What Benji doesn’t know about getting your business set up for entering into the China market is not worth knowing. He has been an invaluable source of help and advice for us, with real life examples from his own personal experience to draw on as well as a list of ‘what not to do’s’ and has been a great sounding board in what is a really complex market. I have no hesitation in recommending him.”
    Sarah Henderson
    International Sales & Marketing Manager (Asia) at Taylors of Harrogate
    “I got to know Benji through his work leading the Vitabiotics China And Asia business, and then subsequently through China Britian Business Council networks. Benji is an expert in defining, developing and implementing strategies to enable an international brand to gain scale in China. Benji is a leader who is passionate about the opportunity for brands to enter and establish in China, and very engaging and inspiring to work with. Benji has a strong trusted network both within and outside of China to bring the right experts together to build strategy and execute commercial and operational plans.”
    Nick P
    International Development Director at Holland & Barrett
    “ Benji is one of our leading clients and I would like to warmly recommend Benji’s professional approach. Benji is a real doer, one that doesn’t hesitate to fully believe and support his team while executing a real complex strategy and plan in the Chinese market. Benji is creative, efficient and a real leader when needed but from the other side a great team player for brainstorming and explore new ways to help the business grow. I have been working with Benji for the past year and I happy to have such client who cares about its service provider, see us as an integral part of Vitabiotics expansion and I think this what makes Benji so unique leader and a trustworthy territory manager. Looking forward to continue working with you! ”
    Shlomi Mahfouda
    CEO at Digate – Bridging the technological and data gap between International brands and APAC Consumers
    “ Benji was a key speaker at a conference I hosted for Alibaba Group. His enthusiasm and passion for his work was abundantly clear throughout. As a host, you hope for guests who tell good stories and show empathy with your audience. Benji made my job very easy and was a true professional in pre and post planning stages too. I highly recommend Benji and his team at Vitabiotics, and very much hope to work with him again soon.”
    Hannah Vaughan Jones
    Journalist | Emmy-nominated | Broadcaster | Moderator | Media Strategist
    “ Benji has always been such a remarkable leader for me during past 3.5 years as the director of China of Vitabiotics.His unwavering dedication, endless energy & passion , and relentless pursuit of excellence have inspired the team every step of the way. Throughout our journey together, I have witnessed his remarkable ability to navigate challenges , and strategic thinking and decisiveness guided the team to achieve these recordingbreak results constantly. Highly recommend.”
    Du Wang
    Vitabiotics – Director of China
    Benji is well connected and brings a wealth of knowledge to every project we’ve worked on so far. He’s great fun to work with but more importantly gets thing done. Recently, Vitabiotics has signed a strategic partnership agreement with Alibaba so I look forward to continuing to work closely with Benji and the Vitabiotics team!
    Pena Seely
    Senior International Communications Manager at Alibaba | ex M&C Saatchi, Chair of Diversity at PRCA
    “Dynamic, driven and open-minded, Benji is brilliantly suited to captain Vitabiotics through the ever-shifting digital waters of the Chinese market. He understands China’s unique nature well, and this undoubtedly been key in the success Vitabiotics has built there.”
    Stew Wilson
    Business Development Manager, China
    “As a team member, Benji earns my great recommendation. We work together and I can say that his expertise in China business development contributes to our team.”
    Jovana Stanojcic
    Export Business Development Manager at Vitabiotics Ltd

    We focus on emerging & divergent opportunities across China & Asia — that’s the coming tide

    – Benji Lamb, CEO & Founder of Asia Circles

    Benji Asia Circles founder headshot
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