Scaling a big American brand globally is not a guaranteed recipe for success any more. Market localization is key to building relevance and trust, especially in Asia. Here, locally founded brands move faster, without the shackles of ‘big brand’ bureaucracy. For leaders in the headquarters of multinational corporations, this type of freedom and pace may feel unusual, but as our guest today explains, it’s the norm in Asia. Joining us is Singapore-based Eugene Lee, CMO of fast-growing premium tea brand CHAGEE. Eugene’s transition from growing US brand McDonald's throughout Asia, to now growing a Chinese brand globally, has afforded him the chance to spot the rule differences in how brands activate across markets. And while the ideas come fast and pace of implementation even faster, Eugene stresses it’s never at the expense of a long term ambition. And that, he says, is giving big global brands a run for their money.---Learn more:Looking Outside podcast www.looking-outside.comConnect with host, Jo Lepore on LinkedIn & Substack & jolepore.comConnect with Eugene on LinkedInCheck out CHAGEE https://global.chagee.com/id/en---⭐ Follow & rate the show - it makes a difference!---Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Azteca X.

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“What did the council decide on item 42?” — answered with the speaker and the moment.