In Good Company: Eu Yan Sang looking beyond Chinese diaspora

Group CEO says the big push now is in direct-to-customer - it has its own e-shops and tie-ups with big online platforms

Mr Aaron Boey, Eu Yan Sang's group chief executive officer for the past two years, is the first from outside the Eu family to run the 140-year-old firm, known for its traditional Chinese medicine (TCM) products. He looks at Eu Yan Sang's strategy in
Mr Aaron Boey, Eu Yan Sang's group chief executive officer for the past two years, is the first from outside the Eu family to run the 140-year-old firm, known for its traditional Chinese medicine (TCM) products. ST PHOTO: JASON QUAH
New: Gift this subscriber-only story to your friends and family

Visitors to this year's Tax Free World Association (TFWA) Asia Pacific Exhibition would have noticed a surprise first-time entrant with a very Chinese name in the world of Samsonite, Shiseido and Jack Daniel's.

Credit Eu Yan Sang's presence at the premier duty-free travel retail event to the marketing instincts of Mr Aaron Boey, group chief executive officer for the past two years and the first from outside the Eu family to run the 140-year-old firm, known for its traditional Chinese medicine (TCM) products.

Already a subscriber? 

Read the full story and more at $9.90/month

Get exclusive reports and insights with more than 500 subscriber-only articles every month

Unlock these benefits

  • All subscriber-only content on ST app and straitstimes.com

  • Easy access any time via ST app on 1 mobile device

  • E-paper with 2-week archive so you won't miss out on content that matters to you

Join ST's Telegram channel and get the latest breaking news delivered to you.

A version of this article appeared in the print edition of The Sunday Times on December 08, 2019, with the headline In Good Company: Eu Yan Sang looking beyond Chinese diaspora. Subscribe