In Good Company: Eu Yan Sang looking beyond Chinese diaspora

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

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

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.

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A version of this article appeared in the print edition of The Sunday Times on December 08, 2019, with the headline 'Eu Yan Sang looking beyond Chinese diaspora'. Print Edition | Subscribe