‘The Straits Times is a timeless brand, relevant across generations’

Kuek Yu Chuang, 46

Mr Kuek Yu Chuang, who joined SPH Media in July 2024 as deputy chief executive, brings over 20 years of diverse experience across both government and private sectors.

He studied international relations at Peking University under a government scholarship and later pursued postgraduate studies in East Asian Studies at Harvard. He also completed a mid-career Executive MBA at Insead. His bicultural and global outlook has remained central to his career.

After completing his studies, he served at the Ministry of Foreign Affairs, including a posting in Washington. His government career included work at the Ministry of Law on intellectual property issues. In the private sector, he held varied roles at companies such as iQiyi, Netflix, Yahoo and Icann, focusing on areas such as corporate management, digital innovation, public policy, audience growth and platform engagement.

At SPH Media, Mr Kuek, 46, heads the strategy and operations division along with commercial functions like marketing, subscriptions and media solutions. He also oversees SPH’s radio operations, out-of-home screens and Studio+65, a multimedia production facility created to enhance digital media capabilities. He is a strong advocate of strengthening brand equity, particularly for The Straits Times.

Recollections

“In my various family chat groups, multiple links are shared daily. A common comment that often follows is, ‘ST got report or not? If not, maybe it’s fake news.’ To me, that says a lot. It shows that Singaporeans turn to The Straits Times to fact-check information, and the important role we play in this area.

The brand equity and trust we’ve built up over the years are incredibly valuable. Coming from the tech industry where brands are much younger and often struggle to build that kind of trust, I find what The Straits Times has achieved truly enviable. Amid global uncertainty, more readers are turning to us for accurate, reliable information.

I see news and information as an evergreen business. It’s not just about current affairs. People, including my own children, need trusted sources to help them understand the world around them, from practical matters like how to use CDC vouchers to broader issues such as global geopolitical shifts.

The world has always been uncertain, but with recent developments, I feel even more so. Singapore has always celebrated free trade and entering a world of tariffs and reciprocal tariffs is a bit of a shock to the system. It is a new world order. In such times, the need to ‘sense-make’ is even more crucial, and this is where The Straits Times plays a key role.

The Straits Times is a timeless brand, relevant across generations. With SPH Media’s broader portfolio, including lifestyle media, out-of-home solutions and radio, we now reach 73 per cent of Singapore’s population weekly, or around 3.2 million people. This reach makes us not just relevant, but also valuable to our clients. But we’re not standing still.

We’ve made strong strides in our digital transformation, moving beyond traditional display advertising to offer integrated branded content, native storytelling, data-driven targeting and first-party audience solutions. Our e-paper, podcasts, social media presence and growing video footprint offer brands more meaningful ways to engage audiences.

Our focus is on outcome-based solutions, aligned with client KPIs, whether that’s reach, engagement or conversions, with clear metrics for success. Looking ahead, there’s room for further growth. The digital space knows no borders. We have an opportunity to project Singapore’s voice regionally and internationally.

On the technology front, we want to use artificial intelligence (AI) to boost productivity and develop innovative consumer-facing products. Collaborating with partners on AI optimisation in an equitable fashion ensures that our content is not just cited and discovered but becomes part of the generative AI ecosystem.

We want to embrace technology with an open, experimental mindset. Whether it’s innovation or disruption, we’d much rather be a participant than a bystander.”