2025 marks a brand new chapter for LUXUO because it sharpens its give attention to its distinctive promoting level: profiling company leaders and enterprise entrepreneurs. As a part of this evolution, LUXUO is happy to introduce the LUXUO Lens sequence, spotlighting visionary leaders. Within the inaugural version, LUXUO sits down with Andrew Pang, Suntory International Spirits’ Regional Model Ambassador for Singapore and Southeast Asia. The dialog explores Suntory’s wealthy philosophy and Andrew’s imaginative and prescient for introducing Japanese gin to a world viewers — completely embodying the beginning of a 12 months devoted to forging recent beginnings whereas honouring timeless traditions.
Assembly LUXUO for an unique interview on the Beam Suntory headquarters, housed throughout the workplaces of Porsche Asia Pacific at Singapore’s Guoco Midtown, the setting instantly exudes sophistication. The workplace area is adorned with partitions showcasing a surprising array of luxurious spirits, with bottles lining illuminated cabinets in an suave show. A glossy hall results in a well-stocked bar strategically positioned on the coronary heart of the headquarters, embodying the model’s dedication to hospitality and refinement.
Because the interview begins, Andrew Pang — the regional model ambassador for the Home of Suntory in Singapore and Southeast Asia — takes centre stage, passionately sharing the story of Roku Gin. Mixing centuries-old Japanese heritage with fashionable sophistication, Roku Gin has carved a novel identification within the aggressive world of premium spirits. Reflecting on what impressed him to hitch the Home of Suntory and symbolize Roku Gin, Andrew says, “Suntory’s mixing philosophy actually drew me in.”
Andrew’s fervour for Japanese craftsmanship is unmistakable as he delves into the model’s philosophy of wa, a deeply rooted idea of steadiness and concord between people and nature that defines the very essence of Roku Gin. Alongside this, he explains that the model embraces monozukuri — elevated Japanese craftsmanship — and omotenashi, the spirit of genuine hospitality. “This philosophy extends past Roku Gin’s components,” Andrew shares. “Every Japanese botanical, from sakura blossoms to yuzu, is distilled individually to protect its character, leading to a mix that’s intentional and delicate.”
Andrew’s function as a model ambassador will not be merely about promotion however fostering connections and authenticity. He discusses the significance of storytelling, a cornerstone of the Home of Suntory’s ethos. “It’s not simply in regards to the specs or flavours — it’s about sharing the historical past, tradition, and craftsmanship behind the model,” he explains.
Andrew sees the posh spirits trade shifting in the direction of extra personalised and immersive experiences. “Folks need greater than only a tasting — they wish to be taught, join, and be a part of one thing memorable,” he says. From masterclasses to bespoke occasions, Roku Gin continues to innovate whereas staying true to its roots.
On the subject of brand name storytelling and personalised choices, how does Roku Gin resonate with Southeast Asian shoppers? In response to Andrew, there may be an inherent synergy between Japanese and Southeast Asian cultures, rooted in shared culinary influences and a mutual admiration for meticulous craftsmanship. “Roku Gin embodies this reference to its top-tier high quality and distinctive profile,” Andrew explains. In what some may name a saturated market, Roku Gin carves out its area of interest by means of a flavour profile that units it aside. “At its core, it’s a gin, however the lead notes of sakura blossoms and sencha tea lend it a novel character that surprises and delights,” he provides.
Within the demanding world of hospitality, sustaining composure amidst the hustle is important. When discussing the challenges of the trade, Andrew mirrored, “The fast-paced nature of the trade is a major problem. With overlapping occasions and fixed innovation, discovering steadiness is crucial. Roku Gin jogs my memory to decelerate and embrace the current, a mindset I try to include into my work.” For Andrew, Roku Gin serves as a delicate reminder to pause and recognize the second. It’s about discovering peace throughout the chaos — very similar to savouring the height flavours of every season — a philosophy that resonates deeply with professionals within the area.
Switching gears, LUXUO put Andrew Pang within the sizzling seat with a sequence of off-the-cuff, rapid-fire questions he was not briefed on beforehand. Right here is how he navigated the surprising questions.
If Roku Gin had been an individual, who wouldn’t it be?
Andrew Pang: It could be somebody like Lalisa Manobal from BLACKPINK. She’s refined but playful, with a common enchantment that captivates everybody — identical to Roku Gin!
If Roku Gin hosted a cocktail party, what wouldn’t it serve?
Andrew Pang: Contemporary, seasonal produce — components sourced along with the company for a really immersive expertise. It’s all about celebrating the second and creating one thing memorable.
If Roku Gin had been to get eradicated from actuality present, what wouldn’t it be?
Andrew Pang: Roku Gin wouldn’t do properly on Survivor.
What set’s Roku Gin other than its rivals?
Andrew Pang: Whereas Roku Gin is a real gin with juniper as its basis, what units it aside are the lead notes of sakura blossoms and sencha tea. These are complemented by earthy tones like sansho pepper, making a balanced and layered flavour that’s each acquainted and surprising. It’s a gin that challenges perceptions and creates memorable experiences.
When is the most effective time to drink Roku Gin?
Andrew Pang: One of the best time to drink Roku Gin is while you’re thirsty.
What’s one of the simplest ways to take pleasure in Roku Gin?
Andrew Pang: I like retaining it easy with gin and soda water. The soda’s impartial profile lets the gin’s delicate flavours shine by means of. After all, a premium tonic works simply as properly — one thing mild, not overly candy.
Lastly, what does management imply to you?
Andrew Pang: Empathy is essential. Popping out of the pandemic, individuals are pushing arduous to make up for misplaced time, however it’s necessary to recognise bodily and psychological fatigue. Balancing empathy with self-discipline means that you can lead successfully whereas supporting your workforce.
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