The New Asia: Who’s Leading, Who’s Winning, and What Comes Next

Hello, and welcome to Atypical Asia, your briefing — and my creative and cognitive outlet — on the brands, business leaders, and disruptors reshaping the global narrative on modern Asia.

I’m Debbie Yong, a former business journalist turned brand strategist, and the founder of Atypical Asia.

Who is this for?

🔹 Investors looking for fresh insights into Asia’s next breakout businesses.
🔹 Business leaders who want to stay ahead of industry shifts and challengers.
🔹 Next-gen founders and thinkers curious about the trends shaping their future.

If you want to understand where Asia is headed — and who’s leading the charge — you’re in the right place.

Through bite-sized briefs, we’ll help you track who I like to call the “rebels and rulebreakers” challenging conventional views on Asia.

For too long, Asia’s innovation, creativity, and business acumen have been underestimated. But from F&B challengers scaling at record speed to homegrown brands outmaneuvering global giants, the region is proving its influence on the world stage.

Our region is no longer just following trends, it’s setting them.

At Atypical Asia, we’ll break down what’s working, what’s next, and who you should be paying attention to.

Let’s dive in.