Louis has a strong passion for Japanese businesses and marketing consulting, from his childhood. He grew up in the 90s when major Japanese brands took over the world by storm with innovative TV advertisements. To fulfill his passion, he joined Hakuhodo Consulting Asia Pacific (HCAP) in 2021. Since then, he has been working on research and consulting projects for Japanese clients, spanning across industries such as FMCG (including cosmetics & F&B), automotives, home appliances and tourism. Project topics include marketing & branding, cross-border market entry and D2C business strategies. With HCAP’s sei-katsu-sha (生活者) philosophy and integrated Human-Intelligence-and-Artificial-Intelligence solutions, he and his team provide new cutting-edge insights into sei-katsu-sha and client’s business problems, which traditional research methodologies may not be able to uncover. Understanding that generative AI will take traction in the near future, he seeks to empower clients with his skills to become competitive on the global stage.

Being an enthusiast in languages and linguistics, he read and graduated from Linguistics & Multilingual Studies degree program at Nanyang Technological University of Singapore, as the top of his cohort in terms of academic performance.