The Foundry Asia Marks Two Years of Regional Milestones And Launch of Shanghai Office

As The Foundry Asia marks its second anniversary, the agency announces the opening of its newest anchor office in Shanghai, signaling the next phase in its regional expansion. Since its launch in 2023, The Foundry Asia has built a reputation for shaping impactful campaigns across food and beverage, hospitality, nightlife, and lifestyle. In under two years, the agency has partnered with more than 30 clients across eight cities, helping brands craft culturally relevant stories and engage meaningfully with audiences across Asia.

The agency’s work spans a diverse portfolio. In Singapore, it launched 1800 Guachimonton and BEES BY NARISAWA, Chef Yoshihiro Narisawa’s second outpost in two decades, and led the bar relaunch at The Warehouse Hotel, one of the city’s most beloved heritage properties. In Hong Kong, it managed the PR campaign for Negroni Week 2024 and supported Boiler Room TV by Collective Minds, reinforcing its presence in the city’s dynamic bar and nightlife scene.

This year also marked the agency’s expansion into broader APAC-led campaigns. It managed Asia-focused PR for Vivid Sydney across both 2024 and 2025 and delivered a regional campaign in Seoul for Lee Kum Kee’s Global Tastemaker initiative, held in conjunction with Asia’s 50 Best Restaurants, where the brand is the official Condiments & Sauce Partner. In Macau, The Foundry Asia led the rebrand of Wing Lei Bar at Wynn Palace, a project that brought together heritage and luxury within one of the city’s most iconic properties.

The agency has grown alongside many of its earliest partners, including Chef May Chow (Asia’s 50 Best Female Chef), NARISAWA (No. 1 on Asia’s 50 Best Restaurants), and Beckaly Franks (Asia’s 50 Best Bartender), all of whom continue to expand globally beyond their home bases in Hong Kong and Tokyo. It also works closely with The Opposites and Quinary, the latter ranked No. 26 on Asia’s 50 Best Bars 2024, led by Hong Kong hospitality veterans Antonio Lai and Samuel Kwok.

The launch of the Shanghai office reflects the industry’s pivot toward mainland China — a market with increasingly discerning consumers, expanding global influence, and a growing appetite for thoughtful F&B concepts. It will be led by Sophie Steiner, a long-time Shanghai-based journalist and editor with over a decade of experience in F&B and lifestyle publishing. Steiner previously held roles at That’s Shanghai and ShanghaiWOW, and has contributed to World’s 50 Best, Business Insider, and other international titles. She now heads both the International PR team and Shanghai operations.

“Shanghai has always set the tone for the region. As more of our clients look to grow their presence in China, having a team here gives us the proximity and agility to support them in a way that’s both strategic and culturally grounded,” said Germaine Woon, founder and managing director of The Foundry Asia. “It’s one of the most exciting cities in the world for food and drink, and we’re here to help tell authentic stories in a way that resonates.”

The Foundry Asia’s upcoming project slate reflects the agency’s continued regional focus. It has been reappointed by Lee Kum Kee to lead its creative marketing, PR, and social media efforts at The World’s 50 Best Restaurants 2025, which will take place in Turin. In Macau,The Foundry Asia was chosen to lead the global PR and strategic marketing efforts for Wynn Palace as the hotel prepares to host the Asia’s 50 Best Bars 2025 awards this July.

In South Asia, the agency recently signed Bangalore’s ZLB23, ranked No. 40 on Asia’s 50 Best Bars 2024. The partnership marks The Foundry Asia’s first client in India, further solidifying its presence in new and fast-growing territories.

As the agency enters its third year, it is preparing to announce a new vertical under The Foundry Asia umbrella, set to launch in Q1, 2026.