Hong Kong-based brand technology group Gusto Collective is expanding into Southeast Asia (SEA) with acquisition of Singapore-based luxury-marketing firm Mercury Integrated.

Gusto Collective said in a statement on Monday that the acquisition marks another milestone in its mission to develop best-in-class businesses combining storytelling and technology.

By acquiring Mercury Integrated and its recently established office in Malaysia, Gusto Collective accelerates its ambitious growth strategy in the Asia-Pacific region by gaining access to a synergistic network of 70+ luxury client partners.

As the operator of Singapore Fashion Week for almost a decade, Mercury Integrated is renowned for representing global clients and producing work for industry’s top names in luxury spanning fashion, beauty, consumer lifestyle, electronics, and more.

According to the statement, this strategic acquisition solidifies Gusto Collective’s position as a trailblazer in the brand technology landscape.

By harnessing the power of technology, the newly expanded entity aims to reshape the industry, setting new standards of excellence and transforming the way brands connect with their audiences.

“The partnership with Mercury Integrated marks an important step forward for Gusto Collective, giving the company a truly pan-Asian presence while also doubling down on our commitment to the luxury sector, which has been at the forefront of technology adoption,” said Aaron Lau, Chief Executive Officer and Founder of Gusto Collective.

“With Singapore as our flagship office in the region, we are able to leverage city-state’s position as the gateway to South-East Asia to drive further growth,” he added.

Gusto Collective has established itself as an industry pioneer, providing integrated Web3 solutions through augmented/virtual reality, blockchain-based market activations, and emerging artificial intelligence (AI) technology.

The surging demand for tech-powered storytelling has fuelled Gusto Collective’s rapid growth trajectory, attracting prominent investors such as Animoca Brands and Gaw Capital.

Founded in 2020, the tech start-up currently has grown to 200+ team members and established a presence in six locations worldwide.

With a vision to innovate in brand technology, Gusto Collective entered China through the acquisition of Shanghai-based Reuter Communications in 2020.

Ushering in a new direction of growth, Gusto Collective’s business revenue increased over 64 percent in following period via a combination of Web 2 to Web 3 products and services.

In 2021, Gusto Collective’s acquisition of Hong Kong augmented reality specialist 26Hz expanded the group’s
capabilities further in providing augmented reality (AR) and extended reality (XR) solutions for clients, such as telecoms leader CSL, Wheelock Properties, Rosewood Hotel Group, DFI and One Cool Group.

“Joining Gusto Collective is an extraordinary opportunity to combine Mercury Integrated’s extensive experience in Singapore’s marketing and events industry with the emerging technologies that Gusto Collective is pioneering,” said Tjin Lee, Founder of Mercury Integrated.

“This dynamic collaboration aligns with our commitment to delivering innovative solutions that drive customer success. I’m confident through our combined capabilities we will redefine industry standards and drive unparalleled growth,” she said.

Founded in 2001, Mercury is an integrated agency offering 360° marketing consultancy, event management, public relations, digital and social marketing, and influencer

The company has been representing global clients and producing work for industry’s top names such as Asian Civilisations Museum, Burberry, Capital Land, Cartier, Celine, Changi Airport Group, Estee Lauder Group, ION Orchard, JW Marriott, L’Oreal Group, Mercedes, Nespresso, PUMA, Shiseido Group, Shell, W Hotel and more.

Mercury is best-known for organizing Singapore Fashion Week (formerly known as Audi Fashion Festival and Singapore Fashion Festival) from 2009 to 2017, which is supported by Singapore Tourism Board, SPRING Singapore and International Enterprise Singapore.

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