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Investing in

next generation businesses for the new consumer  

We give consumer-driven businesses a new blueprint to become the generation-defining companies of tomorrow. We back dynamic founders and teams that want to go global, differentiate on Brand, and compete beyond price. 


The new generation of consumers think and behave very differently

The new consumers - Women, Millennials, Gen Zs, Gen Alphas - have  attitudes and consumption behaviours that are defining new norms. Fast-moving demographic shifts in the region are reshaping fundamental needs and the region's growth drivers are undergoing significant tectonic shifts. 


We unlock Brand Value

to drive outsized returns

Emotional engagement, aspirational values, authenticity, purpose, and trust are just a few factors that amplify the value of a business beyond its price. These Brand Value factors are hard to quantify, impossible to pay for, but a gamechanger for the Brand Value of a business. Our proprietary Brand Value framework enables us to quantify the Brand Value potential of a business. 

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We have a deep understanding your consumers - Women  and the youth of Southeast Asia - and believe putting your consumer first is the best way to build a sticky, game-changing business. We continually find ways to better understand their motivations and anticipate their changing needs. 

We've walked the talk

We are a team of operators who have built consumer businesses in Southeast Asia and beyond. We know what it looks like to put consumers first, to build an insights-led business, and to unlock Brand Value. We know what it takes to build durable world-class businesses that address real needs, inspire brand loyalty and deliver outsized returns. 


Identifying key consumer insights enables us to help our founders focus on building what really matters. Our deep insight into consumer motivation and behaviour enables us to discover and invest in the best teams building products or services that address underserved needs. Consumer insights that stem from real needs hardly wavers and this provides the best foundation for building a sticky business that grows with your consumer. 


These are the disruptive, generation-defining businesses for the new consumer that are challenging the status quo and reshaping the landscape of Southeast Asian consumer businesses.

What founders say about us

Wisnu Nugrahadi, CEO of StaffInc
"Working with Huiting has been an amazing experience. What stands out about her are her humility and integrity—she does what she says she will, every single time. Her proactiveness in supporting us has been invaluable; it's evident that she is deeply committed to helping founders succeed. You quickly find yourself placing deep trust in her, which is an indispensable quality in any investor-founder relationship. I can wholeheartedly say that Huiting is not just an investor but a trusted partner in our journey."

Wisnu Nugrahadi, Founder, StaffInc


Our vision is based on the future we hope for. 

Our conviction comes from our experience, ability to uncover unique insights, and a deep understanding of who we serve. 

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