Entry
A new market deserves a clear commercial case.
Test demand, price, channel and investment conditions before committing resources.
Southeast Asia market development
Build a stronger commercial position in Southeast Asia.
AQG works with European premium brands to qualify markets, select partners, launch the right route and manage progress locally.
Based in Ho Chi Minh City
Europe ↔ Southeast Asia
The commercial question
Where can the business create or recover value?
Market choice, partner quality and execution determine whether an Asia strategy becomes a durable business.
Performance
Results in Asia are falling behind the home market.
Find where value is being lost across positioning, partners, accounts and follow-through.
Channel
The route to market needs to change.
Review the current partner model and build a route with stronger economics and accountability.
Change
Growth must continue through an ownership transition.
Turn founder knowledge into a commercial agenda that the next generation can lead.
AQG's role
One accountable partner across the full commercial path.
AQG works between the ownership team in Europe and the customers, partners and operators shaping results in Southeast Asia.
European ownershipDirection, capital and standards
AQG keeps each stage connected to one management decision.
Southeast AsiaCustomers, partners and execution
Engagements
Start at the decision that matters now.
Each engagement has a defined output, timeframe and fee range. Scope is confirmed in writing before work begins.
01
Market assessment
Decide whether to enter, where to focus and what must be true.
- Market and segment priority
- Price and channel evidence
- Written recommendation
2 to 4 weeks€4k to €7k
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02
Partner route
Find and test the counterparties that can represent the brand properly.
- Qualified partner shortlist
- Meetings held in market
- Route and terms recommended
6 to 12 weeks€8k to €15k
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03
Market launch
Put the chosen route into operation and establish the first commercial rhythm.
- Pricing and account priorities
- Partner onboarding
- Targets and reporting
8 to 16 weeks€12k to €22k
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04
Regional partnership
Maintain local momentum after the partner or market is live.
- Partner performance review
- Local issue resolution
- Monthly priorities
Monthly€2.5k to €5k
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A smaller first step is available.
Owner-managed companies can begin with a focused assessment of one market, one route or one commercial assumption. The scope expands only when the evidence supports it.
How AQG works
Evidence first. Decisions in writing. Follow-through in market.
AQG stays close to the commercial question and the people who can change the outcome.
Define the decision.
Set the question, competing options and evidence needed.
01Check it in the market.
Speak with customers, partners and operators directly.
02Move the priority forward.
Translate the answer into clear owners, terms and next actions.
03Regional coverage
Five core markets. One operating base.
Vietnam is home base. Coverage expands only where the category and commercial route justify it.
01Vietnam
Operating base and direct follow-up.
02Singapore
Regional buyers and premium channels.
03Malaysia
Selective partner and channel work.
04Thailand
Established premium market, partner led.
05Indonesia
Large market, entered step by step.
Glen QokuFounder and Managing Partner
Across both rooms
European ownership context. Direct Asia commercial experience.
Glen's career spans strategy consulting, M&A and hands-on business development across Europe, China and Southeast Asia. He has built commercial cases, developed GTM plans, originated opportunities, negotiated terms and supported agreements through to signature.
His perspective also comes from inside a European family business and its transition from founder-led to next-generation ownership. His operating experience includes luxury goods and luxury hospitality, alongside advisory and transaction work. Based in Ho Chi Minh City, he works between European ownership teams and the customers, partners and operators shaping results in Asia.
Start a conversation
What does management need to understand or change?
Share the decision, market or commercial priority. Glen replies personally, usually within two working days.