A US food brand launched in Thailand with an award-winning product. The marketing won a Cannes Lion. Sales were dismal. Here's why. Thai consumers found the product too salty, the portion size wasteful, and the price point unjustifiable. Every element that made the product successful in Western markets made it irrelevant in Thailand. Localisation is not a nice-to-have. It is the entire game. What Localisation Actually Means — and What It Doesn't Most companies think localis

Breaking into a new market is exciting—but it is rarely straightforward. When ACT 3 International, a Singapore-based enrichment company, set its sights on Indonesia and Vietnam, the ambition was not just to expand. The goal was to grow sustainably, stay lean, and make a meaningful impact in education. The challenge? Enter diverse markets without building heavy operations from the ground up. Instead of taking a conventional route, a different path was designed. It started with

What are the 3 things that are key for any company to succeed in a market? It’s the boring fundamentals ; 1. Localization 2. Targeted positioning 3. Right leveraged partnerships. When SpeechWorth, an education company that uses drama-based methodologies to teach English, explored entering Malaysia, Curt & Co stepped in to craft and execute a structured market-entry plan rooted in deep market understanding and strategic relationships. 1. Localising SpeechWorth’s

Boy do we get a lot of questions from our clients about this… much more than one would ever think. Business partners are like no different from last time when you were studying and had a group project at school to do. There was always someone who took initiative, someone who followed instructions and that one person who would just be in for the ride. While highly annoying, it is a very stark reality in business. Our advice to our clients? Take a philosophical view on this re