From Singapore to Southeast Asia: How ACTs of Life Cracked Two New Markets at Once

What does it take for an EdTech company to expand into not one, but two culturally distinct Asian markets — simultaneously?

For ACTs of Life (AOL), a Singapore-based enrichment and EdTech company that teaches children English through storytelling, the answer came down to one thing: the right entry strategy, built on local intelligence.

The Starting Point: A Market Full of Potential — and Pressure

Expanding into Asia is rarely straightforward. Indonesia and Japan couldn't be more different — in language, culture, regulatory environment, and how educational institutions make purchasing decisions. For a lean EdTech company like AOL, entering both markets without burning resources or misreading the local landscape was a genuine risk.

The Indonesian opportunity was urgent. With an upcoming government mandate making English compulsory from preschool level, the window to establish a presence before the market became crowded was closing fast. In Japan, the challenge was visibility — how do you get in front of the right distribution partners when you're an unknown brand with no established network?

The Approach: Market-Specific Strategy, On-the-Ground Execution

Curt & Co came in with a structured, market-specific approach for each country.

In Indonesia, we identified two viable entry models: a licensing strategy targeted at the mid-to-high market, built around AOL's affordable per-student pricing, and a Proof of Concept partnership to localise the curriculum before any broader rollout. This wasn't just strategic advice — we identified, negotiated, and advised on the actual partnership on the ground.

In Japan, we supported AOL's participation in the Japan Overseas Trade Fair (November 2025), handling lead generation, post-fair follow-up, and the preparation of localised marketing materials. Beyond the fair, we drove in-market business development to identify and connect AOL with potential distribution partners.

Throughout both engagements, AOL's founder made a critical difference: a genuine willingness to spend time in-market and the flexibility to adapt to local partner requirements gave the company a competitive edge that no amount of remote strategy could replicate.

The Outcome: Two Markets, Two Deals

The results speak for themselves.

(Acts of Life meeting with Stella Maris International Prechool)

In Indonesia, AOL established a partnership with Elokuensi, and the programme is now being implemented at Stella Maris Gading Serpong in Jakarta — a real proof of concept, with real students.

In Japan, AOL signed an MOU with Asahi Education in Osaka for exclusive curriculum distribution across the Kinki (Kansai) region.

(ACTs of life’s representative and Ms. Bamba (Asahi Education) after the meeting)

The Lessons: What This Engagement Taught Us

A few things stood out from this engagement:

Policy windows are market entry windows. Indonesia's English-language mandate created a rare first-mover opportunity. Timing the entry to align with regulatory shifts gave AOL a structural advantage over competitors who waited.

Localisation isn't optional — it's the product. In both markets, adapting materials and approach to local context wasn't a nice-to-have. It was what made partners take the conversation seriously.

Founder presence builds trust faster than any pitch deck. In relationship-driven markets like Indonesia and Japan, the founder's willingness to show up in person was arguably the single biggest accelerant.

The Bigger Picture: What Your Organisation Can Take Away

If you're a Singapore-based or regional company considering expansion into Indonesia or Japan, the AOL story offers a clear framework: don't try to replicate your home market model. Instead, invest in understanding the local landscape, identify the right entry vehicle for each market, and find a partner who can bridge the gap between your product and local buyers.

Expansion is hard. But with the right structure and the right people on the ground, it doesn't have to be a gamble.

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About Us

Curt & Co Pte Ltd is a consulting company started amongst a group of business owners who were looking for a consulting company themselves for advice !

Our offices and our focus markets are in Philippines, Indonesia, Singapore, Vietnam and Malaysia. With clients ranging from 1 man operating SMEs to listed companies, we are proud to have helped our clients across different industries gain market entry into the South East Asian region.

Contact us at marcus@curtconsult.com if you want to talk!

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