In February 2019, while working at Pharmacare Laboratories, Lou learned about H&S Global and decided to join, embarking on a new professional journey. As the company deepened its global strategy and adapted to evolving market dynamics, Southeast Asia emerged not merely as a regional business unit, but as a strategically vital hub with overarching importance to global growth. From a global perspective, Southeast Asia’s development is essential to building a diversified and sustainable worldwide business ecosystem. Thus, Lou set out on an entrepreneurial path to expand Brauer’s presence across the Asia-Pacific region. Over six years, he built teams from the ground up, developed sales channels, and consistently pushed boundaries, rising to become General Manager of Brauer Asia-Pacific and a key architect of this high-potential market.

A Century-Old Australian Family Brand Adapting to New Shores

Brauer, a century-old Australian family brand founded in 1929, has always been committed to supporting family health with natural, safe, and effective health products. Trusted throughout Australia, its offerings span infant nutrition, vitamins, mineral supplements, and more, with a strong reputation particularly in gentle, low-allergen formulations. Yet, despite its established reputation at home, Brauer entered Vietnam as a virtual unknown.

Navigating a New Market Landscape

Awareness of Brauer in Vietnam started from zero. Compounding the challenge were significant cultural differences in parenting and health product usage between Australia and Vietnam. For instance, Australian parents commonly incorporate supplements into their children’s daily nutrition, especially for immune support. In contrast, Vietnamese mothers often rely on traditional foods and local remedies, viewing imported infant health products with caution and raising questions like, “Will it work?” and “Are Australian formulations suitable for Vietnamese children?”

Strategic Vision and Cross-Cultural Agility

Faced with a diverse and distinct market environment, Lou demonstrated sharp strategic judgment and cross-cultural adaptability early on. He recognized that despite the market’s immaturity, the expanding middle class and growing health awareness were positioning maternal, infant, and family health categories on the cusp of rapid growth.

Building Presence Step by Step

Lou prioritized entry into Vietnam and Thailand, personally engaging in every step—from selecting like-minded local partners and securing cross-border licenses to designing product assortments aligned with local purchasing power and preferences. He led market research efforts, visiting pharmacies and母婴 stores across Ho Chi Minh City and Hanoi, meeting distributors face-to-face, and even organizing product trial sessions with groups of mothers.

Localized Brand Building and Trust

Throughout the rollout, Lou emphasized brand education and cultural integration. The team created Vietnamese-language parenting and nutrition guides, sharing scientific health insights via social media. To address price sensitivity, they initially introduced smaller, lower-priced product formats to ease first-time trial. Local promoters were trained not just as salespeople, but as “health consultants,” gradually building trust in the Brauer brand.

Scaling Across Southeast Asia

After successfully establishing Brauer in Vietnam, Lou and his team quickly expanded into broader Southeast Asian markets. Leveraging insights and operational experience from Vietnam, they identified key high-potential markets—Thailand, Malaysia, the Philippines, Indonesia, and Singapore—each with strong regional influence. Through efficient localization strategies, these countries successively became integral components of Brauer’s regional expansion.

A “Glocal” Model for Sustainable Growth

Underpinning these strategies was Lou’s consistent “Glocal” (global + local) approach: Brauer contributed brand heritage and R&D support, while regional teams developed a deep understanding of local users and tailored tactics accordingly. Lou built an agile, cross-country team spanning five Asia-Pacific markets, facilitating regular insight-sharing sessions that allowed successful initiatives to be rapidly replicated and refined across borders.

Leading with Influence and Integrity

Today, the Vietnamese market—built by Lou from scratch—ranks among Brauer’s top-performing regions. Lou attributes this success to a leadership style rooted in communication, integrity, and influence. This philosophy not only shaped Brauer’s market-entry strategies across Southeast Asia but also infused team management and partner relations. In each new market, Lou prioritized respect and understanding, creating lasting partnerships by delivering consistent value and identifying core selling points tailored to each locale. Regarded by his team and partners as a trustworthy and steady leader, Lou combines long-term strategic vision with grounded execution, driving sustainable brand growth and deep regional integration for Brauer.

A Legacy of Connection and Growth

In six years, Lou not only introduced Brauer to multiple key Asia-Pacific markets but also forged a cross-border team that balances local understanding with global alignment. His role has long surpassed that of a regional manager—he is an intrapreneur within Brauer’s Asia-Pacific story, a bridge connecting an Australian century-old brand with a new generation of Asian families.