Sales & Marketing

The Sales & Marketing industry in Hong Kong, Singapore, China and Malaysia is rapidly adapting as organisations shift from traditional marketing models to AI-enabled, content-driven growth.[19]

FMCG and legacy brands are modernising their structures, while e-commerce and online first businesses continue to scale aggressively. Social selling, community-led content, and cross-border digital expansion are key drivers, especially as more Chinese companies push into international markets.

Retail conditions remain positive in both Hong Kong and Singapore. In Hong Kong, retail sales rose 6.5% year on year in November, marking a seventh consecutive month of growth as consumer momentum continued to recover.[20] In Singapore, retail spending is expected to grow by around 3.5% to 4% in 2026.[21]

By contrast, China’s personal luxury goods market remained flat in 2025 amid ongoing economic pressures. However, the sector is expected to return to modest growth in 2026.[22]

AI adoption is accelerating, but companies increasingly realise that human expertise still matters. New hybrid functions are emerging, particularly MarTech project managers who bridge marketing, data, AI agents and tech teams to drive automation and digital transformation.