Welcome to Emmef Communications.
We are a boutique consultancy based in New York.
We partner with brands and businesses to unlock direct access to retail markets across Asia and North America.
If you're ready to go global, we will take you there.
Global Industry Press Mentions
What we do
Backed by almost 20 years of retail leadership across Asia Pacific, our reach and relationships span the region’s most influential markets. For brands looking to grow in Asia, we offer the insight, strategy, and execution experience to make expansion successful.
Market connector between Western and Asian markets
Deep Asian retail market expertise
Go‑to‑market strategy
Duty-free channel expertise
General management advisory (marketing, commercial, operations, forecasting, P&L, team structure)
Retail contract negotiation advisory
Markets covered – North America, China, Hong Kong, Taiwan, South Korea, Japan, Southeast Asia, Australia
Our services
We will discover your Asia Market-Entry Readiness
We will customize a 90-Day Go-to-Market Roadmap for you
Once we hit the ground running, we will provide On-going Advisory
Strong Asian Retail Operator / Distributor Network
We connect you to the people who matter. Our relationships across Asia run wide and run deep — spanning industry leaders, decision‑makers, and the partners who shape regional growth.
Consultation and Coaching
We guide brands and businesses through sales, marketing, retail operations, design and supply chain challenges. Need clarity on Asia? We have it. Duty‑free? That’s our domain.
"I can attest that Fuan has forged an exceptional reputation as a strategist and brand innovator in the global beauty and luxury retail field. Her ability to merge commercial logic with aesthetic design has set new industry benchmarks for creative excellence, elevating both the consumer experience and brand profitability."
Loic Rethore
Former CEO, Jurlique International
Testimonials
Project: Brand Activation in China Duty Free Group's Haitang Bay Mall
Why?
Increase conversion and stand out from the crowd
How?
Immersive retail-tainment pop-up with a sense of place with sampling and exclusive sets
Project: POLA's Inaugural Launch in China duty free
Why?
Meet increasing demands of Chinese domestic touch points
How?
Selective expansion at key locations in Hainan Island with the biggest duty-free operator
"Beyond individual activations, Fuan's genius lies in strategic systems thinking. She designed and executed multi-market expansion strategies that balanced aesthetic coherence with local authenticity, directly linking creativity to measurable commercial growth."
Adele Zhang
Former General Manager, L'Oreal Travel Retail Asia Pacific
About
Emmef Communications was founded by Fuan, a New York–based Malaysian business and marketing creative strategist with over 18 years of international retail experience. Her career has taken her around the world, having lived and worked in Malaysia, Australia, Singapore, Hong Kong, and now New York.
Throughout her career, she has held leadership roles at L’Oréal and POLA ORBIS Holdings, where she managed some of the most iconic names in beauty, including Kiehl’s, YSL Beauté, Urban Decay, and POLA.
Her expertise spans business management, contract negotiations, brand strategy, marketing, operations and retail design. Fluent in four languages, she thrives in multicultural environments. When she’s not growing brands or solving complex business challenges, she can be found staying active and exploring new ways to learn and create.
Get in touch
Instagram @emmefnewyork