We help brands achieve localized growth by managing the entire value chain—from strategy to execution.
Who We Are
CS Global Edge is a Singapore-based strategy and execution firm that specializes in supporting Chinese brands as they expand into Southeast Asia. We provide end-to-end services covering market entry, localization, and growth, empowering our clients to navigate complex markets with confidence.
By leveraging Singapore’s position as a regional hub—with its stable business environment, transparent legal system, and multicultural society—we serve as a strategic bridge between China and Southeast Asia. Our extensive networks and on-the-ground capabilities enable us to deliver tailored solutions across key markets including Singapore, Malaysia, and Indonesia.
Our team consists of professionals with deep expertise in consulting, marketing, and operations. We understand both the strategic frameworks of Chinese brands and the unique business dynamics of ASEAN markets. With a focus on strategic insight and seamless execution, we’ve helped numerous Chinese enterprises localize their brands, build market presence, and scale sustainably across the region.
What Sets CS Global Edge Apart
- China-Focused, ASEAN-Rooted: We specialize in helping Chinese brands expand into Southeast Asia. We understand the goals, pace, and expectations of Chinese enterprises, while being deeply embedded in local business ecosystems.
- Strategic Base in Singapore: Headquartered in Singapore, we maintain strong relationships with government agencies, media, and top-tier partners, giving our clients immediate access to high-quality local resources.
- From Strategy to Execution: We don’t just develop strategies—we implement them. Our local teams and proven delivery systems ensure every project is executed precisely.
- Proven Track Record in Brand Launches: We know how to build visibility quickly. From storytelling to channel activation, we help clients transform their first market entry into standout success.
Crystal Yao | Founder of CS Global Edge
With years of experience as a bilingual financial host with an international MBA background, Crystal is a hands-on entrepreneur deeply engaged in Southeast Asia. She understands that what Chinese brands need in their first step abroad is not just consulting lip-service, but real, executable solutions.
Having worked extensively in both China and Singapore, Crystal transitioned into entrepreneurship and now leads a professional team that has successfully delivered multiple market entry projects across Southeast Asia. Her expertise spans government engagement, channel development, and brand localization—grounded in real-world experience. She believes that behind every complex market is a set of rules that can be decoded and navigated.
Solutions & Capabilities
Step 1: Market Entry Diagnosis
We rapidly assess product-market fit and identify the ideal country and entry strategy.
Deliverable: Southeast Asia Entry Strategy Report
Step 2: Company Setup & Compliance
We assist with business registration, tax planning, and legal compliance.
Deliverable: Registration Package + Legal/Tax Structuring Plan
Step 3: Local Resource Matching
We connect clients with trusted distributors, e-commerce platforms, and service partners.
Deliverable: Curated Resource List + Execution Timeline
Step 4: Localization & Traffic Generation
We localize messaging and build visibility through PR, influencers, and media exposure.
Deliverable: PR Strategy + Paid Media Plan + KOL Outreach
Step 5: Project Management & Execution
Our local teams lead and manage project implementation with regular progress updates
Deliverable: Monthly Reports + Optimization Recommendations
Service Overview
Market Entry Diagnosis
- Analyze product-market fit for Southeast Asia
- Evaluate local regulations, consumer behavior, and cultural alignment
- Strategic report delivered within 7 business days
→ Outcome: Clear market entry direction and reduced uncertainty
Company Setup & Compliance
- Register businesses in key markets (e.g., Singapore, Malaysia)
- Optimize tax structure and EP (Employment Pass) strategy
- Provide access to legal and compliance support
→ Outcome: Fast-track legal establishment smoothly
Brand Localization & Traffic Generation
- Adapt brand identity for local cultural relevance
- Partner with PR firms, influencers, and media outlets
- Build a localized marketing funnel from awareness to conversion
→ Outcome: Launch with impact and local cultural fluency
Project Management & Delivery
- Local teams ensure execution and monitor delivery progress
- Regular updates, milestone check-ins and agile adjustments
- Flexible options: clients are able to choose between full-service management or light-touch support
→ Outcome: Reliable, transparent, results-driven delivery
Market Analysis & Consumer-Centric Insights
Southeast Asia is no longer a “potential” market—it’s a pivotal one.
- A Generation Ready to Spend
With a median age under 30, Southeast Asia’s consumers are mobile-first, brand-curious, and value fresh narratives. They don’t only consume; they share and influence others too.
→ It’s not just a low-cost market—it’s a brand-building arena.
- Chinese Brands Are Already Trusted
Platforms like TikTok, Shein, Temu and Pinduoduo have laid the foundation for Chinese digital culture. The market has embraced China’s way of selling & trusts its processes.
→ The opportunity lies in telling the right story.
- The Window Is Still Open
Most sectors are still maturing with no dominant players yet. Industries such as beauty, baby care, and lifestyle are wide open with opportunities to be taken.
→ Be an early mover and the first name customers remember.
- Singapore as a Smart Starting Point
With stability, transparency and global access, Singapore is more than a launchpad—it’s strategic leverage.
Our Point of View
Southeast Asia is not “another China.” It’s a new beginning with distinct cultural and market dynamics. Brands that enter with clarity, authenticity, and strong execution will shape global perceptions of “Made by China.”
On the Ground with China’s Global Brands
As a strategic partner to Chinese brands expanding into Southeast Asia, CS Global Edge actively engages in frontline industry events and brand initiatives. We gain firsthand insights into the realities of cross-border growth; from market entry to reputation building.
Recently, our founder Crystal Yao hosted two flagship industry events across the region:
Dongfeng “Drive Your Dreams” Brand Day – Jakarta
An immersive brand day by Dongfeng Motor group that brought together over 300 Southeast Asian distributors, media and industry leaders. Crystal served as the English host, engaging with Indonesian stakeholders and gaining direct exposure to how Chinese automotive brands build influence across ASEAN.
Zhongtong Green Energy Bus Handover Ceremony – Singapore
Co-hosted by Shandong Heavy Industry and Jardine Cycle & Carriage, this event marked the delivery of Zhongtong ‘ s N12D double-decker electric buses in Singapore. Crystal hosted the ceremony that was attended by officials, business partners, and energy sector leaders — offering visibility into how Chinese smart manufacturing is scaling regionally. These experiences strengthen our understanding of brand storytelling and execution across borders.
“We are not bystanders but people who are on the front line promoting the implementation of brands.”