Why did NEON Projects shift focus from Malaysia to overseas markets initially?

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NEON Projects Initially Shifted Focus Overseas Due to the Success of Events in Thailand

NEON Projects initially paused its Malaysian events for approximately five years to concentrate on international expansion, a strategic decision prompted by the success and potential discovered through its Neon Countdown festival in Thailand. This overseas focus allowed the company to gain experience in catering to international audiences through electronic dance music (EDM) and establish a presence in major global markets before re-engaging with the Malaysian market.
Discovery of International Potential Through Thai Market

The inaugural Neon Countdown event was first launched in Malaysia in 2015. However, it was a subsequent iteration of the festival held in Thailand that significantly illuminated the possibilities of reaching an international demographic through EDM. This experience served as a catalyst, demonstrating the viability of expanding the Neon brand beyond Malaysia's borders.
Strategic Pause for Overseas Expansion

Following the insights gained from the Thai market, NEON Projects made a conscious decision to temporarily halt its events in Malaysia. This pause, which lasted for about five years, was dedicated to building and expanding the brand's footprint in international territories. The company successfully entered significant markets including China, Japan, and Qatar during this period.
Development of Sub-Brand in Indonesia

Concurrently with its expansion into larger markets, NEON Projects also cultivated its sub-brand, Sunset By Neon. This brand gained momentum in Indonesia, primarily through premium club showcases hosted in Bali. This parallel development further solidified the company's growing international presence and diversified its market engagement.

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Why did NEON Projects shift focus from Malaysia to overseas markets initially?

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