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

Question

Accepted Answer

NEON Projects Shifted Focus Overseas Due to International Audience Potential Identified in Thailand

NEON Projects initially paused its Malaysian events for approximately five years to concentrate on expanding its brand internationally. This strategic decision was prompted by the success of a Neon Countdown edition in Thailand, which highlighted the significant potential for engaging global audiences through electronic dance music (EDM).
Identification of International Market Potential

The inaugural Neon Countdown was launched in Malaysia in 2015. However, a subsequent event held in Thailand proved to be a pivotal moment for the company. This Thai edition exposed NEON Projects to the considerable opportunities available in catering to an international demographic through EDM festivals.
Expansion into Major Overseas Markets

Following the insights gained from the Thai market, NEON Projects made the deliberate choice to redirect its efforts away from Malaysia temporarily. This strategic pause allowed the company to focus on establishing and growing its brand in key international territories. The company successfully entered major markets such as China, Japan, and Qatar.
Development of Sub-Brand Abroad

Concurrently with its expansion into new territories, NEON Projects also cultivated its sub-brand, Sunset By Neon. This brand gained momentum in Indonesia, primarily through premium club showcases held in Bali. This parallel growth in different international markets solidified the company's global presence before its eventual return to Malaysia.

Reading history

Hide →

This history is cleared when the page is closed.

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

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends