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Our Team


We continuously grow our knowledge and communication skills

We are a consulting firm delivering customised strategies developed from in-depth communications and understanding of people from diverse backgrounds essential in this increasingly connected world. Our staff are not only knowledgeable about cultures and events around the world, but also a great communicator. Regular feedback and sharing of knowledge ensure that our knowledge and skills are constantly up-to-date.

We mix logic and creativity

Effective marketing and branding strategy requires more than logical thinking and numbers. Creative thinking and emotional empathy from diverse perspectives are crucial to creating fresh ideas and motivating people towards the goal. So when dealing with hard data and facts, we use a human-centric approach to design an effective and original strategy that can resonate with your team.

We diversify ourselves

To address the complex Asian market with its multiculturism, mutilingualism, and different infrastructures, we need to diversify ourselves. That is why our team is made up of members from six different nationalities, and professional industries ranging from global research, IT consulting, commercial banking and finance, advertising, government, and other service industries. We seek to continuously broaden our capabilities by recruiting unique talents. 



Yoshihiro Yoshida | Managing Director

Yoshihiro, the managing director since establishment, has been delivering consultations for reinforcing branding and marketing in the Asian countries to leading Japanese enterprises in different industries raging from automobile to FMCG industries. He started his professional career at Hakuhodo Inc as a strategic planner, and after working for an Internet Venture Company, he joined Hakuhodo Consulting Inc (HCI) in 2004. 

He graduated from Waseda University with a Master Degree in Engineering and also graduated from University of Chicago with a MBA.


Kumiko Horiba | Senior Director / Head of Market Intelligence

Kumiko joined HCAP in 2018 with 15 years of experience developing her expertise on consumer insights and marketing strategies across the world in various companies.

After graduating from Waseda University, she worked for Sony Music as a marketer to expand music channels on satellite-based broadcasting networks. She then worked for a Japanese think tank and a global research and consulting firm in Japan and Singapore before joining HCAP. She is keen to fulfill her vision of helping Japanese brands grow overseas with diverse experiences across the cosmetic, toiletry, beverage, telecom and automotive industries.

Nguyen Thi Le Van | Senior Consultant

Van joined HCAP in 2016 and has been working in market research and branding strategy for Japanese clients in various industries, including automobile, F&B and B2B electrical goods. Prior to joining HCAP, she had 5 years of experience working in a Japanese market research and consulting company, and served as a Design and Traditional Good Consulting Coordinator of JETRO Hanoi (2015). She graduated from Foreign Trade University in Vietnam.

Sherlin Harianto | Consultant

Sherlin joined HCAP in 2022 and has been involved in consumer insights and consulting studies covering diverse industries, including automotive, F&B, electronics, and entertainment. Prior to joining HCAP, she worked in healthcare market research, managing both pharmaceutical and consumer health projects, and is well-versed in both quantitative and qualitative research methodologies. She graduated from Nanyang Technological University and Waseda University with a double-degree MBA.

Stephanie Kurniawan | Associate

Stephanie joined HCAP in 2021 and has been working on market intelligence and branding strategy for global Japanese clients in various industries, including automobile, FMCG, F&B and electronic goods. Prior to joining HCAP, she had a series of internships including growth marketing in a tech startup, go-to market strategy in a SME, and in Kearney consulting firm. She graduated from Singapore Management University with a double major of Psychology and Marketing.

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Louis Chan | Associate

Louis joined HCAP in 2021 and has been working on consulting projects for Japanese clients, spanning across industries such as FMCG, automotives & tourism. Project topics include marketing & branding, cross-border market entry and D2C business strategies. He read Linguistics & Multilingual Studies degree programme at Nanyang Technological University.


Yuko Nobuoka | Chief Strategy Officer

Yuko founded an independent brand consulting firm in Singapore and was involved in a range of projects with P&G for more than 10 years, in global innovation initiative, brand strategy for products of hair care, cosmetic, and creative directions

Prior to being an independent consultant, she worked for LANDOR in Japan as a brand consultant. Born in Kobe, lived in Paris for 5 years and has lived in Singapore for 12 years.

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Seth Szeto | Executive Creative Director

Seth Szeto is a multidisciplinary Creative Director with years of experience working for big and small, boutique agencies. From Ogilvy, Saatchi&Saatchi, M&C Saatchi and Bannister to presently at Hakuhodo Consulting Asia Pacific. A Story Visionary for the last 13 years on Brands with global presence in Japan & Asia Pacific. Directed on American Express, IBM, Dimension Data, BMW, Toyota, Roche, Santen & Proctor & Gamble namely. There are no boundaries in the borderless world of Brands.

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