Jeffery Asia Named an Established Brand at the 2025 Singapore Prestige Brand Award
At the SPBA — long known as the “Oscars” of Singapore branding — Jeffery Asia stood out among the nation’s home-grown brands to receive the Established Brands honour, recognising a decade of engineering measurable, resilient cross-border growth.
On 2 January 2026, the 2025 Singapore Prestige Brand Award (SPBA) — long regarded as the “Oscars” of Singapore’s branding scene — held its gala ceremony at The Ritz-Carlton, Millenia Singapore. With its distinctive “brand engineering” philosophy and a strong record of cross-border market growth, Jeffery Asia stood out among the nation’s home-grown brands to be named an Established Brand — the highest tier of brand credibility the award confers.
On the night: rising against the tide
This year’s SPBA carried the theme “Rising Against the Tide,” spotlighting home-grown enterprises that have stayed resilient — innovating boldly and adapting nimbly — through a complex and fast-changing global economy. Singapore’s Minister for National Development, Mr Chee Hong Tat, attended as Guest of Honour and presented the awards. Jeffery Asia’s founder, Dr Yun Jia, accepted the Established Brands award alongside the company’s core team.
“These winners embrace technology and champion sustainability, thriving in turbulent times. Where others see uncertainty, they see transformation.”
Mr Alan TanActing Chairman, SPBA 2025 Organising Committee
“They transformed proactively and adapted with agility, embedding innovation and sustainability into the core of their business to stand out in a fiercely competitive market,” added Ms Quek Lee Kiang, Co-Chairman of the SPBA 2025 Organising Committee and Associate Editor of Lianhe Zaobao.
The Established Brands honour
Unlike the Promising Brands award that recognises start-ups, the Established Brands category is reserved for companies between six and fourteen years old that have reached maturity in market foundation, recognition and management systems. For Jeffery Asia, the honour marks a transition from a high-growth phase to a position of steady industry leadership — and a broad endorsement of its craft as a strategic brand and marketing partner. (On 9 December 2025, COO Yang Sai represented the firm at the certificate presentation, joining fellow Established Brand winners and the organisers.)
The “Oscars” of Singapore branding
Founded in 2002 by the Association of Small & Medium Enterprises (ASME) and Lianhe Zaobao, the SPBA has, over more than two decades, become one of Singapore’s most authoritative brand awards. Its credibility rests on a rigorous selection system: entrants are assessed over several months across five dimensions — strategy, identity, performance, development and management — with the deep involvement of Enterprise Singapore and the Intellectual Property Office of Singapore (IPOS). As the committee puts it, the SPBA is not only a byword for quality but a “gold passport” for home-grown brands entering international markets.
Mr Chee Hong Tat noted that enterprises succeed in turbulent times by innovating and transforming continually, grounding themselves in a clear mission and values, and growing through partnerships. ASME President Ang Yuit observed that as the global landscape keeps shifting and customer expectations evolve rapidly, brand building plays a vital role. And Lianhe Zaobao Editor Goh Sin Teck said that “rising against the tide” in the face of uncertainty demands not just strategy but an attitude — staying clear-headed amid challenge, holding direction under pressure, and seizing opportunity at every turning point.
Engineering brand growth
Since its founding in 2016, Jeffery Asia has focused on higher education, the public sector and global enterprise consulting. In contrast to intuition-led creative approaches, the company is a firm practitioner of its core operating philosophy: We Engineer Brands.
“Our mission is to bridge knowledge, culture and talent, and to close the gaps in human understanding. With an engineering mindset and deep bilingual execution, we run brands’ digital assets end to end — helping clients achieve resilient growth through uncertain cycles.”
Dr Yun JiaFounder & CEO, Jeffery Asia
The firm treats brand building as a rigorous engineering discipline, turning creative ideas into measurable, predictable commercial outcomes through a standardised “diagnose–design–deliver” loop and strict quality gates. It has also moved early on AI, building an AI-driven pipeline end to end: generative AI accelerates creative production, while multilingual large language models and retrieval-augmented generation (RAG) raise the intelligence and reusability of client work — without compromising academic compliance.
That depth has earned long-term recognition from top academic institutions. On 17 November 2025, Jeffery Asia announced the renewal of its Framework Partnership with the National University of Singapore (NUS); since the partnership began in 2020, the firm has helped several flagship NUS programmes lift their global impact.
Ten years in, defining a new track
The 2026 New Year also marks Jeffery Asia’s tenth year. From a Singapore home-grown start-up to a cross-border consultancy with operations spanning China, Malaysia and Indonesia, the company enters its second decade with steady momentum. It will continue to pair the precision of an “engineer” with the courage of a “pioneer” — helping clients build intelligent brand architectures for the AI era and deepening its Southeast Asia footprint.
“Let’s Excel Together.” On a new journey, Jeffery Asia is set on becoming the most trusted strategic partner for brands worldwide.
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