Eu Yan Sang picks brand partner to give 150 years a modern twist

Heritage TCM brand Eu Yan Sang has appointed Agency Design, led by fractional CMO Bassam Abdel-Rahman, to steer its brand and growth marketing strategy as it approaches its 150th anniversary.

The partnership follows a competitive pitch and comes as the company looks to refresh its brand while preserving the trust built over nearly 150 years.

Abdel-Rahman will work alongside Eu Yan Sang’s leadership and in-house teams on brand strategy, growth marketing, and digital and eCommerce acceleration. The project will span key international markets, including Singapore, Hong Kong and Malaysia, signalling a more global approach to the company’s marketing efforts.

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Abdel-Rahman brings over two decades of marketing leadership across Europe, the US and Asia-Pacific. Most recently, he was chief marketing officer at Zenyum from 2023 to 2024. Prior to that, he served as managing director and global group brand director at 72andSunny.

In the past, Abdel-Rahman has also held positions at BBH APAC and TBWA. His fractional leadership model offers senior-level strategic guidance while maintaining agility and execution focus.

The appointment reflects a wider trend of heritage brands turning to specialist and fractional partners to combine strategic depth with nimble operations during periods of transformation.

“As we approach our 150th anniversary, this is the right moment to ensure we are setting the brand up for the next chapter,” said Satoshi Yoshida, Eu Yan Sang International, acting chief executive officer and chief strategy officer.

He added, “We were looking for partners who could respect our heritage while helping us build a more modern approach to marketing. Abdel-Rahman and the Agency Design team bring complementary strengths that give us confidence as we move forward.”

In tandem, Abdel-Rahman said, "Reaching 150 years is an extraordinary milestone. The opportunity isn’t just to celebrate longevity, but also to ensure the brand remains relevant, trusted, and culturally meaningful for the next generation of consumers, without diluting what makes Eu Yan Sang special.”

The move follows Eu Yan Sang’s recent focus on heritage-led storytelling and premium design. Last month, the brand partnered with Jimmy Choo for Lunar New Year 2026, unveiling the limited-edition “Auspicious harmony” treasure chest hamper.

Designed under Jimmy Choo’s creative direction, the collector-style gift set reimagines festive gifting through craftsmanship, cultural symbolism and emotional value, and was launched via an intimate, experience-driven approach across Singapore and Malaysia.

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