Link Group launches SilkLink in China to bridge creativity and commerce

Link Group has officially launched SilkLink, its China-based subsidiary created to connect Indonesia’s storytelling-led creativity with China’s performance-driven digital economy.

The move marks Link Group’s first international subsidiary and a significant milestone in the company’s long-term vision to link to the world, building global creativity from local truths.

While China’s marketing ecosystem operates at the intersection of big data, AI, and instant commerce, Indonesia’s landscape remains a hybrid—rich in creativity and cultural diversity, yet fragmented across regions and platforms. As such, SilkLink bridges these two realities by pairing China’s precision with Indonesia’s empathy, giving brands the insight, infrastructure, and creativity needed to succeed in both environments.

The launch underscores Link Group’s ambition to redefine how brands across Asia build meaningful and measurable connections in an era of globalised content and commerce.

With the establishment of SilkLink, Link Group strengthens its role as a bridge between both massive regions, combining cultural insight, data intelligence, and technology to deliver work that moves both audiences and business outcomes.

SilkLink focuses on both inbound and outbound marketing opportunities across Asia. On one end, it supports Indonesian brands looking to enter China through tailored digital, media, and cultural strategies guided by performance analytics. On the other hand, it helps Chinese brands expand to Indonesia, by developing localised marketing programs that blend local content, entertainment integration, and digital activations.

By merging Link Group’s cultural fluency with China’s technology-powered marketing landscape, SilkLink enables brands to reach audiences authentically and drive measurable results.

Leading the new venture is Andy Sun (pictured left), who brings more than 20 years of experience across 4A agencies and leading Chinese digital platforms. Prior to partnering with Link Group in August 2025, he held senior leadership roles including senior director at Alibaba Digital Media and Entertainment, where he helped scale integrated marketing and eCommerce brand partnerships, and general manager of programmatic advertising at iQiyi, one of China’s largest online video platforms.

His partnership with Link Group reflects a shared vision to build an Asia-wide creative and commercial ecosystem that fuses storytelling with data-driven innovation and cross-market collaboration.

“Understanding markets deeply means understanding the rhythm of daily life. That is what turns a market entry into real impact,” said Irsan Yapto (pictured right), CEO of Link Group. “SilkLink connects Indonesia’s creative instinct with China’s data-driven infrastructure to build ideas that perform across cultures and platforms.”

“China is the most digitised market in the world, while Indonesia is one of the most creative,” said Sun. “Through SilkLink, we combine data, culture, and storytelling to help brands engage new audiences with purpose and precision.”

For more than a decade, Link Group has been at the forefront of Indonesia’s creative and communications industry, uniting advertising, media, digital, and branded content under one integrated ecosystem. Known for its built-in marketing philosophy, where brands are embedded meaningfully within stories, the group has helped shape the evolution of entertainment-led marketing across Asia for brands such as coffee candy Kopiko.

MARKETING-INTERACTIVE has reached out to Link Group for more information. 

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