Onside Content enters SEA with Singapore joint venture

California-based digital content company Onside Content has entered Southeast Asia through a joint venture in Singapore with local creator Lucas Ho.

The partnership, formalised on 27 March, saw the launch of Onside Singapore, marking the company’s first expansion into the region.

Onside Singapore combines Onside Content’s corporate infrastructure, brand strategy and production capabilities with Ho’s local market knowledge and creator network across Singapore and Asia.

Don't miss: Experiential agency Verve expands into Asia with Singapore office

Ho leads content strategy, development, creative direction and talent partnerships for the Singapore venture. Meanwhile, Onside Content provides operational support, commercial infrastructure and brand development.

The joint venture focuses on the creation, production, distribution and commercialisation of digital and multimedia content across platforms. Onside Singapore began operations on 1 April.

"Southeast Asia is one of the most exciting content markets in the world right now, and Singapore is the perfect base from which to build. We've been deliberate about how we reenter this region — and finding the right partner was everything," said Peter Bakker, CEO of Onside Content. 

He added, "Ho brings exceptional creative talent, genuine local relationships, and a work ethic that matches ours. Together, we're not just opening an office — we're building something that will resonate across the whole of Asia. This is day one of something we're very proud of."

In tandem, Ho said, "I've spent years building relationships across Singapore's creator and media landscape, and I've always believed there was an opportunity to bring world-class content production to this region at scale."

"Partnering with Onside Content gives us the platform, the resources, and the global perspective to do exactly that. The appetite for compelling, high-quality content across Southeast Asia is enormous — and we intend to meet it. I'm genuinely excited about what we're going to build together," he added. 

The move comes as global agencies ramp up investments in Asia’s creator economy. In November 2025, W Communications launched creator-first consultancy HelloFranses! in Asia, with Singapore as its regional hub.

Founded by Chloe Franses, the UK-based consultancy works with brands including Disney, Hublot, Aston Martin and Bacardi, and was behind POP MART’s Labubu push into mainstream fashion. The Asia expansion marked W Communications’ entry into talent representation, with plans to build a full-service influencer offering spanning strategy, content production and paid amplification, while also directly representing creators in the region.

Meanwhile, agencies such as Battenhall are doubling down in Singapore. Most recently, the agency launched a new regional hub in the city-state last July to strengthen its presence across APAC. The expansion will create new roles in social media consulting, creative and client management as Battenhall scales in markets including Australia, China, India, the Philippines and Thailand.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles: 
Stagwell sets up Singapore hub to house its APAC agencies   
Brand and growth consultancy MOMENTRA opens shop in Singapore 
COMCO Mundo expands SEA footprint with Singapore launch