Tatler Asia names new general manager for Malaysia

Tatler Malaysia is entering a new phase of transformation under the leadership of Sim Wie Boon, recently appointed general manager. His move from editorial into a business-wide leadership role marks a strategic push to build a more agile, integrated brand that spans media, experiences, and marketing partnerships.

Sim now oversees content, creative, sales, marketing, partnerships, events, and operations, with the goal of turning Tatler Malaysia into what he calls “a future-ready business.”

The brand, long associated with luxury print publishing, is doubling down on its identity as a multi-platform brand partner delivering 360-degree campaigns across digital, print, social, experiential, and community activations.

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“This role marks a significant shift for me, moving from content creation to shaping how the entire business grows and delivers value,” Sim told A+M exclusively. Brands can now expect a more commercially focused and integrated approach. He added:

Tatler Malaysia is moving beyond the traditional role of a publication.

"We're now better positioned to act as a strategic partner that can help brands tell stories and engage communities," said Sim.

Sim began as Tatler Malaysia’s digital editor in 2023 before taking over print. He has a background in journalism, with past roles at CLIVE Magazine, JUICE Malaysia, The Rakyat Post, and Esquire Magazine, and spent six years at BFM 89.9. Now working closely with Tatler Asia’s executive managing director Geraldine Beh and department heads, Sim is focused on aligning business growth with the evolving needs of clients and readers.

We're doubling down on cross-platform integration, and will be more proactive in helping clients build brand affinity.

Sim added that looking ahead, Tatler Malaysia will also be strengthening its community-centric approach, "by connecting people of influence through curated experiences and meaningful storytelling that creates long-term brand value."

That philosophy shapes Tatler’s commercial roadmap. “Our commercial strategy is centered around offering brands more than just ad placements. We’re offering full-service, end-to-end solutions,” Sim explained. This includes custom editorial, multi-channel storytelling, and physical activations—from intimate gatherings to large-scale events like food festivals and sports matches.

Tatler Malaysia’s print circulation stands at 10,000. While print remains a core pillar, the brand is expanding into new content verticals and platforms. “While we’ll always maintain our core in luxury lifestyle, be it fashion, watches, travel, dining, or design, we’re now placing stronger editorial focus on areas that reflect where influence is moving: sports, tech, AI, entrepreneurship, and social impact,” said Sim.

He added that the goal is to spotlight changemakers and tell stories that reflect modern leadership and forward-thinking culture, while “remaining aligned with Tatler’s mission of celebrating people who are shaping a better future for their communities and their countries.” Across markets, Tatler Asia is developing richer, more multifaceted content verticals, and exploring new commercial opportunities.

When asked about digital and social expansion, Sim said: “Absolutely,” adding, “We’re expanding our digital and social efforts in response to evolving consumer habits and the growing demand from clients for real-time engagement and measurable reach.”

With that said, it doesn’t mean that we're abandoning print.

He noted that Tatler views its platforms as complementary, where digital delivers agility and print retains its storytelling power. "That's something that still resonates deeply in the world of luxury and affluence," said Sim.

Ultimately, the brand’s 360-degree strategy ensures all platforms work in tandem. “Our strategy is a 360-degree approach that ensures print, digital, social, and experiential all work in tandem,” Sim said. "Whether it’s through online content, curated brand activations, or signature events, we’re creating touchpoints that bring our audience and partners together in meaningful ways," he added.

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