In this episode

For Carmen Chiu, building global brands in Asian markets starts with a simple question: What makes a brand meaningful to consumers who may not know its history?

The director of branded products at Hong Kong-headquartered Maxim’s Food Group has spent much of her career answering that question, with previous roles at Ferrero, Godiva, Fortnum & Mason and Shanghai Tang.

Speaking with Inside Retail’s Amie Larter in the latest edition of the video series Retail Transformers, Chiu’s approach is clearly built around a ‘superpower’: Curiosity.