2025 marks a new chapter for LUXUO as it sharpens its focus on its unique selling point: profiling corporate leaders and business entrepreneurs. As part of this evolution, LUXUO is excited to introduce the LUXUO Lens series, spotlighting visionary leaders. In the inaugural edition, LUXUO sits down with Andrew Pang, Suntory Global Spirits’ Regional Brand Ambassador for Singapore and Southeast Asia. The conversation explores Suntory’s rich philosophy and Andrew’s vision for introducing Japanese gin to a global audience — perfectly embodying the start of a year dedicated to forging fresh beginnings while honouring timeless traditions.

Meeting LUXUO for an exclusive interview at the Beam Suntory headquarters, housed within the offices of Porsche Asia Pacific at Singapore’s Guoco Midtown, the setting immediately exudes sophistication. The office space is adorned with walls showcasing a stunning array of luxury spirits, with bottles lining illuminated shelves in an artful display. A sleek corridor leads to a well-stocked bar strategically placed at the heart of the headquarters, embodying the brand’s commitment to hospitality and refinement.

As the interview begins, Andrew Pang — the regional brand ambassador for the House of Suntory in Singapore and Southeast Asia — takes centre stage, passionately sharing the story of Roku Gin. Blending centuries-old Japanese heritage with modern sophistication, Roku Gin has carved a unique identity in the competitive world of premium spirits. Reflecting on what inspired him to join the House of Suntory and represent Roku Gin, Andrew says, “Suntory’s blending philosophy really drew me in.”

Andrew’s fervour for Japanese craftsmanship is unmistakable as he delves into the brand’s philosophy of wa, a deeply rooted concept of balance and harmony between humans and nature that defines the very essence of Roku Gin. Alongside this, he explains that the brand embraces monozukuri — elevated Japanese craftsmanship — and omotenashi, the spirit of authentic hospitality. “This philosophy extends beyond Roku Gin’s ingredients,” Andrew shares. “Each Japanese botanical, from sakura blossoms to yuzu, is distilled separately to preserve its character, resulting in a blend that’s intentional and delicate.”

Andrew’s role as a brand ambassador is not merely about promotion but fostering connections and authenticity. He discusses the importance of storytelling, a cornerstone of the House of Suntory’s ethos. “It’s not just about the specifications or flavours — it’s about sharing the history, culture, and craftsmanship behind the brand,” he explains.

Andrew sees the luxury spirits industry shifting towards more personalised and immersive experiences. “People want more than just a tasting — they want to learn, connect, and be part of something memorable,” he says. From masterclasses to bespoke events, Roku Gin continues to innovate while staying true to its roots.

On the topic of brand storytelling and personalised offerings, how does Roku Gin resonate with Southeast Asian consumers? According to Andrew, there is an inherent synergy between Japanese and Southeast Asian cultures, rooted in shared culinary influences and a mutual admiration for meticulous craftsmanship. “Roku Gin embodies this connection with its top-tier quality and distinctive profile,” Andrew explains. In what some might call a saturated market, Roku Gin carves out its niche through a flavour profile that sets it apart. “At its core, it’s a gin, but the lead notes of sakura blossoms and sencha tea lend it a unique character that surprises and delights,” he adds.

In the demanding world of hospitality, maintaining composure amidst the hustle is vital. When discussing the challenges of the industry, Andrew reflected, “The fast-paced nature of the industry is a significant challenge. With overlapping events and constant innovation, finding balance is essential. Roku Gin reminds me to slow down and embrace the present, a mindset I strive to incorporate into my work.” For Andrew, Roku Gin serves as a gentle reminder to pause and appreciate the moment. It’s about discovering peace within the chaos — much like savouring the peak flavours of each season — a philosophy that resonates deeply with professionals in the field.

Switching gears, LUXUO put Andrew Pang in the hot seat with a series of off-the-cuff, rapid-fire questions he was not briefed on beforehand. Here is how he navigated the unexpected questions.

If Roku Gin were a person, who would it be?

Andrew Pang: It would be someone like Lalisa Manobal from BLACKPINK. She’s refined yet playful, with a universal appeal that captivates everyone — just like Roku Gin!

If Roku Gin hosted a dinner party, what would it serve?

Andrew Pang: Fresh, seasonal produce — ingredients sourced together with the guests for a truly immersive experience. It’s all about celebrating the moment and creating something memorable.

If Roku Gin were to get eliminated from reality show, what would it be?

Andrew Pang: Roku Gin would not do well on Survivor.

What set’s Roku Gin apart from its competitors?

Andrew Pang: While Roku Gin is a true gin with juniper as its foundation, what sets it apart are the lead notes of sakura blossoms and sencha tea. These are complemented by earthy tones like sansho pepper, creating a balanced and layered flavour that’s both familiar and unexpected. It’s a gin that challenges perceptions and creates memorable experiences.

When is the best time to drink Roku Gin?

Andrew Pang: The best time to drink Roku Gin is when you’re thirsty.

What’s the best way to enjoy Roku Gin?

Andrew Pang: I love keeping it simple with gin and soda water. The soda’s neutral profile lets the gin’s delicate flavours shine through. Of course, a premium tonic works just as well — something light, not overly sweet.

Finally, what does leadership mean to you?

Andrew Pang: Empathy is crucial. Coming out of the pandemic, people are pushing hard to make up for lost time, but it’s important to recognise physical and mental fatigue. Balancing empathy with discipline allows you to lead effectively while supporting your team.

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