| Singapore

Flash Coffee appoints Amadea E. Choo as Head of Marketing

The technology-focused coffee chain says Choo’s proven track record of driving growth and success will help elevate its digital-first strategy across Singapore

Amadea E. Choo, Flash Coffee's new Head of Marketing for Singapore | Photo credit: Flash Coffee


Flash Coffee has announced experienced fashion marketing executive Amadea E. Choo as its new Head of Marketing for Singapore. 

The coffee chain, which operates 240 stores across Asia, including around 30 stores in Singapore, said Choo’s ‘proven track record of driving growth and success in various industries’ will be key in ‘the development and implementation’ of the company’s upcoming marketing campaigns. 

Choo most recently served as Head of Marketing for Hong Kong-based online retailer Shopline, and previously founded and served as CEO of business consultancy firm VFPLUSC. 

“Marketing is more than creative ideas and campaigns but being able to use the different facets of marketing as levers to solve problems for human beings. Flash Coffee is a lifestyle brand that transforms lives and I am thrilled to be joining the team in this dynamic season of growth to share our mission with more people. It also gives me great pleasure to join hands with a highly competent senior leadership team to scale the business in a tech-driven manner,” Choo said. 

Choo’s appointment is the second leadership hire for Flash Coffee in 2023 following Elia Francesco Ferrari Bravo as Head of Operational Excellence for the Asia Pacific region. 

Founded in January 2020 with a debut store in Indonesia, Flash Coffee now operates more than 240 stores across Indonesia, Singapore, Thailand, Taiwan, Hong Kong, Japan and South Korea

Having secured $15m in April 2021, the technology-focused coffee chain also said it intended to debut in the Philippines and Vietnam, although launches in the two countries have yet to be confirmed. 

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