Built in Melbourne.Created to connect markets.
DAY Concept was founded in Melbourne with a clear purpose: to help ambitious brands turn cross-market opportunity into meaningful local growth.
We saw that entering a new market takes more than advice, introductions or translation. It takes a local team that understands consumers, culture and the realities of building a brand on the ground.
Today, we bring together hands-on experience across brand strategy, ecommerce, marketing and operations — helping international brands establish in Australia and Australian businesses build stronger connections with Asian consumers and markets.
ASIA BRANDS.
AUSTRALIAN GROWTH.
Six established Asian brands.One local operating platform.
We build the Australian foundation behind each brand — from market intelligence and product selection to local positioning, ecommerce, marketing, retail and ongoing operations.
For a brighter Australia
Our hands-on portfolio brings together six established Asian brands, supported through one Australian operating platform.
STRATEGY · ECOMMERCE · MARKETING · LOCAL OPERATIONS
COMBINED SCALE OF MORE THAN
A$1B+
IN BRAND VALUE & BUSINESS SCALE ACROSS THE SIX BRANDS WE SUPPORT AND OPERATE WITH IN AUSTRALIA
OUR OPERATING BRAND PORTFOLIO
The ExperienceBehind Day Concept.
From Hong Kong to Australia — a journey driven by brands, people and opportunities.
My career in advertising and marketing began in Hong Kong, where I lived and worked for more than 20 years — including over a decade helping international brands enter the Hong Kong market. That experience taught me that lasting growth comes from understanding people, culture and how a brand truly operates in a market, not just from a strong campaign.
After immigrating to Australia more than 13 years ago, I started seeing the same challenge from the other side. Asian brands entering Australia kept hitting the same walls — unfamiliar consumers, positioning, channels, everyday execution. That's why, in 2024, I founded Day Concept: to give brands making that same journey the hands-on, on-the-ground experience I'd already lived. Today, we work with six established Asian brands whose combined value exceeds A$1 billion.
“ The best way to understand a market is to operate in it. ”
— Derek Leung, Founder, Day Concept
One Local Partner.Two Growth Directions.
We help international brands enter Australia — and Australian brands build meaningful connections with Asian consumers.
EnterAustralia
- 01
Market intelligence
Clear insights for confident decisions.
- 02
Localisation & go-to-market
Adapt, launch and scale with ease.
- 03
Operations & retail
Supply chain, distribution and in-market support.
Reach Asianaudiences
- 01
Asian market strategy
Insights and planning for real opportunity.
- 02
Content & media
Culturally relevant stories that travel.
- 03
Community activation
Build brand love with Asian consumers.
A local foundationfor global ambition.
We connect brands, people and opportunities across Australia and Asia.
Start a ConversationPEOPLE · BRANDS · POSSIBILITIES
01 · LOCAL FOUNDATION
AUSTRALIA
Market insight · Localisation · Ecommerce · Operations
02 · MARKET CONNECTIONS
ASIA
Hong Kong · Shanghai · Seoul · Tokyo · Kuala Lumpur