Elaine Tai | Head of Brand, Southeast Asia at VIVAIA
Elaine Tai joins VIVAIA as Head of Brand for Southeast Asia, shaping a vision where elegance cares for tomorrow. VIVAIA redefines modern style as mindful living—crafted for those who value comfort with conscience and sophistication with soul.
Recognized among Asia Pacific’s Top 10 Marketing Leaders (2025) by MarTech Outlook for championing the truth that brands thrive when purpose speaks and stories connect, Elaine brings a proven ability to create strategies that resonate across cultures.
Her career spans leadership roles at Furla Asia Pacific, Shanghai Tang under Richemont Group, and GEOX Asia Pacific, where she led repositioning across 12 diverse markets—including South Korea, India, Indonesia, Malaysia, Hong Kong, and Singapore—blending global consistency with local narratives to drive post-COVID recovery through community and wellbeing initiatives.
At Tinno Mobile Group, ranked among China’s Top 100 electronic information enterprises, Elaine transformed SUGAR into a lifestyle-led brand, securing RMB 400M investment from the Yibin government. She launched China’s first TikTok KOL party featuring brand ambassador Z.Tao, partnered with European tourism boards, and activated Belt and Road ambassador networks, while building strong ties across Shenzhen and the Greater Bay Area, a hub for innovation and cross-border mobility.
Elaine also served as Marketing Head at The Swank, Hong Kong’s first luxury fashion house, leading campaigns for affiliated brands including Brunello Cucinelli and Brioni. Her strength lies in orchestrating regional campaigns and localizing brand DNA to create experiences that resonate across cultures.
A respected voice in the marketing community, Elaine speaks at global forums including Digital Marketing Asia Summit, Campaign Spotlight Hong Kong, The 14th Annual Shopping Malls Summit, and the upcoming MRMW APAC 2026. She also serves on judging panels for Campaign Agency of the Year Awards, The Drum Marketing Awards APAC, and the Beyond Future Art Prize, celebrating creativity at the intersection of art and a sustainable future.
Elaine is a graduate of the School of Journalism and Communication at The Chinese University of Hong Kong, ranked 12th globally in the 2025 QS World University Rankings for Communication and Media Studies.
An everyday yoga practitioner and meditator, Elaine is passionate about shaping brands that deliver style with purpose and experiences that truly connect.