Asia-Pacific Power List 2024: Samuel Fung, Starbucks

Samuel Fung 

Vice president, product and marketing
Starbucks Asia Pacific
Hong Kong
Returning member

As the current vice president of product and marketing for Starbucks in Asia Pacific, Fung develops regional marketing campaigns, using data analytics to stimulate further growth from digital marketing.

Fung took his marketing role for the coffee giant in 2019, and since taking up the mantle has led the rollout of Starbucks’ brand promise to all 15 markets in the region, an internal framework that ensures every store consistently delivers customer-centred, on-brand decisions. He has also been instrumental in driving significant marketing partnerships with Pantone, Emily in Paris, Line Friends, Kate Spade, Alice & Olivia, and FILA.

Notably, in 2023, Fung spearheaded the launch of two mega partnerships with Korean pop group Blackpink and entertainment powerhouse Disney. The campaigns consisted of 360 marketing activations across merchandise, beverages, and Starbucks cards. Most of the markets sold 95% of the merchandise within two to three hours, and some within a few minutes on e-commerce sites. Beverage sales in the first couple of days were double their typical amount during peak season for some markets. Their engagement rate was 50-150% higher compared to other seasonal campaigns, and video engagement rates on social media were two to four times higher compared to average campaigns.

Fung also successfully launched an NFT programme for the Korea market, the first of its kind for Starbucks in Asia Pacific. The programme encouraged customers to incorporate the use of personal cups into their daily lives by offering limited edition NFTs as rewards. The programme drove more than 260,000 customers participating who collected 600,000 eco-stamps within the first two weeks of launch.

Fung fosters diversity and inclusion within his Hong Kong-based regional team that includes members from the US, Korea, India, Canada, Croatia, Indonesia, and Hong Kong. He is also a mentor to other employees in Starbucks across their various offices in the region.

Outside of the Starbucks role, Fung has been serving on Campaign's Greater China Agency of the Year judging panel since 2020, and has been supporting HKUST Business School and Maastricht University for seminars and career talks to engage youth communities and nurture youth development.