New service drives integrated, earned-first storytelling for event publicity across Asia
Mutant, a leading independent communications agency in Southeast Asia, has announced the launch of Mutant MICE, a dedicated regional offering designed to strengthen how meetings, incentives, conferences and exhibitions (MICE) are positioned, communicated and amplified across Asia.
The launch formalises a body of work Mutant has been delivering across the business events sector over the past year, as demand grows for communications partners who understand the broader ecosystem around destinations, industries and economic impact.
Mutant MICE brings together the agency’s experience across public relations, content, social media and stakeholder engagement to help organisers, brands and destinations translate events into long-term visibility, reputation and measurable outcomes — beyond attendance and ticket sales.
This new offering reflects the increasing complexity of the MICE landscape in Southeast Asia, where competition for attention has intensified and clients are under greater pressure to demonstrate return on investment, from tourism and trade impact to delegate conversion and industry influence.
“The MICE sector sits at the intersection of business, culture, travel and economic opportunity, and brands and destinations need a communications partner that understands not just the event, but the ecosystem around it,” said Lina Marican, Regional Managing Director of Mutant. “Mutant MICE brings strategic clarity, earned creativity and on-ground discipline to help our clients stand out and scale their impact.”
Over the past year, Mutant has delivered communications programmes across major regional and international platforms including Business China, Tech Week Singapore, the Singapore International Film Festival (SGIFF), Cirque du Soleil’s KOOZA Singapore and the Abu Dhabi Infrastructure Summit (ADIS), alongside government-linked tourism and cultural initiatives. Most recently, the agency was appointed to support the Malaysian International Food & Beverage Fair, further strengthening its presence in the sector.
As Southeast Asia’s MICE industry continues to evolve, markets such as Singapore and Malaysia are increasingly positioning business events as a pillar of tourism, trade and investment growth. Mutant MICE aims to help clients maximise the strategic value of their participation and platforms before, during and after the event.
Client validation
“Since 2023, Mutant has been an integral partner in shaping Tech Week Singapore’s growth as a cornerstone of Asia’s technology calendar,” said Kaylen Tang, Marketing and Content Director at CloserStill Media, organiser of Tech Week Singapore. “Their earned-first approach and understanding of our audience helped transform complex innovation themes into compelling, human-centred stories that resonated across the region. Together, we’ve shown how the right communications strategy can amplify not just an event, but an entire ecosystem of collaboration and ideas.”
“Through its strategic counsel and regional expertise, Mutant supported Business China in strengthening the visibility and impact of the FutureChina Global Forum,” said Jodie Lim, Manager, Future China at Business China. “Their understanding of the policy and business media landscape enabled us to enhance engagement with partners across Singapore, China and ASEAN — reinforcing Singapore’s role as a trusted platform for meaningful economic dialogue.”
“For the 36th Singapore International Film Festival, it was important for us to work with a partner who understood how audience sentiment towards cinema in Southeast Asia is evolving – and who could still cut through the noise to drive meaningful impact,” said Krystalle Teh, Marketing Executive at the Singapore International Film Festival. “Mutant’s deep industry insight, strong media relationships and genuine passion for film made them a trusted and collaborative partner.”
With offices across Singapore, Malaysia, Indonesia, Thailand and the Philippines, Mutant MICE will support regional and global clients seeking a communications-led approach to business events, combining regional perspective with local execution.
