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Best Practices for Brand Building in Asia

Buildings in Singapore

Date(s) - 22/09/2020
9:00 am - 10:30 am


How does marketing differ from Asia when compared to Europe and Norway? And how can digital marketing in China can help you grow your business?

In cooperation with our members Yara and Norway China Business Hub we are inviting you to a webinar on brand building in Asia 22 September. The webinar takes place from 09.00 to 10.30 Norwegian time / 3 pm to 4.30 pm Singapore time.

>> Sign up before 17 September to secure your spot


  • Terje Knutsen, Executive Vice President, Yara: “Brand building in Asia – the experience of Yara”
  • Jan Erik Christensen, CEO, Norway China Business Hub: “How digital marketing in China can help you grow your business”
  • Panel debate followed by Q&A session – moderated by Ole Henæs, Regional Director Asia, Innovation Norway

From product to solution oriented marketing
Yara (previously Norsk Hydro) started exporting the first products to the region more than 100 years ago and has been on the ground in Asia almost 50 years.  During all these years the Viking Ship brand has played an important role and it is today the leading brand within crop nutrition throughout the region.  As the strategy of Yara has evolved from a typical producer company to a solution oriented crop nutrition company over the last 30-40 years, so has also our brand building evolved by positioning the company deeper in the value chain with a farmer centric focus. Lately a significant investment into Digital Farming and the use of digital marketing has enabled the company to expand the brand building in scale and reach.

Forget about Google and Facebook – concentrate on Baidu and WeChat
Norway China Business Hub was established in 2019 to accommodate Norwegian companies who wish to enter the Chinese market. They offer a one-stop-solution for companies where assist with how to set up a company, finding reliable providers, visa applications, legal matters, Chinese business culture, and last but not least – how to market your products or services digitally in China. Learn about the different digital platforms in China, how to navigate them, and how to make the most out of them.

About the speakers

Terje Knutsen, Yara


Terje Knutsen joined Yara (then Norsk Hydro) as a trainee in 1987.  He is today EVP Farming Solutions and holds a global mandate to drive the transformation of Yara’s core crop nutrition business by developing both existing and new solutions including premium products, digital business, food value chain collaboration and climate-neutral solutions. Previous positions include EVP Sales & Marketing 2015-2020, BU Manager for North and East Europe 2012-2015, BU Manager and President for Yara Asia Pte Ltd from 2006-2012 based in Singapore.  Terje has lived 17 years outside Norway and had 4 international assignments while working for Norsk Hydro / Yara.



Jan Erik ChristensenJan Erik Christensen holds a doctorate in Chinese literature and a master’s degree in market management. He has more than 18 years of experience with China and has started two companies associated with it

Through the company Norway China Business Hub AS he helps Norwegian companies to open up new sales channels in China (online and offline), finding new companies and finding better suppliers in China, as well as helping companies with protecting intellectual property (trademarks and patents) as well as setting up digital marketing and E-commerce solution on Chinese platforms.

He is also the founder and CEO of the company Lær Kinesisk AS (Learn Chinese) which aims to help Norwegians and Norwegian companies to better understand Chinese culture, business culture and language.

He is used as a China consultant by Innovation Norway, international, Chinese and Norwegian companies and have a deep understanding of digital marketing, E-commerce in China as well as Chinese business culture and how it is different from the business culture of western countries.


>> Register for the webinar