Case studies

Sumitomo Mitsui Banking Corporation
Push the envelope -- Revealing management's vision to Asian stakeholders

  [Media] Nikkei Asia (former Nikkei Asian Review)
Push the envelope -- Revealing management's vision to Asian stakeholders

As a core company of Sumitomo Mitsui Financial Group, Sumitomo Mitsui Banking Corporation is expanding its multi-franchise strategy in Asia and strengthening digital finance toward realization of the group's "Asia Centric" goal.

Since 2016, the Asian business hub of Singapore has been the main sponsor of the SMBC Singapore Open in January -- one of Asia’s largest golf tournaments. SMBC sees the event as an opportunity to showcase its brand in Asia.

SMFC President and CEO Jun Ota and SMBC CEO Makoto Takashima appeared in a tie-up advertisement in Nikkei Asia(Former Nikkei Asian Review), which was published during the golf tournament week.

The advertisement aimed to deepen the public’s understanding of the company by explaining SMBC strategy and outlining its regional DX business, as well as show support for Asian startups and their partners. The company uses the ad content to produce A4-size leaflets, which serve as an introduction tool that can be widely distributed across Asia.

In addition to Singapore, the number of SMBC business partners and employees in Asian countries such as Indonesia -- which saw the launch of Bank BTPN in February 2019 -- is increasing. The message of top management sent via Nikkei Asia targeted those outside the company, but also helped employees to better understand corporate goals and boosted motivation.