Kong Wan Sing, the founder and CEO of JustCo, considered one of Asia’s largest co-working house suppliers, doesn’t fairly consider himself as main an workplace firm. As an alternative, he sees parallels with a distinct property enterprise: Resorts.
“It’s a hospitality enterprise. Folks come to us not only for the community, but additionally for the hospitality,” he informed Fortune. “It’s good to serve them. You need to deal with their wants, like serving the shoppers who’re coming to search for them within the workplace.”
Kong and JustCo are increasing their presence in Asia at the same time as employers and staff proceed to struggle a battle about versatile work and returning to the workplace. Globally, company giants starting from Amazon to JPMorgan have referred to as employees again to the workplace full-time. However staff tout the advantages of working from dwelling and hybrid work, forcing employers and workplace designers to get inventive in how they convey folks again.
The corporate can also be increasing into new markets regionally, together with Malaysia and India. Within the longer run, they’re additionally seeking to transfer into nations in North Asia and the Center East.
“After getting into all these markets, we might be really protecting all the important thing cities in Asia-Pacific,” says Kong. He’s even contemplating returning to mainland China, after JustCo exited the market in 2022 attributable to tight social distancing laws throughout the COVID pandemic.
JustCo simply entered the Vietnam market with a brand new workplace alongside Ho Chi Minh Metropolis’s waterfront. The Vietnamese metropolis is the tenth city market in Asia for JustCo. It’s additionally a return of types for Kong, who was first uncovered to the concept of a flexi-office in Ho Chi Minh Metropolis a number of a long time in the past.
JustCo’s story
Kong Wan Sing based JustCo in Singapore in 2011. Following a regional growth drive in 2015, it now operates 48 places of work throughout Asia-Pacific, together with in main cities like Seoul, Bangkok, Taipei, Melbourne, and Sydney. Kong himself hails from a household of entrepreneurs; his dad and mom function garment factories in close by Malaysia. “There’s genes inside me to construct a enterprise,” he says.
Within the early 2000s, Kong was an worker of Singaporean actual property funding firm Mapletree, understanding of a flexi-office in Vietnam’s Ho Chi Minh Metropolis. (A flexi-office is a contemporary workspace the place staff don’t have assigned desks, however as an alternative select from numerous work zones together with scorching desks, quiet pods, and collaborative areas.)
The expertise opened his eyes to the worth of versatile workspaces, and he noticed a enterprise alternative in Asia, the place such areas have been nonetheless few and much between.
Kong notes that, simply three years in the past, just below 4% of all places of work in Asia-Pacific have been flexi-offices. It’s since risen to over 5%, however that’s nonetheless half the extent seen in additional developed markets in Europe and the U.S. But JustCo’s CEO says he’s seeing a “surge” in Asia: “The expansion is certainly a lot sooner than European or American nations.”
JustCo additionally leases small places of work for companies to hire. Sixty % of JustCo’s shoppers are multinational companies searching for house for a regional workplace, Kong mentioned. Corporations like Chinese language tech big Tencent and U.S. vaccine maker Moderna use JustCo for his or her native places of work.
New manufacturers
JustCo has since broadened its choices to potential renters, launching two new manufacturers: “THE COLLECTIVE” and “the boring workplace.”
The previous is a luxurious co-working house, geared up with premium white-glove companies like every day breakfasts and aperitif hours, and twice-a-day workplace cleansing. The primary such house was launched in Tokyo in March.
“Japan is a really mature market, and folks in Japan—they admire luxurious stuff,” mentioned Kong, when requested why the nation was chosen to debut its premium model. Kong and his workforce has since launched THE COLLECTIVE in Bangkok and Taipei; the corporate will deliver the idea to Singapore and India in 2026.
“The boring workplace” sits on the opposite finish of the spectrum, catering to companies that desire a stripped-down resolution. “Once you go to the boring workplace, there’s no cleansing [of rooms] each day, solely as soon as per week,” Kong says. “And the pantry is a really primary pantry that gives solely water—there’s no espresso, nothing.” The primary house underneath that model was launched in Singapore in July.
These three manufacturers cater to corporations’ differing wants, and are priced alongside a sliding scale.
The agency’s luxurious places of work are 20 to 30% extra expensive than the traditional JustCo workspace, whereas the boring workplace’s areas are cheaper by roughly the identical quantity, Kong explains.
