Who we are

SpoonX’s Backstory

SpoonX is a fast-scaling, revenue-generating marketing agency born from a bold strategic pivot. Initially envisioned as an extension of Zaihui following its $200M funding round and expansion into Singapore, the plan to replicate Zaihui’s proven strategies across borders quickly revealed its limits.

Rather than force a one-size-fits-all approach, SpoonX made the decisive move to go “all-in” on marketing—a space where its expertise could truly thrive.

This shift transformed SpoonX from a subsidiary concept into an independent powerhouse, recognized for its ability to scrap outdated playbooks, move with speed, and carve its own path through bold, calculated execution.

At its core, SpoonX is defined by adaptability, agility, and the courage to pivot decisively—traits that fuel its rapid growth and continued success.

Investment Timeline

Drawing from nearly a decade of experience supporting over 28,000 brands across China, Zaihui (再惠) laid the groundwork for SpoonX’s creation — a brand built to bridge innovation, strategy and speed. In 2022, this vision took shape in Singapore, backed by the Economic Development Board under the Tech@SG programme.

The partnership marked a pivotal milestone, reinforcing SpoonX’s commitment to driving digital transformation and empowering businesses across Southeast Asia through bold, data-driven marketing.

2015