Loh Kean Yew | Partnerships

In 2021 he went into the World Championships unseeded, beating Olympic champion and world No. 1 Viktor Axelsen in the first round on his way to Singapore's first badminton world title. In 2026 he reached two more finals, at the Asian Games and at home in the Singapore Open.

That story is what a partner buys into. People want him to win, and that goodwill carries over to the brands beside him. HSBC and Singapore Airlines made him a global ambassador, Grab a regional one, and BOSS named him a Friend of BOSS.

Record

A career of national firsts.

World Champion 2021. Singapore's first badminton world title, won as an unseeded player.
Asian Games Silver 2026. Singapore's first individual Asian Games badminton medal, and the first Singaporean to reach the final.
Two-time Olympian Chosen to carry Singapore's flag at Tokyo 2020. At Paris 2024 he became the first Singaporean in 20 years to reach the Olympic badminton quarter-finals.
World No. 3 A career high, reached in November 2022 and held for eight consecutive weeks.
Singapore Open Finalist 2026. The first Singaporean men's singles finalist at the home tournament in 24 years.
World Tour Titles Taipei Open 2025, Spain Masters 2024, Hylo Open 2021 and Thailand Masters 2019, where he beat two-time Olympic champion Lin Dan in the final.
Major Games Medallist Asian Championships silver 2023. Commonwealth Games team bronze 2022. SEA Games singles silver in 2019 and 2021.

Partners

Selected brands he has worked with.

Audience

More than a million followers are paying attention.

Instagram engagement runs at 2 to 5%, above the typical benchmark. Match content performs, and so do his humour, lifestyle and more reflective posts. A campaign does not have to wait for a tournament to land.

His largest audiences are in Singapore, Indonesia, Malaysia and China. It is rare for a badminton player's following to travel this far from home, and it means one partnership can work across several markets.

69% Gen Z and Millennial. Fans have posted more than 10,000 pieces of their own content under #LohKeanYew on TikTok and Instagram. For a partner, that is earned media before the campaign starts.

Profile

As effortless in fashion as he is on court.

Most athletes are known mainly to sports fans. His work in fashion and lifestyle reaches the people who are not. Off court he is a father, candid and genuine, and on court usually the one smiling. That warmth makes media and role-model work easy, because none of it is put on.

Tatler

Men's Folio

Bazaar Men

Iconic Men

Feminine

Coverage

Covered by national newsrooms across Asia.

Social impact

Social and environmental causes he cares about.

Kean Yew gives his time to NGOs and social service agencies working on youth, community and sustainability issues. Much of it is with children and young people.

Brands that share these causes, or want to reach young people and their families, can take their own work further with him.

One Planet Plate with HSBC
The Upcycling Project with Singapore Airlines
Sharity Reimagined with Community Chest
Young Hearts with Singapore Red Cross
Share-a-Gift with the Boys' Brigade
ShoeboxProject SEA with Pertapis Children's Home
Sustainability in badminton, publicly backing synthetic shuttles

A career of national firsts.

Selected brands he has worked with.

As effortless in fashion as he is on court.

Covered by national newsrooms across Asia.

Social and environmental causes he cares about.

Partner with Kean Yew.