JustCo CEO: Co-working as a Hospitality Business
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JustCo Reimagines the Office as hospitality, Expanding Across Asia-Pacific
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JustCo, a leading co-working space provider in Asia, is shifting its focus from simply providing office space too delivering a hospitality-centric experience, mirroring the hotel industry. This strategy fuels its continued expansion across the region, even amidst the ongoing debate surrounding return-to-office policies.
The Hospitality Model for Co-working
Kong Wan Sing, founder and CEO of JustCo, views his company less as an office provider and more as a hospitality business. He draws a direct parallel to hotels,emphasizing the importance of service and catering to the needs of members. “It’s a hospitality business. people come to us not just for the network, but also for the hospitality,” he told Fortune. “You need to serve them.You have to take care of their needs, like serving the customers who are coming to look for them in the office.”
This shift in outlook is crucial in a landscape where companies like Amazon and JPMorgan are pushing for full-time return-to-office, while employees continue to advocate for the benefits of remote and hybrid work.JustCo’s approach aims to create an environment that actively *attracts* people back to the office, rather than mandating their presence.
Expansion Strategy and Market Focus
JustCo is actively expanding its footprint across asia-Pacific. Recent developments include entering the Vietnam market with a new office in Ho Chi Minh City, marking its tenth urban market in the region. The company is also targeting Malaysia and India for expansion, with longer-term plans to enter countries in North Asia and the Middle East.
Kong envisions a comprehensive coverage of key cities in Asia-Pacific after these expansions. Notably, JustCo is even considering a return to mainland China, having previously exited the market in 2022 due to the stringent social distancing regulations imposed during the COVID-19 pandemic. This demonstrates a willingness to re-evaluate opportunities as market conditions evolve.
Key Markets & Office Count
| Region | Key Cities | Approximate Office Count (as of late 2023/early 2024) |
|---|---|---|
| Southeast Asia | Singapore, Bangkok, Ho Chi Minh City, Jakarta | ~20 |
| East Asia | Seoul, Taipei | ~10 |
| Oceania | Sydney, Melbourne | ~8 |
| South Asia | India (planned) | 0 (expanding) |
| Total | Across asia-Pacific | 48+ |
Note: Office counts are approximate and subject to change.
JustCo’s History and Founding
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