In the ever-evolving landscape of media and entertainment, mm2 Asia has emerged as a formidable player, charting an impressive journey from its inception in 2008 to its current status as a leading content and media powerhouse in Asia.

Media soaks the roots of any culture, which makes it an invaluable tool in any diplomat’s arsenal to spread understanding of their country to the world.

Diplomatic Network (Asia) interviewed mm2 Asia, a DNA member, to explore how media goes beyond mere entertainment for diplomats. It serves as a powerful tool for storytelling and promoting cultural understanding.

Cultural diplomacy spans a wide range of activities, from advertising campaigns and modern social media wizardry to hosting film festivals.

Meanwhile, as the company continues to adapt to the shifting media landscape, it remains focused on maintaining regional relevance while embracing corporate social responsibility. This commitment to growth and sustainability has solidified mm2 Asia’s position at the forefront of the industry.

Company overview and growth 

Can you provide a brief overview of mm2 Asia’s journey from its inception to becoming a leading content and media company in Asia?

Within the mm2 Group of companies, mm2 Asia Ltd is the Singapore-based holding company, whose segments include its Content Business operating as mm2 Entertainment, the Digital Entertainment Business operating as Vividthree, the Concert and Events businesses operating as UnUsUaL Entertainment, and Cinema Operations operating under Cathay Cineplexes in Singapore and mmCineplexes in Malaysia.   

The mm2 Group started in 2008 as a producer and distributor of films, television and online content in Singapore and Malaysia. mm2 has since expanded its capabilities and geographic market, with integrated businesses across the Content Production, Cinema Operations, Digital Entertainment, and Concerts and Events industries in Singapore, Malaysia, Hong Kong, Taiwan, China and the United States.  

mm2 Asia’s public listing on the SGX-ST Catalist Board in December 2014 marked a significant milestone for the Group. The successful transfer to the SGX-ST Mainboard in August 2017 solidified its position as a leading content and media company in Asia.  

The group has expanded vertically and laterally through strategic acquisitions. These include a majority stake in Vividthree Holdings Ltd, an award-winning virtual reality, visual effects, and computer-generated imagery studio, and the acquisition of UnUsUaL Limited, a leading event production and concert promotion company, bolstering its event capabilities. Furthermore, the establishment of mmCineplexes and the acquisition of Cathay Cineplexes Pte Ltd cemented its position as a key player in the Malaysian and Singaporean cinema landscape. 

Diplomats and international audience 

How does mm2 Asia cater to the content and media needs of an international audience, including diplomats and expatriates living in the regions you operate? 

For individuals seeking leisure and entertainment, our cinema chains, Cathay Cineplexes in Singapore and mmCineplexes in Malaysia, offer a refined, immersive cinematic experience. We are committed to providing a premium environment and a curated selection of films that appeal to a global audience. Additionally, we are open to partnering with embassies on film festivals to showcase international content and enrich Singapore’s cultural landscape.  

To support diplomatic missions, mm2 offers comprehensive creative solutions. Our experienced team provides a full spectrum of media services, including branding, social media, and video production. We are dedicated to helping organizations effectively communicate their messages to target audiences.  

Recently, mm2 partnered with the Singapore government to organize two seasons of short film competitions, aimed at getting young talents to think about communicating effectively about sustainability. The SUS Ads campaigns included storytelling masterclasses and cumulated in an award ceremony and the chance for the participants to see their creations on shared on cinema screens.  

Additionally, we actively seek partnerships with international producers who share our vision for creating compelling content. By offering production support and assistance with funding applications, mm2 aims to facilitate successful collaborations and contribute to the growth of the global film industry.

Content production and distribution 

With the evolving media landscape, how does mm2 Asia ensure it stays ahead in content production and distribution across different regions like Singapore, Malaysia, Hong Kong, Taiwan, China, and the USA? 

mm2 is always looking to the future of content through the lens of youth engagement and talent development. The company recognizes the dynamic preferences of its audience, and actively involves young people in the content creation process through initiatives like the Y2Y (youth to youth) program where young media talent are supported to make relevant and engaging content that speaks directly to other young people. This approach ensures that mm2 stays attuned to the latest trends and resonates with younger demographics across its diverse markets. 

By providing platforms for aspiring filmmakers through short film competitions and industry masterclasses, mm2 cultivates a pipeline of fresh talent. This strengthens its content creation capabilities and fosters a strong connection with the local creative communities in Singapore, Malaysia, Hong Kong, Taiwan, China, and the USA. 

Moreover, mm2’s strategic focus on developing and producing content that appeals to a broad Asian audience while maintaining regional relevance allows the company to effectively distribute its content across different markets. 

What are some of the most successful content projects mm2 Asia has produced, and what factors contributed to their success? 

Some of the most successful content has been content that resonated with local audiences while also having broad regional appeal, such as Abang Adik (Malaysia) and Time Still Turns The Pages (Hong Kong).  

Sustainability and corporate social responsibility 

How does mm2 Asia incorporate sustainability & corporate social responsibility into its business practices and content production? 

mm2’s approach to ESG is organized into three pillars, Our On-Screen Content & Social Impact (What The World Sees), Our Workforce & Culture (Who We Are) and Sustainable Production & Operations (How We Do What We Do).  

On-Screen Content & Social Impact (What The World Sees)

mm2 has a sizeable reach across the region, through our films and our cinemas. Being a trusted, reliable content producer and exhibitor depends on our ability to ensure the credibility, fairness, and objectivity of what appears on screen, both in terms of content and advertising. We adhere to internal standards and procedures to uphold our commitment to the legal and social compliance of our content business, promote awareness of sustainable consumption and push for peaceful and inclusive societies.  

mm2 produces and distributes films with the recognition that films and media can be powerful tools for sparking conversations about social justice. They can tell the stories of those who are marginalized, bringing often unheard voices to the forefront. These films can educate, challenge, and inspire viewers to fight for a more just world. 

Workforce and Culture (Who We Are) 

As a pan-Asian business, we recognize the challenges of navigating the complexities of culture, languages, traditions, demographics, and mindsets. We believe that greater organizational diversity can lead to better financial performance, greater innovation, and resilience to challenges in the future, and that to be the best creators and storytellers, our company must reflect, celebrate, and elevate the values of our audiences, which includes embracing Diversity, Equity, Inclusion & Belonging in the workplace.  

We are committed to continuing to make DEIB a core element of who we are and incorporate it into the very fabric of our workforce and culture. We remain dedicated to building a culture of meritocracy and inclusivity, where all our employees feel welcomed and have the opportunities and resources to thrive.  

Sustainable Production & Operations (How We Do What We Do) 

As an Asian-based media company, we are not a major emitter of greenhouse gas emissions, and we do not consider climate change to be a discretely material issue for our company. However, the threat of climate change on our audiences, communities, employees, partners, and society at large drives our responsibility to act and the urgency to encourage others to do the same.  

Our strategy is rooted in understanding and mitigating environmental impacts across our company and value chain, as well as using our content and platforms to raise awareness and inspire global action on climate change. We work diligently to identify and address the unique climate-related risks and opportunities present throughout each area of our business, be it content production or the operation of our cinema locations. 

Can you provide examples of initiatives or projects that highlight mm2 Asia’s commitment to social and environmental responsibility? 

  • mm2 produced and distributed films Good Goodbye (Singapore) which seeks to spur dialogues about the end-of-life experience and hospice care. The film was well-received especially by healthcare professionals for its empathic portrayal.  
  • mm2 also produced and distributed Abang Adik (Malaysia) about marginalized migrants in Malaysia. The film’s focus on social issues, humanities and morals, as well as its top-notch performances made it a hit at the box offices in Malaysia and Taiwan. The film received multiple award nominations, including seven Golden Horse Award nominations, with lead action Wu Kang-ren taking home the award for Best Actor at the prestigious ceremony.  
  • Time Still Turns The Pages (Hong Kong) is a film about childhood trauma and the concerning phenomenon of student suicides in Hong Kong. The film was highly praised for its sensitive portrayal of taboo subjects and its emotional impact and was a commercial success at the box office.  
  • The Y2Y (Youth To Youth) programme is a youth-focused media initiative for young media talents to be supported in making relevant and engaging content for their generation. The programme brings together a community of strategic partners and young content creators to develop talent and create opportunities for the next generation of filmmakers and visual storytellers.