Kong Wan Sin, 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 special property enterprise: Motels.
“It’s a hospitality business. People come to us not just for the network, but also for the hospitality,” he instructed 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.”
Kong and JustCo are increasing their presence in Asia whilst 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 known as employees again to the workplace full-time. However staff tout the advantages of working from residence and hybrid work, forcing employers and workplace designers to get inventive in how they create individuals again.
The corporate can also be increasing into new markets regionally, together with Malaysia and India. Within the longer run, they’re additionally trying to transfer into nations in North Asia and the Center East.
“After entering all these markets, we will be truly covering all the key 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 rules 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 kinds for Kong, who was first uncovered to the thought of a flexi-office in Ho Chi Minh Metropolis a number of many years in the past.
JustCo’s story
Within the early 2000s, Kong was an worker of Singaporean actual property funding firm Mapletree, figuring out 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 sizzling 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 had been nonetheless few and much between.
Kong notes that, simply three years in the past, slightly below 4% of all places of work in Asia-Pacific had 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 growth is definitely much faster than European or American countries.”
JustCo additionally leases small places of work for companies to lease. Sixty p.c of JustCo’s shoppers are multinational companies searching for house for a regional workplace, Kong mentioned. Corporations like Chinese language tech large 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 office.”
The previous is a luxurious co-working house, outfitted with premium white-glove providers like each day breakfasts and aperitif hours, and twice-a-day workplace cleansing. The primary such house was launched in Tokyo in March.
“Japan is a very mature market, and people in Japan—they appreciate luxury stuff,” mentioned Kong, when requested why the nation was chosen to debut its premium model. Kong and his group has since launched THE COLLECTIVE in Bangkok and Taipei; the corporate will convey the idea to Singapore and India in 2026.
“The boring office” sits on the opposite finish of the spectrum, catering to corporations that desire a stripped-down answer. “When you go to the boring office, there’s no cleaning [of rooms] every day, only once a week,” Kong says. “And the pantry is a very basic pantry that provides only water—there’s no coffee, nothing.” The primary house below that model was launched in Singapore in July.
These three manufacturers cater to firms’ differing wants, and are priced alongside a sliding scale.
The agency’s luxurious places of work are 20 to 30% extra expensive than the basic JustCo workspace, whereas the boring workplace’s areas are cheaper by roughly the identical quantity, Kong explains.
