Mumbai: Social media platform Pinterest has launched an office in Singapore to service South East Asia and India, as part of its expansion in Asia-Pacific.
Ayumi Nakajima, the company’s country manager for South East Asia and India, will head Pinterest’s Singapore office. This is Pinterest’s second office in Asia-Pacific; it has had an office in Tokyo since 2013.
The team currently has less than 10 employees, including marketing and creator managers who work with brands, publishers and content creators. The Company will hire more Singapore-based employees in these roles, but that the team will remain small in the near term.
With this expansion plan, Pinterest aims to build localised experiences for its users in Asia-Pacific, the release said, quoting Ms Nakajima. “There is a great opportunity for brands, publishers and creators on Pinterest to connect with these engaged users when they are considering what to do or buy next,” she said.
“With a team based in Singapore, we’ll be able to offer an even more relevant experience for our users in one of our fastest-growing regions. So no matter where you are from, Pinterest is serving you ideas that feel personalised for you,” Ms Nakajima added.
Pinterest’s Singapore team has already worked with regional media partners such as Vogue India and Femina Magazine in Indonesia.
According to Pinterest, more than 250 million people use its platform each month – with more than half coming from outside the United States.
In APAC, the number of Pinterest users increased by more than 50 per cent over the past year, the company said, with more than seven million ideas saved or “Pinned” on the platform each day.
Popular ideas searched by users in India, Singapore, Indonesia and the Philippines include food, home decor, fashion and travel, according to the company.
Figures released by Pinterest show that has been an increase in searches among Singapore users over the past year for durian recipes (127%), balcony decor (230%), bridesmaid dresses (34%) and Indonesia as a travel destination (65%).
