Editorial Director, Izwan Abdullah on The Regional Rise of Males’s Folio

Since its founding in 1997, Males’s Folio has grown right into a regional media powerhouse, specializing in males’s associated pursuits throughout model, magnificence and tradition with an affect spanning nicely past Southeast Asia. Since its founding in 1997, Males’s Folio has advanced alongside the area’s rising luxurious and trend industries. Practically twenty years later, Males’s Folio has advanced alongside the rise of digital media, constructing an viewers of almost a million followers and over 50 million month-to-month impressions throughout the title’s social media platforms. On the helm of this regional community is the Males’s Folio’s editorial director, Izwan Abdullah who has been steering the journal’s imaginative and prescient throughout Singapore, Malaysia, Thailand and Vietnam since 2019.

At simply 30 years outdated Izwan Abdullah (or just Izwan as he’s extra affectionately referred to by his friends) has already made a reputation for himself in Singapore’s media panorama. From groundbreaking model collaborations to capitalising (and setting) tendencies on social platforms, the community’s development has been pushed by Izwan’s clear imaginative and prescient and inventive ambition.

The success of his management was notably seen with the meteoric rise of Males’s Folio Malaysia over the previous few years. Previous to 2023, Males’s Folio Malaysia was run beneath completely different management however the title was since streamlined, working in tandem with Males’s Folio Singapore. This fully reshaped how the journal was perceived by native readers in Malaysia — evolving from simply one other luxurious males’s title on the newsstands into a number one voice in regional males’s trend, way of life and tradition sectors. On this dialog, LUXUO speaks to the person who wears many hats (editorial director at Males’s Folio Singapore and Males’s Folio Malaysia in addition to the group artistic director of the Coronary heart Media Group) to discover what drives Males’s Folio’s DNA, the secrets and techniques behind its social media success and plans the title has going into 2026.

You oversee editorial and inventive route for Males’s Folio throughout Singapore, Malaysia, Thailand and Vietnam. What does that function entail, and what’s it like working throughout such a various regional panorama?

Males’s Folio was based in Singapore and Malaysia in 1997, earlier than increasing into Vietnam in 2020 and Thailand in 2024. As Southeast Asia emerges as the subsequent powerhouse of luxurious trend, it’s more and more very important for the community to develop collectively and share sources throughout markets. The worldwide rise of Southeast Asian expertise from late 2023 to early 2024, marked by main manufacturers collaborating with main regional celebrities, underscores this momentum, with Singapore persevering with to function a key regional hub for luxurious manufacturers.

Right now, the Males’s Folio community reaches almost a million followers, with 700,000 throughout social media in Southeast Asia and over 50 million month-to-month impressions. As we proceed on this upward trajectory, strengthening unity throughout the community stays important to sustaining and accelerating our development.

At its core, what lies on the coronary heart of Males’s Folio’s DNA?

In two phrases, Males’s Folio is easy cool. Males’s Folio’s DNA has all the time been about talking to youth whereas remaining aspirational to each technology. Males’s Folio places the highlight on the subsequent wave of creatives and abilities throughout the area.

What elements have contributed to Males’s Folio’s sturdy development on social media?

You will need to perceive your goal demographic and studying how you can talk along with your viewers is essential. Whereas there’ll all the time be some trial and error, when you get previous it, you possibly can anticipate tendencies and keep forward of the algorithm. The crew is consistently occupied with tendencies and discovering methods to deliver recent concepts into Males’s Folio’s editorials, whether or not it’s turning a viral TikTok meme right into a purchasing story or collaborating with celebrities on the newest dance tendencies.

Males’s Folio persistently ranks among the many most participating digital media platforms within the trade (per DMR rankings). What do you attribute this stage of engagement to?

It’s about predicting what the market needs immediately and what units Males’s Folio aside from our opponents. Once we write trend opinions, we are inclined to skip the same old formalities — like detailing materials or technicalities — and deal with the cultural context as an alternative.

For example, what does it imply for an adolescent immediately to be on the forefront of trend? What significance does proudly owning a luxurious bag maintain in immediately’s tradition? Our crew of younger writers speaks on to our loyal younger readers and that connection is actually what works for us.

Trying again on 2025, which model collaborations proved most profitable?

Considered one of our most memorable and profitable collaborations of 2025 was the September Males’s Folio Singapore cowl with Balenciaga, that includes international model ambassador and Thai celebrity PP Krit alongside Ok-pop star Juyeon of THE Boyz in Demna’s closing couture assortment. Earlier within the yr, we additionally had the pleasure of working with the charming Korean actor and CELINE ambassador Park Bogum for our April 2025 covers of Males’s Folio Singapore, Malaysia and Thailand.

How do you see the way forward for media evolving, notably with the rise of ChatGPT and different AI-related platforms?

For my part, the way forward for media has by no means regarded extra promising. With instruments like ChatGPT turning into more and more widespread, writers and content material creators are challenged to craft much more compelling tales and concepts. Right now, it’s simpler than ever to tell apart a narrative with real ardour from what the trade calls “AI slop”.

What plans are in retailer for the Males’s Folio community in 2026?

This yr, we’re returning to our roots and dealing intently with the group that constructed (and continues to construct) us. This consists of our readers, creatives and abilities from throughout the area. Group is on the coronary heart of what we do, and we’re excited to host extra occasions that deliver everybody collectively.

Lastly, what’s the one profession accomplishment on the Coronary heart Media Group that you’re proudest of?

I’m proud that in simply two years, my crew and I’ve grown Males’s Folio’s presence exponentially, taking our social media from 5 digits to 6 and persevering with to develop. Past the numbers, we’ve made the journal the go-to platform for younger folks throughout the area and seeing that affect firsthand is extremely rewarding.

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