SINGAPORE: Powersoft has reinforced its strategic focus on Southeast Asia with the promotion of Jinfu Chen to the newly created role of Area Sales Manager, Southeast Asia (SEA).

Based in Singapore and travelling frequently across the region, Chen will oversee Powersoft’s sales and distribution channels throughout Southeast Asia; and will report to Area Sales Manager, Asia Pacific, Arthur Soh. His remit includes supporting distribution partners to achieve revenue targets and KPIs, while strengthening brand visibility and fostering long-term growth across key verticals such as hospitality, corporate, education and entertainment.

The move comes as Southeast Asia continues to demonstrate robust economic momentum, fuelled by resilient domestic demand, a steady rebound in tourism and strong inflows of foreign direct investment. With growth projections across the region outpacing several other major global markets, Powersoft has identified SEA as a strategic priority and is allocating additional resources to accelerate its expansion.

Chen first joined Powersoft in July 2024 as business development manager, SEA, where he played a key role in developing the company’s network of distributors, dealers and system integrators across the region. Drawing on extensive experience in professional audio sector sales, along with a strong understanding of the cultural diversity and varied business practices across Southeast Asia, he will now focus on deepening collaboration with partners while aligning Powersoft’s portfolio with the evolving needs of local markets.

“Southeast Asia is a diverse and complex region, but it also presents tremendous opportunities. My focus is to work closely with our distribution partners to drive both sales and brand growth, and to develop Powersoft’s presence so that it stays front of mind in the region,” says Chen. “With the industry increasingly focused on efficiency, performance and sustainability, I believe Powersoft is extremely well positioned to support partners and customers during this exciting period of growth.”

Chen notes that consultants, system integrators and venue owners across the region are increasingly prioritising performance, advanced features and reduced carbon footprint over purely price-driven decisions, a shift that aligns closely with Powersoft’s technology-led approach and Human Audio Experience philosophy.

“As we see more countries moving towards green policies, consultants and venue owners will be required to implement solutions that help them to reach their efficiency and sustainability targets. With our DSP capabilities, auto-setup function and flexibility for control by 3rd party systems, we are in a good position to grow with consultants, system integrators and end-users who are prioritising function, features and performance,” states Chen.

Welcoming the appointment, Arthur Soh highlights the broader significance of the role for the company’s regional ambitions. “There is so much potential for growth in the SEA region, and with his strong network, industry experience and understanding of local markets, Jinfu is well positioned to help us realise our ambitions. I’m delighted to see him step into this role where he will support our valued partners to grow their businesses alongside the Powersoft brand in some of Asia Pacific’s most dynamic markets.”

With the creation of the new position, Powersoft signals its long-term commitment to Southeast Asia, reinforcing its strategy of strengthening partnerships while delivering innovative and reliable products that support customers from system design through to after-sales support across the region.