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Providing a cost-effective "outsourced regional office" concept for manufacturers from the West in the Asia Pacific Region. Bridging the cultural, time and distance gaps, shortening the learning curve for the client.


We aim to be a world-class niche consultant firm known for its commitment to the client's interests but always remaining faithful to, and abiding by, our corporate values.







Our Mission is to contribute to International Understanding by being a value-added gateway between Western Manufacturers and the Asia Pacific region.




Benroth International was founded by Mr. Benny Lee in 1994. Benroth International specializes in assisting clients in the first step of internationalization - that of selling through agents and distributors. With initial success and at the request of the client, we offer further services in licensing, franchising, joint venture or foreign direct investment.

Spanning over 35 years of international marketing experience, 18 of which with multinational corporations, including Singapore Technologies, Benny Lee has amassed a remarkable array of cross-cultural marketing insights and networks like no other marketing professionals.

In 1994, he set up Benroth International to ply a unique business model called the “Outsourced Regional Office”, which has since successfully matched many MNCs from the West with target markets in the Asia Pacific region. These include leading international players like James Cropper Group of UK, ArcelorMittal Steel Group of Luxembourg and Detex Corporation of the USA.

In 2004 he was appointed the Trade Consultant to Wales Trade International (WTI) in Shanghai, Hong Kong and Singapore. On 1 June 2006, he was featured in the Business Times of Singapore as a successful “Pathfinder” for Hart Technologies of Singapore, under the IE Singapore’s (International Enterprise Singapore, the Singapore Government Trade Promotion Agency) new assistance scheme to help Singaporean companies internationalize.

Benny has frequently been invited to speak at international seminars in Japan, China, UK and Singapore, and often contributes business articles to the Business Times. He also sits on the panel of GlobalSources.com.

Benny is the author of Hold the Char Siew: Exporting to Asia – One Man’s Journey (2008 IE Singapore & Epigram). He graduated from the National University of Singapore with a Bachelor of Business Administration degree in 1976 and was the first Japan Airlines Scholar. He was also the NUS Business School Alumni Association President from 2009 to 2012.

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