40 Under 40 2024: Fabian Tan, Junk

Fabian Tan

Partner
JUNK Asia, part of The Secret Little Agency
Singapore

Fabian Tan transitioned into branding and strategy during a summer research internship, recognising its alignment with his analytical and writing skills. He began his career at design strategy agency Quantum, where he merged creativity and storytelling to deliver impactful business insights. There, his work ranged from conducting ethnographic research for Unilever in Indonesia to developing premium market strategies for AB InBev in China. Rising swiftly, Fabian became a manager within two-and-a-half years, led Quantum’s East Asia expansion from Shanghai, and was named the youngest Associate Partner in 2019.

In 2021, Tan joined The Secret Little Agency to lead JUNK, transforming it into a strategic consultancy. Since 2022, he has built a cultural consultancy model, assembled a talented team, and expanded JUNK’s client base across the private and public sectors. He’s also redefined the agency’s approach by prioritising quality work over just profits, and introduced innovative research products including cultural strategies for Marriott, innovation workshops for Lifebuoy, and a national placemaking playbook for EnterpriseSG. 

Under his leadership, JUNK was named in the top three of Campaign’s SEA Market Research Agency of the Year 2023 and earned a spot at SXSW Sydney.

Tan’s motivation for joining JUNK was to fill a crucial gap in the market, particularly in Asia, by embedding brands within cultural systems and aligning them with global trends for sustained growth. He champions deep connections between businesses and their audiences, helping legacy brands stay ahead.

Beyond business, Fabian is a strong advocate for LGBTQIA+ and marginalised communities. He mentors young adults, speaks at several industry events, sponsors PinkDot, and founded the Queer Library at JUNK. He prioritises mental health with forward-thinking policies, including additional paid leave, flexible remote work, and access to mental health services. Fabian also promotes equal parental benefits for all employees and supports inclusivity through cultural salons and fundraising events for various causes.

For driving cultural conversation at the intersection of business growth, Tan enters the class of Campaign’s 40 Under 40 for 2024.