ScandAsia Singapore - February 2012

FEB 2012
Singapore
Mattias Klum:
Swedish
National Geographic
Photographer
Remarkable
Turn-Around page 26-27
ScandAsia.dk ScandAsia.fi ScandAsia.no ScandAsia.se
February 2012 • ScandAsia.Singapore 1

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Presentation by Finnair
and Information on
DABS
Date: 23 February 2012
Location: Danish Seamen’s Church
Danish Business Association of Singapore (DABS)
invites members to join the Presentation by Finnair
on 23 February 2012. Additional information on
DABS and the new membership structure will be
presented. The event will be held at the Danish
Seamen’s Church, Pender Road. More information
will announced shortly at www.dabs-singapore.com.
Nordic Open Golf
Tournament 2012
Date: 28 February 2012
Location: Singapore Island Country Club
Norwegian
VS Swedish
Sport Day
Date: 14, 21, 28 March 2012
On 10 March 2012, don’t miss the big
Norwegian -Swedish Sports Day which will be
held at Clementi Stadium. This is the full day of
fun for whole family. Hurry up and registration
to idrettsdag@gmail.com before 3 March 2012.
More information and online register please
visit www.sjomannskirken.no/singapore.
Norwegian Seamen`s Mission and Church of Sweden
in Singapore invite you to the annual fundraising golf
tournament on 28 February 2012. During an exclusive
dinner, the premium prizes will be given to best female/
male golfer, closest to pin, longest drive and hole-in-one.
In case of questions, please contact Mr. Martin Jansvik at
mja@sjomannskirken.no or call +65 981 60 116.
Norwegian
Seafood Dinner 2012
Date: 16 March 2012, 7:30 PM
Location: Raffles City Convention Centre
The biggest annual Norwegian Seafood Dinner
2012 will take place at Raffles Ballroom, Raffles
City Convention Centre on 16 March 2012.
Only member of Norwegian Business Association
in Singapore will be invited. Interested to be
member, please contact admin@nbas.org.sg. More
information, please visit www.nbas.org.sg.

ScandAsia News Brief
Finnish Business Council Visit to Neste Oil
1
2
Around 50 members of the Finnish Business Council
(FBC) of Singapore participated in the visit to Neste
Oil in Singapore on 19 January 2012.
The trip, arranged by recently joined FBC coordinator,
Anita Kostermaa, was organised in an effort to introduce
each member of the council to the businesses of other members
so everyone is aware is to who does what.
Neste Oil Managing Director Petri Jokinen welcomed the
FBC group as they arrived into the company and began an
introductory presentation on the mission, vision and implementation
of Neste Oil especially in the area of renewable
diesel.
He spoke about how Neste Oil processes vegetable oil
and animal fats to generate renewable energy for not just
vehicles using diesel oil but even cars and aviation vehicles.
He explained that cars running on electricity or hydro-energy
were consumed by a very small portion of the community
because the energy did not apply for other vehicles.
He pointed out that the product generated by Neste Oil
stands out because the process of producing it is different
compared to any other biodiesel manufacturers.
After his presentation, the other members were invited
to pose questions to him, if they had any, and then follow him
to get a view on the diesel production plant.
Ending the visit on a cheery note, Petri Jokinen, Anita
Kostermaa and the organising representative from Neste Oil
were each presented with an appreciation gift in the lobby
area. Later, some members stayed back while waiting for
their taxis to arrive and took the opportunity to talk to Petri
a little more.
1. Neste Oil Plant
2. extreme left - Anita Kostermaa,
extreme right - Petri Jokinen
3. One of the FBC members together
with Anita Kostermaa
4. Members of FBC during
Petri Jokinen’s presentation.
3 4
6 ScandAsia.Singapore • February 2012

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ScandAsia News Brief
SWA
Walk n’ Talk
The Scandinavian Women’s Association (SWA) held its first
weekly Walk n’ Talk on 11 January 2012 in the Singapore
Botanic Gardens.
The weather was beautiful as the 19 ladies who participated in
this weekly energizing activity not only enjoyed the refreshing walk
but also got to work out with some exercise routines under the
skilled guidance of Lisa Thrane.
The ladies had a treat at the end of the walk when they visited
the Elephant Parade. There they got to admire the beautifully
decorated elephants on display before they were to be auctioned
off later in the week.
8 ScandAsia.Singapore • February 2012

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Nokia Asia-Pacific
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Move to Beijing
Finland’s Nokia Corporation is moving its Asia-Pacific headquarters
from Singapore to Beijing as part of plans to raise business
efficiencies and meet savings targets.
Nokia is currently implementing the move. The plan is to realign
the business and cut costs but it is not clear how many employees
would be affected by the move, what types of positions are being
shifted, or if any jobs would be cut.
A spokesperson of the office has told Dow Jones that, meanwhile,
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February 2012 • ScandAsia.Singapore 9

Style:Nordic is growing and at the same time
focusing on its core business which is to be the
primary gateway to Scandinavian design in South
East Asia. By promoting inspiring solutions via an
appealing portfolio of Scandinavian design brands
for the home, the office and the individual.
The Norwegian
Animation Night
The Norwegian Animation Night was organised
by the National University of Singapore together
with the Norwegian Embassy, Singapore.
Through each short film, those watching were
able to understand
more about
the Norwegian
lifestyle and
culture.
By Kristene Silva Marie
The company is moving its showroom a mere
200m down the road from its current location in
Delfi. to Palais Renaissance on Orchard Road.
From 2012, Style:Nordic will increasingly be
investing in the Project Business focusing on
corporate interior furniture and equipment mainly
via interior designers. This means both its Retail
and Projects teams will be housed together under
the same roof in the cosy and optimized new
space.
This spells exciting times indeed for retail as well
as corporate customers!
Style:Nordic’s first day of operation at Palais
Renaissance will be mid-March. The office will
remain open, so if you have any questions,
don’t hesitate to call #6423 1373
www.stylenordic.com
At the Norwegian Animation
Night entitled
“Norwegian Tales of
Adventure”, six award
winning Norwegian
animated films were screened at
the National University of Singapore
(NUS) on 18 January 2012.
The selection places the traditional
tales typically told in Norwegian
homes into a modern context.
Those interested were welcomed
at the entrance of the UCC Theatre at
the University Cultural Centre building
with a programme sheet and a ticket,
which was free of charge.
At 8 pm the audiences of
around 50 people were invited into
the theatre to take their seats and
prepare for the start of the show.
As soon as the announcement
of the start of the show boomed
through the speakers, there was
pin-drop silence in the theatre as all
eyes focused on the screened and
were glued to it in anticipation.
The six films screened were
The King Who Wanted More Than
a Crown, Fishing with Sam, Guri
Gursjen and Gursjan Gru, Sáiva, Deconstruction
Workers and My Grandmother
Ironed the King’s Shirts.
Each film ignited sensations and
brought a different dish to the table
with interesting storylines stirring
various emotions from the audience.
Throughout the screening,
the audience laughed, sighed and
clapped while watching.
All the films presented a range
of animation techniques, from stop
motion animation, claymation to
traditional animation.
The screening of these short
animated films is part of the NUS
Centre for the Arts (CFA) programme.
The CFA manages the major
arts production and facilities on
the campus.
The event was organised by the
National University of Singapore
in partnership with the Norwegian
Embassy of Singapore. Sponsoring
the event was ExxonMobil Asia Pacific
Pte Ltd through its ExxonMobil
Campus Concerts programme.
10 ScandAsia.Singapore • February 2012

ScandAsia News Brief
SAS and Singapore Airlines
to Start Joint Direct
Flights to Stockholm
Scandinavian Airlines and Singapore Airlines
have signed a Memorandum of Understanding
with the aim of entering into
a joint venture agreement to introduce a jointly
operated non-stop route between Stockholm and
Singapore, as well as increased frequencies on the
Copenhagen-Singapore route. The joint venture
agreement is subject to regulatory approval.
The Memorandum of Understanding involves
the co-ordination of flight schedules and joint sales
activities.
Singapore Airlines currently operates three
weekly flights between Copenhagen and Singapore.
The partnership is expected to lead to
growth in air services between Scandinavia and
Singapore, and, depending on market conditions,
pave the way for a new route between Stockholm
and Singapore, served with Singapore Airlines aircraft.
No airline currently operates non-stop flights
between the two cities.
“Due to the increased demand for travel to
South East Asia, we are very pleased to be able to
partner with Singapore Airlines to launch a new direct
route between Stockholm and Singapore. We
will also be able to offer both our corporate and leisure
customers a wide number of beyond destinations
across South East Asia thanks to our partnership
with Singapore Airlines,” says Robin Kamark,
Chief Commercial Officer, Scandinavian Airlines
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February 2012 • ScandAsia.Singapore 11

Swedish National Geographic Photographer Mattias Klum:
“I never felt I’ve suc
By Andrea Chalupova Hessmo
False-Clown Anemonefish
(Amphiprion ocellaris) have a
symbiotic relationship with sea
anemones: the anemonefish
are immune to the sting of the
anemone, which provides a
place for them to hide when
threatened by predators. In
“return”, they groom their
anemone host, cleaning it
from parasites and debris. The
bravest of them even defend
their hosts against the few
animals that would like to eat
the anemone itself.
(Photo by Mattias Klum)
He lives for the intense
moments in
life, when he is eye to
eye with a cobra or a
tiger in the jungle, or
when he’s in front of an audience
who are moved by his images.
Meet renowned Swedish photographer
Mattias Klum, who was
in Singapore recently for the Asian
premiere of his film Coral Eden, one
of his many projects in Asia. The film
depicts life on the island Raja Ampat
in Indonesia, which has one of
the best-protected coral reefs in the
world. It was broadcast at the annual
environmental Green Festival,
organized by the couple behind the
Indochine restaurant and bar brand,
Michael Ma and Camilla Hall.
Klum was the first Swede to
have a cover on the prestigious National
Geographic magazine back
in 1997 and since then, he has had
eight cover stories in the reputable
magazine as well as features in international
publications such as The
New York Times, Wildlife Conservation,
Geo and Stern. He has also
carved out a career as a cinematographer
and has thrown himself
into environmental causes that have
seen him work closely with Prince
Carl Philip of Sweden.
Klum wants to move people’s
emotions and wake them up to realise
the impact of the global environmental
destruction in the world.
“He’s a great guy and a great
communicator,” says Michael Ma,
CEO of Indochine. “He spends
hours, days and months in the jungle
to capture these moments. What
most people don’t even observe, he
brings to society in his pictures.”
Environmental challenges
in Asia
Do you think Singaporeans are aware of
the environmental problems in the region?
“Singapore is close to Asia’s hot
spots but somehow isolated from
nature. When I say that 30% of the
world’s coral reefs are dying, people
here say ‘Is it that much?’ And that’s
a careful estimate.”
Klum thinks it’s important to
reach people through emotions
without being too negative and to
have a balance in the story-telling.
“You need a dynamic and show
both the highs and the lows, otherwise
people will put up defences,” he says.
He also believes in creating systems
of rewards to get people involved.
“Generally, I think that people
need some sort of feedback system
where you think ‘what’s in it for
me’. There are people with a more
holistic view who think of their children
and grand-children, but many
people also somehow want to benefit
from a green lifestyle. If you help
them to make sustainable decisions,
you will win them over to your side.
If you take the car, you’ll get fat but
if you cycle or walk, you’ll get both
stronger, slimmer and you’ll save
money. We must make people see
these reasons.”
In your speech yesterday, you said, that
we can all do something. In the West,
there is an emerging consciousness
about the gravity of these problems.
But what happens when countries like
China and India accelerate its growth.
You have worked there. Do you think
that issues such as sustainability will
be high up on their agenda?
“In China, there are many things that
are extremely worrying but there
are also things that are encouraging.
For example, there are whole cities
there where not one conventional
light bulb is used - they use environmentally
friendly LED lighting. China
is also leading world wide in the
amount of wind power-stations.”
“The only ‘advantage’ with dictatorships
is that implementation is
a lot faster. In China they say ‘we
need new railroads because it will
save this much money and will be
good for the environment’ and then
they just do it. It’s not good in other
ways, of course, but China doesn’t
constantly want to appear as the
bad guy. China wants to be the new
super power that people look up to
and they will force solutions. India is
more complicated.”
Ambassadorship for The
International Union for
Conservation of Nature
(IUCN) and work with
Prince Carl Philip of
Sweden
Recently, Mattias Klum was chosen
as ambassador for IUCN, the world’s
oldest environmental organisation.
“Mattias is very talented and that’s
what we need,” says Julia Marton-
Lefèvre, Director General of IUCN.
“These ambassadors, of whom Mattias
is one, will help us reach out in
12 ScandAsia.Singapore • February 2012

ceeded”
an emotional way, not only through
his photos but also through his speaking.
It’s a win-win for both of us. And
mostly, it’s a win-win for the world.”
Tell us something about your forthcoming
work with IUCN.
“My goal is to make visible what
they do through my lectures. They
have a place in the United Nations
Security Council and have an enormous
potential to reach out to a
wider audience. But they’re communicating
only with numbers and
scientific research. Today you also
need the personal and emotional
touch because we are so over-loaded
with information.”
Prince Carl Philip of Sweden is patron
of IUCN and you work with him in
similar projects.
“Yes. He will participate in various
projects as a speaker and lend his
name. But what he really enjoys most
is to work in the terrain, support us
and hopefully make a difference.”
You have known him for some time.
“Yes, I’m his mentor and we have
worked together in quite a lot of
projects in many countries.”
What is Prince Carl Philip like as a person?
“Stubborn, hard working and very
loyal. On top of that, he has an aesthetic
competence. He works with
design, he is a good photographer
and he is becoming a good filmmaker.
He is very involved in all green
issues and we have shared many
powerful and moving experiences.”
Self-criticism and
inspirations
You have said that the easiest thing
about photography are the technical
aspects.
“Technology makes things possible.
It should be in your spine, an automatic
part of yourself. Then comes
the hard work of timing, space lighting,
composition and telling a story.”
You live for those moments.
“Yes. When I’m working, I quickly
get into a state of flow where I
lose myself. That could be with a
snake or with a person. Nothing
else exists and I love that intensity.
It’s a privilege to disappear in
that. It doesn’t mean that I’m totally
gone into some sort of artistic
trance, but I’m very focused when
I’m working.”
Has the camera become an extension
of yourself?
“I probably see everything through a
lens but I’ve learnt to switch off. There
has been a time where I felt unwell
when I didn’t have a camera with me.”
How did you let go of that?
“I worked on myself to find some
sort of level where I could ask myself
‘how unwell must I feel just because
I’m not working’ (laughs). And it did
get better because I realised well,
Mattias, the person, does exist too.”
At the same time, that obsession
helped you reach your goals.
“Yes, it has driven me to succeed. It
has also been partly self-destructive
and partly very good. You need to
find a balance so you don’t burn up
in all that fire and passion. You need
to use the passion to move higher up
but also be able to let go and move
on. These are stages of developments
in life, a kind of roller coaster
ride. I still see everything in images.”
Everything?
“Yes, if I see something beautiful, I
see a composition. But what’s most
important is that I’ve learnt to enjoy
If I see something
beautiful, I see
a composition.
But what’s most
important is that
I’ve learnt to enjoy
something beautiful
without taking any
pictures because
that can really make
you crazy. You
break down and
nothing improves by
breaking down, the
world won’t become
a better place and
that’s the goal with
my work.
February 2012 • ScandAsia.Singapore 13

The coral reefs found in the Raja
Ampat Islands, which form part of
the Coral Triangle, are considered
to be among the most biologically
diverse in the world. Nearly 1500
species of fish and an estimated
75 percent of known coral species
on Earth thrive in these waters.
Pictured here are a fish species
called Fairy Basslets (Anthias sp.).
The coral in the foreground is known
as Sun Coral (Tubastrea sp.), a reef
building coral without symbiotic
algae, which is quite rare. They are
abundant wherever currents bring
plankton for them to feed on.
(Photo by Mattias Klum)
something beautiful without taking
any pictures because that can really
make you crazy. You break down
and nothing improves by breaking
down, the world won’t become a
better place and that’s the goal with
my work.” (laughs)
What kind of art and artists inspire you?
“I love poetry.”
Poetry is close to the image.
“Yes, and an image is a concentrated
version of reality. It’s like a haiku,
a small essence, while a film or many
images is a flow. I think I’m too impatient
to enjoy anything longer
than poetry. It suits me very well. I
love our Swedish poets, we have a
real national treasure in Dan Andersson
who writes about Dalarna in
central Sweden where my parents
come from and where I spent my
childhood. I also like the Irish poet
Seamus Heaney.”
What music do you listen to?
“It depends on my mood as it does
with food, wine and what I read. This
morning I listened to saxophone
player David Sanborn and yesterday
it was Bach. I use things to trigger me
to reach where I want to go.”
You are extremely successful in what
you do.
“Yes I’ve been lucky to be able to
do what I want.”
How have you worked on goal-setting?
“I have been very close to burnout.
It’s only these past last five years
that I’m beginning to feel that I can
be content and that I can enjoy my
results. A photo I wasn’t happy with
could end up as a cover for National
Geographic and I’d always feel that
the next cover story should be
much better. I’ve never felt I’ve succeeded.
Absolutely not.”
A self-taught photographer
You are completely self-taught.
“Yes, photography is learning by
doing. The rest is just stubbornness
and shared passion with my wife.”
You’re working with your wife.
“Yes we’ve worked together over
many years and she has been extremely
important. She has been a
coach, especially in taming that feeling
of never being happy with my
work, the fact that I’ve been so extremely
self-critical. And I think that
has saved me in many ways. Monika
is wiser.”
Is Monika in charge of the business
aspect of your work or both of you?
“Both of us. She’s better at it but
we’re both quite bad at business
and marketing. I have never learnt
marketing nor business nor attended
university.”
Still you have reached great success.
“Yes, but I think it’s because of that
strong will and passion to communicate
what we love. This thing about being
a brand or a product, we’ve never
seen ourselves as that. All the success
we’ve had has been a consequence of
the fact that we love what we do and
that we want to tell stories.”
You’re not only a photographer but
also a speaker.
“Yes, I love to move an audience by
speaking and it’s a way to get feedback
on what I do. Photography is a
quite feedback-less job otherwise.”
Formal education was never your thing?
“No, it wasn’t. I’m the youngest
of four and come from a family of
academics. My father is professor in
French and everyone has got higher
education. I was the black sheep.
They were very worried.”
But you educated yourself on your own.
“Yes, I never stopped reading. I had
a strong interest to educate myself
within what I felt I needed. I started
my own company and worked like
a slave and was incredibly motivated
and extremely curious. At last, I was
rewarded for my efforts with work,
exposure and good words on the
way. But my parents saw this as a
very insecure way, a difficult choice.”
You had to succeed.
“Yes, there was no lifeline and I
think that was good for me. I meet
so many people on workshops and
I also receive emails every day in
which people ask, ‘What should I
do to get where you are’”.
How do you go from being a good
amateur photographer to being
a professional?
“There are so many professional photographers
who are less good than
amateur photographers, it depends
what you want in life. There are people
who are amazing musicians but who
still do it as a hobby. But if you want
to do it professionally, you have to be
very passionate about it, so passionate
that your hobby is so important
for you that you can take the financial
stress that comes with it. Because that
is going to test your passion.”
You have to be prepared to choose
and to sacrifice things.
“Yes and of course, in between that,
there are so many layers. There are
people who do it for a living but also
have some steady gigs such as weddings.
I’m not putting a value on that.
I’m just saying that the demands on
them are lower than if you want
to be a conceptual photographer
for National Geographic. It doesn’t
mean that you shouldn’t be happy
with one or the other. It just means
that the demands are quite different.
If I work with National Geographic
and deliver a half-good result, that’s
it. I can’t work with them anymore.
That would be game over.”
You have two young sons. Do they like
photography too?
“Yes, they enjoy taking pictures.
But sometimes when I’m away,
they say ‘I don’t think I’m going to
do this. I will be at home with my
family more when I grow up’. They
are very wise. They travel with us
on our trips and it’s working well.
They’re used to different cultures
and love nature.”
What future goals remain?
“To continue doing this and do it in
a way that fills an important role in a
larger perspective. I really believe in
cross-disciplinary projects and cross
fertilization where I’m one of the
tools, and where the films and photos
are a part of something bigger,
hopefully, something important.”
Are you more interested in nature and
animals than people?
“No, I’m interested in describing the
relationship between humans and
nature and in making us understand
that nature can survive us but we
won’t survive nature.”
14 ScandAsia.Singapore • February 2012

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Vedbæk/Rungsted/Hørsholm området
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selvstændige erhvervsdrivende. Min
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jeg selv driver en analysevirksomhed
sammen med min partner i København
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og en på 5 år.
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Authentic Moroccan
Food & Ambiance
Pasha Restaurant,
Bar and Lounge
celebrated their
opening recently on 6
November 2011. The
restaurant is designed
and decorated in a
Middle Eastern and
Moroccan theme and
serves a large variety
of Moroccan cuisines
while its lounges are
ideal for both smaller
and larger groups.
By Kristene Silva Marie
The recently launched
Pasha Restaurant, Bar
and Lounge is Singapore’s
first Moroccan
bar, lounge and restaurant.
With its convenient location on
Aliwal Street just off North Bridge
Road and Jalan Sultan, it is also bound
to become a popular lifestyle venue.
“Patrons will love the authentic
and enchanting decor and atmosphere
where they can enjoy an evening
of relaxation and hang out with
friends while sipping on cocktail or a
glass of wine and indulge their palates
in authentic Moroccan cuisine,” said
Pasha Founder and Director Lamine
Guendil.
Lamine Guendil was born in
North Africa but was raised in Paris.
He has had over 20 years of experience
with the secrets of business
networking in Singapore.
The restaurant building’s unique
design and shining white exterior
makes it distinct and impossible to
miss although it at the same time
blends perfectly into the charming surroundings.
Located in the city’s historic
conservation district, the restaurant
can comfortably accommodate up to
200 guests, including the indoor and
outdoor bar, and lounge.
As guests step into Pasha, they
are sure to notice the resemblance
it has to Morocco. The artifacts and
furniture used have been specially
imported from Morocco for the sole
purpose of preserving its authenticity.
Guests are able to experience
equally authentic fine dining in an
earthy yet sophisticated ambience
through Pasha’s warm lightings and
exotic furnishing. Being subjected to
Berber, Moorish, Mediterranean and
Arab influences, Moroccan cuisine is
extremely diverse. To add flavor to
the various dishes, indigenous spices
and herbs are used.
Some of the most common
ingredients they use include lemon
pickle, cold-pressed, unrefined olive
oil and dried fruits. These will be
used with meat such as mutton, beef,
chicken and seafood. Spices are used
extensively in Moroccan food.
Seeing that spices are used extensively
in Moroccan food, Pasha
preserves this specialty by including
cinnamon, cumin, turmeric, ginger,
pepper, paprika, anise seed, sesame
seeds, coriander, and saffron in to
further enrich the taste and flavouring
of their dishes.
Common herbs include mint and
parsley. The most famous Moroccan
dishes are Couscous (rice), Tajine,
and Harira (soup). The most popular
drink is green tea with mint.
Special home-made cocktails,
champagne, wine and spirits are available
all night to complete a wonderful
night out.
The private lounge allows privileged
guests to enjoy greater exclusivity
and attention at this invitationonly
club. Inside this luxurious lounge,
guests can truly kick back, relax and
leave the hustle and bustle of the city
life aside.
The key principle of Lamine for
Pasha is to offer warm and professional
welcome to each guest, accommodating
the best services to
make the experience comfortable
and memorable.
Set to be the one stop destination
for professionals, tourists,
celebrities, socialites and anyone
who enjoys the finest things in life,
Lamine aims to take fine dining and
entertainment to another level.
16 ScandAsia.Singapore • February 2012

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It follows the Norwegian curriculum and guidelines set by
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For more information and net based application visit
our website: www.globalskolen.no

Singapore
offers the best
combination
of professional
opportunities
and lifestyle,
and is a
fantastic place.
Singapore Is My Choice
Finnish expat
Susanna Hasenoehrl
enjoys combination
of career
opportunities and
easy family life in
Singapore.
By Andrea Chalupova Hessmo
For long-term Finnish expat
Susanna Hasenoehrl, 34,
and her family, Singapore
is the best place to be. After
weighing up where to
live, including considering countries
such as Canada and Australia, the
Hasenoehrl family chose Singapore
as their home.
Susanna Hasenoehrl heads the
business development and expansion
of the Finnish mobile media company
Blyk in Asia Pacific. Her Austrian
husband Herfried, with whom she
has a two-year-old daughter, works
in the automotive industry.
Tell us a bit more about Blyk, the
company you work for.
Susanna: “Blyk is a mobile media
company that works with operators
to strengthen and monetize their
relationships with subscribers. The
two co-founders Pekka Ala-Pietilä
and Antti Öhrling are Finns, of whom
Pekka Ala-Pietilä is an ex Nokia Corporation
president.”
“Blyk serves personally relevant
and targeted content and advertising
to our operator partners’ mobile
subscribers on permission basis.
We do that with Aircel in India and
Everything Everywhere in the UK.”
“Blyk has 4 million opt-in subscribers
globally. Our service is not
an app so this is why we can deliver
our services to any mobile phone
user. In total, the company has 50
employees globally.”
What is your role with Blyk?
Susanna: “I’m a one-woman show
here in Asia Pacific. Singapore is a
small market but the neighbouring
countries have very sizeable and
dynamic opportunities.”
“I travel three days a week. We
have a team in India and I’m focusing
mainly on Indonesia and Philippines
now. I think that the future of digital
media space here in South-East Asia
is very exciting and promising.”
No stranger to the expat life,
Hasenoehrl has already lived outside
of Finland for the past 15 years. After
attending school in Finland and gaining
an International Baccalaureate, her
international odyssey started with international
business studies in Innsbruck,
Austria. A love of skiing was also the
reason for her move to the Alps where
she ended up living for four years and
where she met her Austrian husband.
Susanna moved to Asia for her
first job, a sales role at the German
company Siemens in Thailand in
2001. In 2003 Susanna relocated for
Singapore for a year and then moved
back to Munich with her husband.
Now back in Singapore, they have
come full circle.
What prompted your move back to
Singapore?
Susanna: “Singapore offers the best
combination of professional opportunities
and lifestyle, and is a fantastic place.”
“We came here a year and a half
ago after having travelled the world
looking for the best place to live and
work. Eventually we decided on Singapore
because it is such an easy place to
live and everything works smoothly.”
“I like the modern side of the city
and the reinvention. Of course, it can
be at the expense of the historical
heritage, which is sometimes lost, but
still I think Singapore is doing a great
job in constantly developing itself.”
You also love Singapore because of
the availability of domestic help.
Susanna: “Yes, we have a two-yearold
daughter who was eight months
when we came here. Having a
domestic helper is really great as we
are not burdened with housework!”
What would you say are the main joys
and challenges of working in Asia?
Susanna: “The joy is the cultural diversity
and richness, which can also
be a challenge at the same time. In
many countries in this region, business
is very much driven by personal
relationships and you really have to
take the time to build them with the
stakeholders.”
Do you miss anything from Finland?
Susanna: “Of course, I miss the variety
of natural landscapes, although
Singapore is very green. Sometimes it
can feel crowded, though, and I guess
the Finnish soul requires more peace
and quiet surroundings.”
“But we love the temperature
here and at the same time find it
quite refreshing to go back to Europe
for the cooler climate on private and
business trips. It’s always great to
come back here too.”
18 ScandAsia.Singapore • February 2012

Eva Marie Jansvik :
A Year On
One year after taking up her assignment
as the priest of the Norwegian Seamen’s
Church in Singapore, Eva Marie Jansvik
is still as excited about her work as when
she first came.
By Kristene Silva Marie
Eva Marie Jansvik, also
known as reverend Jansvik,
joined the team at
the Norwegian Seamen’s
Church in Singapore in
February 2011 and was the first female
priest to the church.
It was the first time for her
husband, daughter and herself to
come to Singapore, and she was at
the time five months pregnant. Her
baby boy was delivered in May 2011
in Singapore.
Adapting to Singapore
Eva Marie said that it is easy to settle
in Singapore where everything is just
so nice. One of the reasons for this
is because she finds it less difficult to
always make sure her daughter and
eight-month-old son are dressed up
properly.
“It used to be such a bother to
tell my daughter to dress up well
when going out in Norway because
it is so cold there and everyone has
to put on layers and layers of clothing
to not fall ill,” she said.
“But after moving here, I don’t
even have to tell my daughter what
to wear. She can literally put on anything
she likes and go out because
the weather is convenient,” she said
with a smile.
Eva and family seemed to have
even adapted to the hot climate of
Singapore and love it. She said that
although it may get a little hot at
times, they do not miss the Norwegian
winter time, yet.
Being hot and humid however
did impact their Christmas spirits a
little as they were so used to celebrating
Christmas when it’s cold
and dark outside, where there were
candles and a burning fireplace.
“It was an experience for all
of us but we still got to celebrate
Christmas the Singaporean way
with the snow foam and all. Our
daughter just loved it,” she said.
Eva’s daughter is four years old
now and according to her, has settled
very well not just in the neighbourhood
but also in school.
“She has learned to speak English
and even a little bit of Mandarin,”
she said.
Church Work
Eva exclaimed that she loves her job
and has great fun organising activities
with her team. She said delightfully
“I have the best colleagues, and that
makes me love my job even more.”
She explained that at the
church, there is an activity every
day of the week except for Fridays.
Activities such as playgroups, choir
practice, lunches and other exciting
activities are conducted on different
days or times but help the community
come together.
Since the members of the
Norwegian community are always
changing, there are constantly people
who come and leave the church.
“It is a great experience to be
able to meet so many wonderful
people, and I really appreciate them
being so helpful with the various
committees. That makes my work
much more fun,” she said.
There are some renovations going
on currently in the church which
Eva said is part of maintaining the
church. She said that although there
is a lot to upgrade or change, they
have to take it slow due to lacking
finances. They are focusing on the
rooms that are used the most.
Coming in 2012
Following the tight schedule she has
with daily activities at the church,
Eva still has had the opportunity to
visit places around the city with her
family such as Chinatown and Little
India.
“I have not been to Universal
Studios yet though my husband has
been there with my daughter. I also
have not been to any museums in
Singapore,” she said.
For the year 2012, Eva, together
with her team has decided to start
the Ta Sjansen, which is translated
as Take a Chance. The church is
working on building a ramp from
the pool house to the pool to carry
out this Oslo family day tradition
that goes back to the 1980s.
“Everyone would bring a vehicle,
any kind, and place it at the top
of the slide letting it slide down the
ramp and into the water. The most
creative one wins,” she said.
It is a great
experience to be
able to meet so
many wonderful
people, and
I really
appreciate them
being so helpful
with the various
committees.
That makes
my work much
more fun

Protecting Your Lo
Association for
Nordic Expats
(ANE): protecting
Scandinavians from
insurance woes.
By Andrea Chalupova Hessmo
Amid the excitement
of an overseas posting,
a more pragmatic
aspect of life abroad
is often overlooked:
insurance coverage of the main income
earner. If the working spouse
has an accident leading to disability
or even death, the dependant family
may suddenly find themselves in
deep trouble.
In the case of death, not only
does the family have to face the
chock and loss of their loved one.
Sometimes, simple transactions
such as withdrawing enough money
to pay for living costs and the children’s
schooling can be a complicated
and costly affair for the surviving
spouse.
Medical Insurance not
enough
Most Nordic Expats have sufficient
health cover, but such insurance will
soon reach its limits in cases of longterm
illness or disability. Many are
also unaware of the fact that if they
get disabled when working abroad,
while not longer being registered
in the home country, they have no
right to disability pension in their
home country - ever. Neither will
a spouse.
While an expat employee in
some cases has disability insurance
through the company, no insurance
provider offered these covers for
spouses previously.
In order to improve conditions
such as these for Nordic expats,
Norwegian Dag Rømmen founded
Association for Nordic Expats
(ANE) in 2010, focusing on Nordic
expats and their needs abroad. The
organisation has two Singaporeanbased
Nordic employees who assist
members worldwide.
Tragic stories
Agneta Ekstrand from Sweden and
Irene Solberg Rømmen from Norway
at ANE are both long-term expats
and saw the need for a tailormade
insurance for Nordic families
as they have witnessed some tragic
stories over the years.
“There was a Scandinavian
40-year-old man, married to a local
Asian woman who suddenly died in
an accident, “ says Solberg Rømmen.
Irene Solberg Rømmen and Agneta Ekstrand in ANE’s office at Harbour Front.
20 ScandAsia.Singapore • February 2012

ved Ones
“The children had Nordic citizenship
but the wife had no life insurance.
As a consequence of this,
the children could neither continue
their international schooling nor
move to the father’s home country
as the wife simply didn’t have
the means for it. They had to move
back to their local village. I don’t
think that was the future the Scandinavian
man had intended for his
wife and children,” she says.
Ekstrand meanwhile points out:
“There is another story of a husband
who died in an accident. All
his accounts were blocked and the
spouse did not even have enough
money to move back to the home
country.”
It is not only issues of the health
of the main breadwinner that the
family needs to be aware of.
“There are also legal issues regarding
divorces abroad and what
laws should apply,” says Ekstrand.
We recommend spouses to always
have their own accounts which
would cover everything in such circumstances,”
she says.
Ekstrand and Solberg Rømmen
say that people tend to think they
are completely covered when they
sign up for a medical insurance, but
medical insurance will in most cases
not cover invalidity and deaths.
“For example, if you are severely
disabled in an accident and forced
to move back to your home country
after not being registered in the
social system, you are not eligible
for disability allowance. This may
lead to severe difficulties to arrange
basic things such as a bank loan to
buy a suitable apartment, as you
have no regular income,” says.
The supporting role of ANE
In the event of an accident abroad,
the insurance offered to ANE members
ensures a disability allowance
of up to 80% of the client’s previous
income. The Belgium-based
insurance company Vanbreda International
developed the insurance
Nordic ExpatPlus in cooperation
with ANE.
One of the roles of ANE is to
make these insurance-packages
available to its members and negotiate
the best conditions for Nordic
expats worldwide. Nordic Expat
Plus is the first insurance to offer
Spouse Disability Insurance. The insurance
will be based on their previous
or existing income. A spouse
who has never worked can sign up
for a one-time payout in case of disability.
Membership in ANE costs 100
USD per year for individuals, 200
USD for families and 1,000 USD
for companies and includes personal
service such as being able to
call a Nordic national who speaks
Norwegian (Solberg Rømmen) and
Swedish (Ekstrand) to discuss personal
needs and other concerns
regarding social security policies in
their home countries.
“For the Scandinavian families,
it’s great to actually be able
to call and chat with somebody
who speaks their language,” says
Ekstrand.
“This service is available for all
Nordic expats worldwide whether
they live in Abu Dhabi, Brazil or
Asia.”
There are also
legal issues
regarding
divorces
abroad and
what laws
should apply,
says Ekstrand.
We recommend
spouses to
always have
their own
accounts which
would cover
everything
in such
circumstances.
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February 2012 • ScandAsia.Singapore 21

Don’t Asian
Women
Suffer During
Menopause?
Most women in the western world believe Asian women suffer less
from the effects of menopause, says Danish author Hanne Jensen.
Dr Michael J. Moreton, Bangkok Hospital Hua Hin, tends to agree.
Having practised as a gynaecologist both in Beijing and Bangkok he
believes Asian women have a different attitude to the issue.
By Kirsty Turner
Like sex, menopause is a
taboo subject in the Nordic
countries. Not many
people feel comfortable
talking about it.
When Hanne Jensen, Danish
television journalist and writer,
discovered that she suffered from
menopause at the age of 39, she
found getting information on the
subject very difficult.
Few of her peers had experienced
the effects of the menopause
at that time, and she felt depressed
and went through a long period of
depression.
“In my job I am used to performing
a lot of different tasks at the
same time and making quick decisions.
I remember how I suddenly
felt unable to do this, it was very
confusing and distressing.”
Hanne Rolsted Jensen
Hanne Rolsted Jensen, 51 years
Journalist, author and lecturer
Hormone Replacement
Hanne finally went to see a doctor,
who confirmed that she was going
through the menopause. Because
she was thin and a smoker, Hanne’s
doctor prescribed Hormone Replacement
Therapy, which she went
through for seven years.
However, Hanne was concerned
about the risks of taking the
hormones and finally decided that
it was time to find a new approach
to deal with the emotional and
physical effects of the menopause.
Hanne’s quest to find information
on menopause has not been easy.
“Nobody prepares women for
the menopause in the same way that
they do for their period. They simply
pretend it doesn’t happen,” she said.
“People associate getting the
menopause with being old and useless
Has worked in television since
1989. This spring she will work
as the editor of the program
“Denmark coast to coast” on DR1 to
be aired this summer on Denmark’s
DR1 channel.
Has written the book “Studieværterne”
(The Television Hosts) together with reporter
Irene Manteufel - about Jes Dorph Petersen,
Michael Meyerheim, Soren Smoking,
and try to turn their back on it so that
they can pretend they are still young.”
Hanne’s research into the menopause
has led her to write a book,
which is divided into two sections.
One section focuses on the physical
effects of the menopause, while the
other focuses on the psychological
effects. The book has generated a lot
of interest in Denmark, and Hanne
also leads several special seminars
and discussion groups.
No problem in Asia?
One comment that Hanne often
hears from women in Denmark is
that Asian women seem to suffer
less from the effects of menopause
than women in the Western world.
This sparked her interest and inspired
her to travel to Thailand to discover
if there is any truth behind this belief
Mik Schack and Cicely Frøkjær and their
path to the host role and views on this role.
Has also written the book “Hedeturen
- rejsen til et andet sted” (Hot Flashes
- journey to another place) about menopause.
This book is currently being revised
for publication in a 3 rd edition.
The book is published by Forlaget
Radius, and is available as a book, audiobook
and ebook.
and, if so, the possible reasons for this.
Hanne met Dr. Michael J. Moreton
at Bangkok Hospital in Hua Hin
to discuss this with him.
Dr. Moreton originally hails
from Canada and spent several
years living in the northern English
city of Liverpool. Now in his 70s,
Dr. Moreton has had a long and successful
career as a gynaecologist and
obstetrician. He developed a special
interest in menopause in the 1980s,
when there were big changes occurring
in the way that the condition
was thought about and treated.
After completing his studies in
England and Canada, Dr. Moreton
spent five years working in a Beijing
hospital, where he was perfectly positioned
to observe the differences
both in Eastern and Western medical
care and the attitudes of the patients
that he treated.
Dr. Moreton now lives in Thailand,
dividing his time between the
large medical facility in Bangkok and
its sister hospital in Hua Hin. Around
50% of the patients he currently
treats are from Scandinavia and either
live in Thailand permanently or
have come here on holiday.
Or they complain less?
When asked whether women in
Asia suffer less from the effects of
the menopause than those in Europe,
Dr. Moreton replies:
“It’s hard to say from sure. This
is mainly because Asian women
22 ScandAsia.Singapore • February 2012

Menopause is an
unavoidable change
that every woman
will experience,
assuming she
reaches middle
age and beyond.
Menopause has
a wide starting
range, but can
usually be expected
in the age range of
42–58 and signals
the end of the fertile
phase of a woman’s
life. It is helpful if
women are able to
learn what to expect
and what options
are available to
assist the transition.
tend to complain less about medical
conditions in general. There tends
to be a lot more acceptance in Asia
regarding medical conditions.”
“Older people also get a lot
more respect in Asia than they do
in Europe,” he continues.
“This means that conditions
such as the menopause, which are a
sign of aging among women, are less
likely to feel like a burden to them.”
Diet may also play a role in lessening
the symptoms of the menopause
in Asian countries. One thing that Dr .
Moreton has observed regarding diet
is that Asian people tend to eat a lot
of tofu, which, he says, could maybe
help to minimize the negative effects
of the menopause.”
Difference in attitude
The doctor also highlights the fact
that people from wealthier countries
have more time to focus on themselves,
both internally and externally.
They pay more attention to what is
happening to them personally, while
many Asian people are simply concerned
with living and surviving.
It seems that when it comes to
the menopause, as with so much
else, the main difference between
the East and West is attitude.
Hanne Jensen agrees with this.
“In Denmark, women try hard
to fight against the effects of aging.
We try to deny aging and push it
away with surgery and special skin
care products. Menopause is another
sign of aging and we try to turn
our backs on it,” she says.
“When a daughter in Denmark
asks her mother about menopause,
her mother simply answers; ‘yes, I
had it.’ Subject closed.”
Hanne describes menopause as
a “new crisis of identity”, as women
going through this transformation
within themselves struggle to rediscover
what they are capable of.
She says that when women are
going through the menopause it is
“important to talk about it. Let your
family know what is happening so
they can support you.”
Relationship issues
Hanne explains that this is particularly
important when women are in
a relationship.
“Some women may find sex
painful sometimes and turn away
from their partners. However, without
talking, the man in their life may
think it is their fault and that they are
not loved.”
Although some women may
find talking about sex and their feeling
a bit difficult, it is important to
learn to talk freely and open about
what is happening both physically
and emotionally.
More recommendations
Hanne recommends carefully examining
your diet and eliminating foods
that seems to trigger symptoms. Also
the symptoms of menopause vary
for each person, Hanne’s book contains
a comprehensive list of possible
symptoms to help women identify
what is going on with their bodies.
She also recommends that
smokers quit smoking immediately
and take up regular exercise, as this
helps to boost hormone levels.
As with many medical conditions,
stress can act both as a trigger
and to accelerate symptoms. It is
best to avoid stress in our daily lives
as much as possible and to learn
techniques to reduce stress at times
when it is possible to avoid going
through a certain amount of stress.
Busy TV editor
Although Hanne often suffered severely
from symptoms of menopause
such as hot flashes, she has refused to
simply give in. Now 51 years old, she
is extremely active, and her career
has gone from strength to strength. In
fact, when she returns home from her
travels in Thailand, Hanne will be working
as chief editor on the high profile
television programme Coast to Coast,
which features some of the coolest
coastal travel destinations in Denmark.
Hanne also plans to continue
spreading information on the menopause
and empowering women
to talk about their symptoms. Although
more people are starting to
talk about menopause in Denmark
these days, there is still a long way
to go before the taboo status of the
subject is finally lifted.
Michael Joseph Moreton
Born and raised in
North of England - British
and Canadian Citizenships
Medical School - Liverpool
• Worked 2 years in UK National
Health Hospitals
• Went to Canada for 2 year
fellowship - stayed 32 years
• Trained in Obstetrics and
Gynecology - Mc Gill program
in Montreal
• Practised in Ottawa - Associate
Prof at Univ of Ottawa
• Moved to China in 97 - started
first two western styled
Maternity programs in Beijing
and Shanghai.
• Now International Medical
Coordinator BKK Hospitals BKK
& Hua Hin
February 2012 • ScandAsia.Singapore 23

Breakthrough for
Biomass and Enzymes
from Novozymes
Danish Novozymes
is expecting
enormous growth
for bioenergy in Asia,
where its enzymes
will be a crucial
contributor to this
paradigm shift that
will take countries off
their oil dependency.
By Joakim Persson
The awareness about the
need to get away from
the oil-based society
is by now widespread.
Among the advocates
for a bio-based society is the Danish
corporation Novozymes.
On a visit to Singapore last year
Fleming Voetman, Head of Public
Affairs at Novozymes, a world leader
in bioinnovation, laid out the company’s
vision, where biofuel made
from agricultural residues replaces
oil. Fleming was invited speaker on
technology trends at Designing Asia
2.0, the leading innovation network
in Asia, arranged by Qi Global.
“Basing your society on oil is
not wise; it comes with enormous
strategic disadvantage,” he advised.
“But replacement is at hand from
forestry and agriculture and here,
Asia has a strategic advantage that
will become even bigger in the future
is the agricultural waste.”
The environmental and economic
advantages are convincing:
Increased use of bioenergy is, when
produced and used on a sustainable
basis, the most important renewable
energy option at present and
expected to maintain that position
during the first half of this century
and likely beyond.
Biomass is a renewable and
environmentally friendly alternative
that can make a large contribution to
reducing greenhouse gas emissions.
At the same time all climate-friendly
energy options are needed to meet
the world’s future energy needs.
Several developing countries
have now in fact embarked on the
path of employing second-generation
biotechnologies, which will help tapping
plant resources as energy crops
in a major way.
In recent years, countries like
China, India, Indonesia, Malaysia, the
Philippines and Thailand, have begun
to invest heavily in this, according to
UNESCAP.
The dawning for biofuel
Bioenergy markets provide major
business opportunities, environmental
benefits, and rural development
on a global scale, reports IEA Bioenergy,
where biomass can make a
very large contribution to the world’s
future energy supply, ranging from
20% to 50%.
Biomass currently supplies about
a third of energy in developing countries,
according to UNESCAP.
“It is now increasingly realized that
there is considerable potential for the
modernization of biomass fuels to produce
convenient energy carrier, such
as electricity, gases and transportation
fuels, while continuing to provide for
traditional uses of biomass.”
And new technologies enable
biomass fuel modernization and
large-scale production.
Really, this is just the dawning for
expected massive growth where the
very first large-scale bio refineries are
about to open in Italy and the U.S.
Production and use of biofuels
are growing at a very rapid pace,
where it is realistic to expect that the
current contribution of bioenergy will
increase considerably.
Novozymes estimates that converting
biomass into fuels, energy,
and chemicals has the potential to
generate upwards of $230 billion to
the global economy by 2020.
“Definitely, a paradigm shift is
starting,” says Fleming Voetman.
“We have known since the
1970’s how to make ethanol from
sugar. But taking waste material is
from a technological perspective
so much more difficult to do. And
there we have just had enormous
breakthroughs in the last few years.”
The pivotal role of enzymes
Enzymes - a kind of protein which is
generated by certain micro organisms
developed to a highly advanced stake
by among others a corporation from
the tiny country called Denmark - is
now about to challenge fossil fuels
for real.
The breakthrough is the commercial
availability of enzymes, from
Novozymes and a few others play,
that can separate the sugar from all
the other stuff in waste materials like
wheat straw, the corn stalk or the
leftovers from sugar cane and palm
oil etc. and turn it into liquid fuel.
This means that countries with
Novozymes' enzyme production
facility in Tianjin, China - the
largest enzyme fermentation
facility in the world​
24 ScandAsia.Singapore • February 2012

We came out with
something new
in 2010 which
we spent ten
years and about
200 million US
dollars of R&D on.
Then the Chinese
immediately
said: ‘Perfect,
now we believe
the technology is
ready’, wanting to
stake on so called
second-generation
biofuels made
from waste.
booming economic growth, especially
China and India can get away
from their dependency on oil imports
long-term and utilize biomass - which
is anything they can grow in their
fields or coming from forestry.
“We came out with something
new in 2010 which we spent ten
years and about 200 million US dollars
of R&D on. Then the Chinese
immediately said: ‘Perfect, now we
believe the technology is ready’,
wanting to stake on so called secondgeneration
biofuels made from
waste.”
“The Indian government is also
very keen on doing that and we’re
seeing the same response from the
Malaysian and Thai government
because they can see: we have an
abundance of agricultural residue
locally so we need to buy a little
bit of know-how from novozymes.
And not only that but we also have
engineering companies which can
build the facilities, so we can do the
entire value chain.”
Bettering the environment
Asia is an “enormously important
market” for Novozymes where
they have been active for many
years, including with huge enzyme
production in China since the early
1990’s. By now they have R&D and
sales and marketing there too while
continuing to expand. There is a
hub in Bangalore in India with an
outsourcing centre, production and
R&D, while they have sales offices in
Kuala Lumpur and Singapore.
In his role, Fleming acts as an
advocacy trying to get political advantages
for Novozymes, where China is
a great example: its government has
a clear target to match the economic
growth with the consumption of
energy and resources, which fits well
with Novozymes.
“What we do at the core is
to produce more with less. At the
same time the Indians have some of
the same targets; wanting to have
their own energy and with domestic
production in India. Again Novozymes
come in, so that means our
interaction, our dialogue with the
governments is extremely important
for our growth rate.”
Novozymes’ solutions save energy
and raw materials, and reduce
waste. The result is higher quality,
lower costs, lower CO2 emissions,
and a better environment.
Saving the planet
In the bigger picture this is also about
making a difference and preservation
of the planet: that sustainability, caring
for climate, economic growth and
profitability can go hand in hand and
where all of must partake.
“The Chinese have realised this
for a long time, and for the benefit
of China they want to grow but
also in a sustainable way. That also
means reducing their dependence on
foreign oil, and their agriculture and
their companies to become more efficient.
And we are perfectly located
to cater to those needs.”
Fleming mentions Novozymes’
strongest selling points in priority
order: “Energy independence. Then
the creation of rural jobs. Next the
other environmental benefits. What
countries are mostly concerned
about is energy security.”
“We see the same within many
other areas and that is an enormous
business opportunity, not just for us,
but in particular for many Scandinavian
companies.”
“Being part of the EU we have
some experience with caring about
the environment and we can transfer
that know-how so the Chinese can
basically leapfrog into getting the
same environmental standards that
you have today in Europe and almost
get this over night.”
To develop enzymes for production
of bioenergy the Danish company
received support from perhaps
somewhat surprising quarters; namely
the United States Department of
Energy which asked and supported
Novozymes to re-start the research.
Meanwhile, the EU gave only a tiny
amount.
First refineries in 2013
The first commercial-scale biorefineries
in the U.S, and China, are
due in 2013.
“Then I think you’ll see a ketchup
effect where others will follow. The
technology is pretty complicated and
it’s not cheap to build the first ones
but once these are up and running
a lot of knowhow will have been
gained. And we’ll continue with our
R&D and bring down our cost and as
the technology improves the overall
cost will also go down,” Fleming
predicts.
“But we are absolutely sure of
this technology taking off. So it’s a
question of sooner or later; if it does
not fly in 2013 it will definitely do so
in 2014. If massive scale does not
come in 2015 it will soon thereafter,
because the economics of this work
very heavily into our favour in terms
of the price of oil to waste material.”
February 2012 • ScandAsia.Singapore 25

How TTA Turned Baconc
Company Around
Norwegian
businessman
Sigmund Stromme
is a legend among
Nordic businessmen
in Vietnam. In
2009, Sigmund
Stromme became
the Chairman of
the 15 year old
fertilizer company
Bacono. Last year,
only two years
later, the company
produced a profit
242 percent above
the performance the
year he took over. In
this article, Sigmund
Stromme shares
his strategy for
successfully turning
the company around.
By Indius Pedersen
Baconco is today a fast
growing fertilizer and
crop care company in
Vietnam, Since 2009, it
has been chaired by the
Norwegian businessman Mr. Sigmund
Stromme. Last year, the company
produced its best result ever,
delivering a profit of THB 197.16
million or 242% above the performance
in 2009.
Baconco’s core business is the
production and sales of NPK chemical
fertilizers, including imports and
sales of single fertilizers and crop care
products viz. insecticides, pesticides,
herbicides, and spraying fertilizers.
Related businesses areas are
warehousing, logistics and bagging
of fertilizers for client companies.
“Today, 70% of our income
comes from NPK fertilizers, another
20% is from single fertilizers and
crop care products, and the remaining
10% is from warehousing and logistics,”
Sigmund Stromme explains.
First the staff
When Thoresen Thai Agencies
Group took over and Sigmund
Stromme came on board as the
Chairman, Baconco had been for sale
for several years. The company had
been taking fairly large losses during
the financial crisis and staff moral was
very low. Something had to be done.
“The first thing we did was to
make an interview with managers
and supervisors. Then we reorganized
the company, re-assigning to
suit skill sets and to increase responsibilities
and accountability. All this
made the work much more interesting,”
Sigmund Stromme explains.
“We then gathered up all the
supervisors and staff for English lessons
and organized leadership skill
The Boss
Sigmund Stromme
Norwegian
Chairman of Nordcham
Residing in Vietnam for 19 years, a shipping
executive with more than 30 years working
shipping industry.
Worked for T.Klaveness Group, Oslo, Norway
from 1980 to 1993.
Arrived in Vietnam in 1993 and established
Thoresen-Vinama Co - Joint Venture and currently
holds the following positions:
• Managing Director, Thoresen - Vinama Co -
Joint Venture Company, largest none container
ship agent in HCMC - Baria Vung Tau Area, active in
Maritime Logistic for Offshore sector, forwarding/logistic/
warehousing as well as chartering/operation of Vietnamese
vessels.
• Chairman of the board of Thoresen-Vinama Logistic, 32.000m 2
bonded warehouse complex in Phu My industrial zone.
• Chairman of the Board of Baconco Co fertilizer company,
100% foreign invested company acquired by Thoresen in
July 2009, 410 employees, producing 200.000 mts per year.
• Board Member of Baria Serece Phu My Port J/S Co, where
Thoresen acquired 20 % of the shares in 2010.
26 ScandAsia.Singapore • February 2012

o Fertilizer
sessions for department heads. We
also provided a good health insurance
for everyone. At the same
time we established a transparent
promotion, remuneration, and merit
system, and were able to provide
our employees with 2-3 months bonuses
in the first profitable year.”
“We have focused on development
and growth of the company,
giving the employees confidence in
the future. Prior to this, our staff
had no opportunity for training, nor
were there any HR personnel looking
after personnel development. All
this we are doing for our staff, so
that it can develop and grow with
the Company.”
A recent staff survey indicated
that of the current 365 people
working in the company, around
80 percent have been there for the
past 8 years and the staff turnover
rate remains below 1%.
More turn-around tools
“Baconco’s extraordinary sales and
profits last year come from first of
all from our employees. They are
loyal and motivated, driving performance
in the truest sense,” Sigmund
Strommme modestly says.
But several other factors have
clearly also contributed to the higher
profits.
“We switched from leasing to
owing the production machinery
and at the same time we took over
our own machinery maintenance
and terminated third party contracts
for such services,” Sigmund Stromme
explains.
“As for procurement, we have
particularly focused on centralizing
purchasing and inventory management,
reducing raw material reserves
from 4-5 months to less than
The Teams
three weeks. The purchasing policy
was changed to reflect more frequent
but smaller volume purchase.
Raw material sourcing has also been
reoriented from 90% imported to
60% local sourcing. This sharply reduced
previous high financial cost.”
“Furthermore, our cash only policy
also provides us with a stable cash
buffer,” Sigmund Stromme adds.
Future growth
There are six large fertilizer producers
in Vietnam, four of which are
government owned. The remaining
two, including Baconco, are foreign
owned. Sigmund Stromme estimates
Baconco’s market share to
be currently 10 percent.
Although the year 2011 was
a year of high growth, Sigmund
Stromme is confident there is room
for great market growth in future.
“Demand will remain strong as
Vietnam is 2 nd largest exporter of
rice and coffee,” he says.
“Baconco’s strength lies in the
quality of our products,” Sigmund
Stromme explains.
“Baconco’s “Conco” brand is
well known as good quality fertilizers
and the farmers are willing to
pay a premium for our products.”
“Our fertilizers come in 60 formulations,
meeting the individual
needs of the farmers. Although the
niche market is small, we have few
competitors. Furthermore, we have a
flexible production system that allows
us to adapt our products to changes
in market needs very quickly.”
“Our strategy is to provide
products that meet high standards,
to continually innovate and provide
new products, and to focus on
niche market products to keep our
competition at a minimum.
Factory:
310 workers, technicians, engineers and high rank managers
Administration:
30 financial, HR and general administration
Sales And Marketing:
50 sales engineers, sales administration and marketing
Haiphong Branch:
20 people
Great Party and
Norwegian Colors
Thoresen Vinama Logistic inaugurates a bonded
warehouse near Phu My in the province of Baria
Vung Tau near Ho Chi Minh City.
By Indius Pedersen
Thoresen Vinama Logistic
with its foreign
shareholders Thoresen
Thai Agencies, Elkem
Chartering and Preco
Norway as well as Japanese Maritime24,
affirmed its desire to invest
in Vietnam by inaugurating a 16,000
sqm warehouse near the deep sea
port that has Thoresen Thai Agencies
as co-owner. The new warehouse,
built in record time, will in
future be used to store 64,000 mtgs.
cargo. And yet another warehouse
is underway from the option of
warehouses at Thoresen Vinama’s
disposal.
It all started when Thoresen
Thai Agencies bought the thendeficit
given Baconco Fertilizer Factory.
The company then made a
thumping deficit. In just two years,
Thoresen Thai Agencies changed
the scene. From a turnover of 197
million THB a tidy profit of just
over five million was made - after
taxes. No debt to the bank, and
only bright prospect for the future.
Behind all this is the daily management
headed by Sigmund Stromme.
Among several hundred participants
he was the proud participant at
the feast when the new warehouse
in Phu My in the province of Baria
Vung Tau was inaugurated.
“The good reputation we have
established with our many clients is
demonstrated by the fact that the
new bonded warehouse facility, in
which we are today, is in fact already
filled up with cargo from the
day of opening. The open storage is
filled with steel oil from BP, and bulk
cargo will arrive to fill up the new
warehouses this evening, right after
the opening ceremony is over. This
only show that we want to continue
investing in further projects here in
Phu My,” Sigmund Stromme says.
Sigmund Stromme stressed
that all this had been no success if
not the local authorities had been
very cooperative. Both political and
technical wise and from customs
authorities. Through the entire process
they have given us highly professional
advice.
It was party all day. First the
opening ceremony followed by
lunch. Then the inspection of Thoresen’s
latest investment in the Baria
Serece deep-sea port. The investment
that was completed in 2010
has furnished Thoresen with a 20
percent of the share capital. Finally,
there was a great celebration with
dinner at the Grand Hotel in Vung
Tau.
February 2012 • ScandAsia.Singapore 27

Smart Travelling: Kuala Lumpu
Flying from one
place to another has
become the routine
traveling solution even
if the distance is short.
Have you ever thought
of taking the bus
instead?
By Kristene Silva Marie
Luxury is not offered only on first
class flights. Bus seats can be
comfortable too - including 220
Volt sockets and wi-fi onboard.
Travelling between cities
in Southeast Asia, most
usually resort to booking
an air ticket. However,
many find it a hassle
to drag themselves to the airport
with their passports and luggage,
check-in, go through the passport
check and body scan, walk the long
corridors - only to wind up waiting.
Singapore and Kuala Lumpur
are so close top each other that it
may be a lot easier to go by coach.
There are several VIP coaches
available for boarding at around the
KL area. Many bus travel agencies
offer great packages for passengers
who wish to travel to Singapore.
Coaches such as Aeroline, Grassland
and Konsortium are just a few
of the common companies known
to provide luxury on their coaches
between these two destinations.
Tickets
Buying a ticket is simple. Taking the
Aeroline Coach as an example, you
may book via their official website
at www.aeroline.com.my or www.
aeroline.com.sg.
If the website is not convenient,
there is always the option of the
call centre at (+603) 6258 8800 or
(+65) 6258 8800. The final option is
walk-in booking to any of the Aeroline
service centres.
The price of tickets to Singapore
is RM95.00 (S$50.00) for
adults and RM65.00 (S$38.00) for
children per-way to or from Singapore,
which is an affordable rate.
The Aeroline buses’ most common
boarding point is the Aeroline
Corus Hotel service centre at Ampang,
Kuala Lumpur but that may
be too far for some so the other
two service centres are, One Utama
Shopping Centre, in Petaling Jaya or at
Sunway Pyramid, Subang Jaya.
All of these service centres are
quite easy to access as they are close to
conveniences such as hotels, F&B outlets
and shopping malls, and are easily
accessed by public transportation.
Comfort
Choosing a bus with sufficient facilities
would ensure a comfortable
and satisfying journey. One of the
main things to look for is comfortable
seats. The operators mentioned
above all offer ergonomic
reclining seats that incorporate leg
support for comfort. On our test
with Aeroline we found each seat
equipped with an individual headphone
for Aeroline Airwaves with
four music channels. For the benefit
of the passengers, the bus also
comes fitted with electricity outlets
and reading lights
The business lounge is equipped
with 6-8 premium sofa seats and a
long table for a mobile meeting - or
you may just enjoy having a desk to
work on your mobile device.
Time
Boarding a bus is much less time
consuming than boarding a plane.
Passengers have to just make sure
their luggage is tucked safely into
the luggage compartment, get their
tickets checked and settle comfortably
in their seats.
The journey to Singapore from
KL will be around five hours but
consider the alternative trip by air.
What time would you usually have
to leave your home to catch a 9
o’clock flight? Probably 7 o’clock.
Then the flight would take you an
hour. Once you land, you have to
get out of the airport and downtown
to your destination - how long
time would that take you? Probably
minimum one and a half hour. Now
it is close to 12 noon.
Wasting time in airports is annoying. Time slips and you don’t get anything done.
Oh no! Your flight is delayed!
28 ScandAsia.Singapore • February 2012

r to Singapore
Alternatively, you could sit the
whole time in a bus doing your work
and arrive downtown without the
many kilometers of walk and the many
changes of transportation mode.
Certain buses, like Aeroline,
have built in toilet facilities’ among
others which make it more convenient
since there is no need to
have toilet stops. Like on planes, the
cabin crew also serves onboard light
meals and hot beverages
Smart choice
It is not just to save the hassle of going
through customs and board
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Medium
Flæskesteg
Roast Pork
Evil
Nothing is as nice as a traditional Danish pork roast. You
need to find a shoulder of pork with the fat rind on. If
you can’t find pork roast with the rind attached then look
for a fresh ham, remove 2/3 of the skin and you will get
crackling with the rest.
Ingredients
4½-6½ lbs of Shoulder of pork w/rind on
2-3 spoons of course salt
2 lbs small cold boiled potatoes
4 spoons sugar
1½ oz butter
1 pint of water
2 lbs canned red cabbage
Are you done?
When you have completed the above puzzles, please send your
solution by fax to +66 2 943 7169 or scan and email to puzzles@
scandasia.com. We will make a lucky draw among the correct
answers. Five lucky winners will receive a ScandAsia polo shirt.
Name:
___________________________________________________
Age: ________________________ Mobile: ___________________
Address: __________________________________________________
Email:
__________________________________________________
__________________________________________________
__________________________________________________
Deadline for submitting your solution is 15 March 2012
The Roast
Preheat oven to 350°F. Put the roast in a
roasting pan with water with the rind facing
downwards. Let the water cover the rind. Use
as small a pan as possible to get good tasty gravy.
Leave the roast in the bottom of the oven for 30 minutes. Using a sharp,
heavy knife cut deeply through the rind and fat until you reach the meat,
making the incisions 1/2” apart lengthwise and crosswise. Rub salt liberally
into these gashes. It will make the crackling to bubble up and get crispy.
Put the roast in bottom part of the owen for 1½-2 hours. Take it out
and pour the gravy into a pot to make brown sauce from it. Put the roast
back in the oven and set the temperature to 530°F. Watch the crackling,
it may suddenly be overdone.
Brown sauce
Let the gravy rest a while in the pot and remove the grease from the
surface. The gravy is thickened by a mix of flour and cold water, add black
gravy color, and salt and peper.
Red Cabbage
Use precooked red cabbage in a can or in a glas. If of German origin pour
in two spoons of sugar. Add some water in the pot and let it cook at low
or medium heat for 30 minutes. Alternatively, the cabbage can be heated
in the microwave owen which will make the cabbage more crispy.
Candied Potatoes - Brunede Kartofler
Caramelised Potatoes is delicious with almost all kind of roast meat, especially
pork. It is important to follow the recipe exactly for a good result.
Run the cold tap over the cold boiled potatoes just before starting.
Use new potatoes if possible and boil well in advance to ensure they
are cold before use. Run cold water over potatoes before starting.
Put the sugar on frying pan and heat until melted and golden. Add
butter and mix well. Add potatoes and shake frying pan well. Add water
carefully and stir lightly until water has evaporated.
30 ScandAsia.Singapore • February 2012

Most people Fancy a Bargain,
But Everyone Loves for Free!
If you do not believe in a free
lunch you can eat your words
because it is possible to get
things for free in Singapore
without any conditions attached.
Food
Check out if there is a food festivals
or fair in progress. Food vendors
usually put out a lot of bitesized
samples for all to try at these
events. The Singapore Food Festival
held once a year in the month of
July is a must but various locations
including the Takashimaya Square
and Plaza Singapura are also good
fishing grounds.
Haircuts
There are renowned hair salons every
month that require hair models
for their hair stylists and apprentices
to exercise their skills or experiment
with new styles. As scary as
it might sound, most people come
out of this experience satisfied and
addicted for more of such deals.
Fitness and Beauty
Many spas and fitness centres offer
a free trial of their services with
no strings attached. Choose from a
range of the many manicures, pedicures,
facials and slimming treats at
these centres. Make a call first to
make an appointment with them.
Here are some names to start with:
Yogaffinity, Beijing 101 Hair Consultants,
Slim Fit (Ngee Ann City Tower
A and OUB Centre), Beauti Instinct.
Entertainment
There are countless art exhibitions
and plays around Singapore that
don’t charge entrance fees. Check
museum websites for more information.
Go to the Esplanade Waterfront,
Concourse and outdoor theatres
on weekends and enjoy the
many bands playing there.
Ladies Night
There are an abundance of clubs in
Singapore that feature ladies’ nights
which offer free entry for women
only, and some even extend their
generosity to include free drinks.
Internet
Many cafes in Singapore offer free
Wi-Fi and access to power outlets
for free. However, do invest in a
coffee to avoid dirty stares from the
staff. Most well-known are McDonald’s,
Starbucks and Café Galilee
Bus Tours
If you are a traveller to Singapore,
see if the Singapore Tourism Board
is still offering a free two hour city
tour. Chose between a Sentosa Island
tour or a bumboat experience.
IKEA offers a free weekend
to the store from MRT stations
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Legal Part-time Maid
IB
Ang Mo Kio, Boon Lay, Seng Kang,
Tampines, Yishun and Woodlands.
A free shuttle services brings
Turf City patrons to and from Ang
Mo Kio and Clementi MRT station,
and the Toa Payoh Bus Interchange.
Free trolley bus services are
provided by the Marina Square Mall
to fetch its shoppers to and from
the City Hall MRT station.
Living in Singapore is expensive,
but sometimes all it takes is a closer
look at all the little nooks and crannies
of this island to appreciate the
occasional treasures that are given
to those who seek.
Babysitter / Nanny
Weekly Home Cleaning
from $12/hr
Tel: 6846-0428 / 6100-6122
www.a-team.com.sg
(Established since 2003)
International Baccalaureate
- an alternative to the Danish ‘Studentereksamen’
• internationally recognized
• gives admission to universities all over the world
• taught in English
You can stay at Nyborg Gymnasium’s
boarding school.
Contact us for more information about the
programme and the boarding school.
Deadline for applications: 15th of March.
Nyborg Gymnasium & Kostskole
Skolebakken 13, DK-5800 Nyborg
Tlf +45 65 31 02 17, fax +45 63 25 52 19
post@nyborg-gym.dk, www.nyborg-gym.dk

When it’s time to do business,
we’re exceptionally open.
Every business has a different story and a different goal. We understand that.
Over many years in this market of unique opportunities, we’ve developed the
local knowledge, resources and connections needed to turn ambitions into
reality. That’s why we’re one of the most well-established northern European
banks in the region. For corporates, financial institutions and private banking
clients, we’re ready to listen and cater to your needs – in Beijing, Shanghai,
Hong Kong, Singapore and New Delhi.
Welcome to contact us at
Tel: +65 63 57 08 95
singapore@sebprivatebanking.com.sg
www.sebgroup.com/privatebanking