West to East
Into Asia
Western companies into Hong Kong, China and Southeast Asia. Distribution, retail and brand partners, manufacturing and sourcing in China, and brands built for the region.
- Market entry
- Manufacturing & sourcing
- Brand build
Hong Kong · London · Est. Shanghai 1931
Your partner for business between Asia and the West.
A Shanghai and Hong Kong family since 1931. Western commercial leadership at billion-dollar scale.
"We know both sides of the table. We structure the deal and stay in it."
Two doors
Two directions. One partner for both.
出海 · East to West
Into the West
Asian companies and families into the UK, Europe and the US. Go-to-market for established brands, acquisitions and investment in Western businesses, and the partners and capital to make it hold.
- Western market entry
- Acquisitions & investment
- Partners & capital
Who we work with
Consumer & F&B · Luxury & lifestyle · Beauty & wellness · Marine & automotive · Industrial & manufacturing · Agriculture & chemicals · Commodities
Why Praya
Two partners. One deal, both sides.
01
Partners do the work
The two names on the door are the two people in the room. No partner who sells and juniors who deliver.
02
Both sides covered
A Hong Kong family on the ground since 1931, and a Western operator who has run billion-dollar commercial P&Ls. Most firms are strong on one side and rent the other.
03
We stay in the deal
Success fees and equity, not hourly billing. We are paid when it works, so we make sure it does.
04
Real operations
Distribution, factories and supply chain we run and hold positions in. Not slides about them.
Why now
The factories, the consumers and the capital move both ways. The question is who you walk in with.
¥50tn
China's retail sales of consumer goods in 2025, around US$7 trillion.
National Bureau of Statistics
45%
China's projected share of global manufacturing by 2030, from roughly 30% today.
UNIDO
$5tn
Private consumption across the six largest Southeast Asian economies by 2035.
Bain & Company
HK$5.2tn
Hong Kong's exports in 2025, a record, up 15% on the year.
HK Census & Statistics
A Shanghai and Hong Kong family since 1931
Four generations on the ground. One firm built to close.
In 1931 Leon Zigal founded Triangle Motors in Shanghai. Its Chinese name, 合眾, meant "uniting the many". The family moved with it to Hong Kong in the 1940s and has traded, manufactured and invested across Asia ever since. The triangle in our seal is his, and we still work by its name.
How an engagement runs
Four steps. We stay for the last one.
01
Enquiry
You tell us where you want to go, what you have, and what you will commit. We read every one personally.
02
Assessment
If it fits, a 45 minute call. We tell you whether it will work, where, and with whom. If it won't, we say so.
03
Open
The right rooms, with the right people, in the right order. Named, scheduled, attended.
04
Structure and stay
Terms, structure, signature. Then we remain in the deal, because that is how it holds.
Founders
Two partners. One with the heritage in Asia, one with the operating record in the West. Equally at home in both.
Danny Zigal
Partner
Fourth generation Hong Kong, Cantonese speaking. Positions in manufacturing in China, two decades of commodity transactions, and Western consumer brands taken into Asia from a standing start.
Josefine Bin Jung
Partner
Former Chief Growth Officer at Jagex and Chief Commercial Officer at Diginex. Commercial leadership at Kindred Group, a billion-dollar business. US, UK, Europe and Asia.
Our experience
1931
Est. Shanghai
20+
Years taking brands into Asia
粵 · EN
Cantonese and English at the table
$1bn+
Commercial leadership
30+
Markets launched
1m+
Customers served
Contact
Tell us where you want to take your business.
We take a small number of mandates so a partner leads every one. If it looks like a fit, we'll propose a 45 minute assessment call.