Visitors to this year’s Tax Free World Association (TFWA) Asia Pacific Exhibition would have noticed a surprise first-time entrant with a very Chinese name in the world of Samsonite, Shiseido and Jack Daniel’s.

Credit Eu Yan Sang’s presence at the premier duty-free travel retail event to the marketing instincts of Mr Aaron Boey, group chief executive officer for the past two years and the first from outside the Eu family to run the 140-year-old firm, known for its traditional Chinese medicine (TCM) products.

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