UPGroup Asia and The MasterPlan LLP announce strategic partnership to deliver enterprise events across Singapore and Asia Pacific

SINGAPORE, Feb. 16, 2026 /PRNewswire/ -- UPGroup Asia and The MasterPlan LLP ("The MasterPlan") today announced a strategic partnership that strengthens how both teams deliver enterprise events across Singapore and Asia Pacific.

The partnership combines UPGroup Asia's integrated production capabilities, spanning creative direction, venue strategy, in-house technical production, and end-to-end delivery across the region, with The MasterPlan's enterprise account leadership, programme design, and stakeholder management expertise. Together, both teams will support the delivery of complex, high-stakes event programmes through aligned planning, coordinated execution, and shared accountability.

Under the partnership, UPGroup Asia and The MasterPlan will collaborate on enterprise opportunities, aligning creative, technical, and operational expertise to deliver cohesive, consistently executed event experiences, supported by strong enterprise experience planning and deep production capability.

"This partnership reflects how we want to support our clients as their needs become more complex," said Adam Piperdy, Founder and Chief Experience Officer of UPGroup Asia. "Working with The MasterPlan allows us to complement our production strengths with a strong end-to-end experience strategy, ensuring clarity and consistency from planning through execution."

"Our clients want clarity, speed, and execution confidence. This partnership gives us deeper technical and production capability, supported by a strong regional delivery platform," said Jasmine Ho, Founder, Managing Partner of The MasterPlan.

Over the coming months, UPGroup Asia and The MasterPlan will collaborate on industry initiatives in Singapore, showcasing combined approach to experience design, production, and event delivery.

UPGroup Asia and The MasterPlan LLP remain independent companies.

About UPGroup Asia

UPGroup Asia is an integrated event experience agency delivering event experiences in Singapore and Asia. Empowered by a team of creators, strategists, and experts who are deeply passionate about content, audience engagement, and event technology, UPGroup Asia delivers a complete suite of event solutions that allow event organisers to seamlessly execute award-winning event experiences. Producing hundreds of event experiences for thousands of audiences annually, UPGroup Asia is the trusted partner of both organisations and venue owners in the region.

About The MasterPlan LLP

At The MasterPlan, we specialize in the art of the B2B experience. We take the complexity of conferences, the wow moments at product launches, the prestige of CXO engagements, and the energy of brand activations, and distill them into a single, flawless execution. We don't just plan events. We master the moments and guest experiences that move marketing campaigns forward with precision and connections.

Media contacts

Josiah Eufemio
Marketing and Communications Lead
josiah_eufemio@upgroup.asia 

Laiyee Wong
Senior Project Manager
laiyee@themasterplan.com.sg 

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

UPGroup Asia and The MasterPlan LLP announce strategic partnership to deliver enterprise events across Singapore and Asia Pacific

A pop-up store is being opened by Farmacias Similares in Shibuya, which is in the heart of Tokyo.

TOKYO, April 15, 2026 /PRNewswire/ -- Dressed as a samurai and with his trademark energetic attitude, Dr. Simi—the face of Farmacias Similares— greets curious visitors stopping by the company's pop-up store in central Shibuya, in the heart of Tokyo. Through this, Grupo Por un País Mejor (GPUPM) aims to introduce the popular Mexican character to the Japanese public and open the door to expansion across Asia.

"It's impressive to see people's reactions," Víctor González Herrera, president of Farmacias Similares and executive president of GPUPM, told EFE after learning that more than 600 people had already visited the store.

The pop-up shop, which will remain open for one month in front of the iconic Shibuya 109 department store, spans three floors featuring interactive experiences, where visitors can also purchase merchandise such as Dr. Simi plush toys and backpacks.

"The samurai Simi is a huge hit," González Herrera said, adding that the opening will also help the group understand what resonates most with Japanese audiences and seek potential partners in the market.

"Japan is going to love Dr. Simi"

One of the reasons GPUPM chose Japan as its gateway to Asia is that, much like in Mexico, there is a strong cultural affinity for characters known as "yuru-kyara"—mascots often used by brands, stores, and even local governments.

"These characters are part of Japanese culture, so I'm sure that people in Japan are going to love Dr. Simi," Carina, a flight attendant, whose Instagram account "Carina y Simi" has more than 13,000 followers, told EFE.

Carina, who travels around the world for work, posts photos of her Dr. Simi plush toys visiting countries such as Poland, Russia, and Zimbabwe. Although she does not recall the exact number, she estimates she has taken the character to more than 30 countries.

In this regard, González Herrera said that beyond its viral appeal and popularity as a mascot, what makes Dr. Simi a success is precisely how he connects with people. The executive also noted that all the plush toys are made in a factory that employs people with disabilities.

Grupo Por un País Mejor (GPUPM) is a coalition of institutions and commercial enterprises dedicated to building a fairer nation for everyone They currently comprise four social enterprises and four commercial enterprises, including Farmacias Similares.

Photo - https://mma.prnasia.com/media2/2955071/Farmacias_Similares_1.jpg?p=medium600
Photo - https://mma.prnasia.com/media2/2955072/Farmacias_Similares_2.jpg?p=medium600
Photo - https://mma.prnasia.com/media2/2955073/Farmacias_Similares_3.jpg?p=medium600

 

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Mexican company Farmacias Similares brings Dr. Simi to Tokyo in Japan debut

Mexican company Farmacias Similares brings Dr. Simi to Tokyo in Japan debut

Mexican company Farmacias Similares brings Dr. Simi to Tokyo in Japan debut