ASDF is built on the belief that strong brands are created by strong teams. Behind every ASDF product is a structured, cross-functional organisation where strategy, research and development, design, operations, marketing, and international sales work together under a shared standard of quality and accountability.
Rather than relying heavily on outsourcing, ASDF has invested in building in-house capabilities across key functions. This integrated approach allows the brand to maintain consistency, regulatory readiness, and product performance as it scales across multiple markets.
John Ooi — Founder & CEO of ASDF
John Ooi, Founder & CEO of ASDF, leads the brand with a long-term mindset focused on sustainable growth and credibility in the global vape and e-cigarette industry. His leadership philosophy prioritises compliance, disciplined execution, and the development of internal expertise.
Under John Ooi’s direction, ASDF has grown from a product-driven operation into a fully structured brand owner with internal control over design, R&D, marketing, and operations. This foundation ensures that ASDF is prepared for evolving regulations while maintaining consistent brand standards across markets.
LinkedIn: John Ooi
Kitson Tan — Senior Business Strategy Manager
Kitson Tan, Senior Business Strategy Manager at ASDF, plays a central role in shaping the brand’s innovation roadmap. In addition to strategic planning and commercial analysis, Kitson is actively involved in the R&D process, contributing to product feature development, performance benchmarking, and portfolio direction.
By aligning business objectives with technical feasibility, Kitson ensures that every ASDF product is commercially sound, performance-driven, and scalable for international distribution.
LinkedIn: Kitson Tan
Wong Weng Lun — Operations Manager
Operational excellence at ASDF is managed by Wong Weng Lun, Operations Manager. His role covers production coordination, quality assurance oversight, and execution accuracy from development through mass production.
Through disciplined operational processes, Wong Weng Lun ensures that ASDF products are manufactured efficiently while maintaining consistency across batches — a critical requirement for global scalability.
LinkedIn: Wong Weng Lun
Shamil (Mio) Hashim — Art Director
ASDF’s visual identity and product aesthetics are defined by Shamil (Mio) Hashim, Art Director at ASDF. From device design to packaging and brand assets, Mio ensures that every visual touchpoint reflects ASDF’s standards of quality, clarity, and modernity.
Design decisions are closely aligned with product functionality and regulatory considerations, ensuring that ASDF products communicate trust and professionalism at every level.
LinkedIn: Shamil (Mio) Hashim
Firma Adika — R&D Manager
Product performance and reliability are led by Dika, R&D Manager at ASDF. He oversees structured research, testing protocols, and technical validation processes that support flavour consistency, device reliability, and overall product quality.
Dika’s work ensures that ASDF products meet strict internal standards before entering production, reinforcing the brand’s reputation for dependable performance across different markets and usage environments.
Linkedin: Firma Adika
Kalvi — Marketing Manager
Kalvi, Marketing Manager at ASDF, is responsible for building emotional connection through clear messaging and storytelling. Her role translates technical product strengths, R&D discipline, and operational rigor into accessible narratives across digital channels, retail environments, and product launches.
Marketing at ASDF focuses on education, consistency, and long-term brand equity rather than short-term attention.
LinkedIn: Kalvi Shajhan
Che Ping — Supply Chain Manager
Behind the scenes, Che Ping, Supply Chain Manager at ASDF, ensures sourcing reliability, logistics coordination, and inventory planning. His work supports stable production cycles and timely delivery across domestic and international markets.
A resilient supply chain enables ASDF to scale responsibly without compromising product availability or quality.
Steve Chan — International Sales Manager
Global expansion is led by Steve Chan, International Sales Manager at ASDF. He manages distributor partnerships, international market entry strategies, and cross-border sales development.
Steve Chan’s structured approach ensures that ASDF products enter new markets with proper positioning, regulatory alignment, and long-term partner support.
LinkedIn: Steve Chan
One Team, One Standard
Together, the ASDF leadership and core team operate as a unified system — where each function reinforces the other. Strategy informs R&D, R&D supports operations, design strengthens marketing, and sales expansion is built on operational and compliance readiness.
This alignment is what defines ASDF’s standards and enables the brand to grow across borders while maintaining product integrity, visual consistency, and brand trust.
ASDF is not defined by a single role or department, but by the people behind the brand — individuals who understand every layer of the business and are committed to building products designed to perform and last.
For more information, visit www.asdfworldwide.com
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