Moonfolks Opens First Independent Agency Office in Brunei
Independent Southeast Asian agency Moonfolks enters Brunei's untapped creative market, becoming the first foreign independent agency to establish a physical office in the sultanate.
Independent Southeast Asian agency Moonfolks has opened its first international office in Bandar Seri Begawan, Brunei, becoming the first independent foreign creative agency to establish a physical presence in the sultanate. The launch was announced on February 23, 2026, timed to coincide with Brunei's 42nd National Day.
First Foreign Independent Agency to Enter Brunei's Creative Market
Sheikh Idham Abas has been appointed Managing Partner to lead Brunei operations. Abas brings more than 15 years of Southeast Asian film production experience to the role, providing locally embedded leadership rather than an outside hire.
The Brunei office launched with a founding team of five people. The Jakarta hub is projected to grow 20-30% in headcount to support the new satellite and future regional markets.
Moonfolks founder and CEO Anish Daryani said the move addresses a long-standing gap in the market. "We are thrilled to begin our regional expansion with Brunei. It's a country of ambitious brands that have been denied strong brand thinking for the longest time. We believe we can offer strategic direction and creative solutions of international standards to brands in Brunei, who are extremely deserving of it," Daryani said.
Abas added: "Brands in Brunei have truly come of age, and with Moonfolks, they can have brand solutions of the highest class made available to them."
A Small Population With Outsized Spending Power
Brunei presents an unusual market profile. The country ranks 7th globally in GDP per capita by purchasing power parity, yet has a population of fewer than 500,000 people. That combination creates concentrated brand investment potential that international agencies have historically overlooked in favor of larger population centers like Jakarta, Kuala Lumpur, and Bangkok.
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No other independent international agency had established a physical office in Brunei before Moonfolks' February 2026 entry, according to available information.
The agency's initial Brunei client pipeline covers banking, insurance, automotive, and tourism. Government, aviation, and consumer goods sectors have been identified as the next wave of targets.
Moonfolks will bring its "Accelerated Growth" model to Brunei, integrating five disciplines: branding and advertising, social and digital marketing, influencer marketing, public relations, and shopper and brand activations. The model is designed to connect brand building directly to sales outcomes, addressing the integrated-solution gap that smaller Southeast Asian markets typically face.
Moonfolks' Path From Buyback to Regional Expansion
Moonfolks originated from Daryani's January 2024 buyback of M&C Saatchi Indonesia, an agency he originally co-founded as a joint venture in 2018. The Brunei office marks the agency's first international expansion in under two years of independent operation.
The agency's existing client roster includes TikTok, Unilever, Mastercard, PermataBank, AIA Insurance, XL Axiata, and Danone. Moonfolks also operates a strategic alliance with Havas in Indonesia, combining creative capabilities with Havas' media platforms under the Havas Moonfolks brand.
The Brunei launch generated coverage across regional trade publications and local Brunei outlets simultaneously, a result attributed in part to the National Day timing. Moonfolks has publicly stated plans for further Southeast Asian market entries beyond Brunei.
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