Editorial Director, Izwan Abdullah on The Regional Rise of Men’s Folio

Since its founding in 1997, Men’s Folio has grown into a regional media powerhouse, focusing on men’s related interests across style, beauty and culture with an influence spanning well beyond Southeast Asia. Since its founding in 1997, Men’s Folio has evolved alongside the region’s growing luxury and fashion industries. Nearly two decades later, Men’s Folio has evolved alongside the rise of digital media, building an audience of nearly one million followers and over 50 million monthly impressions across the title’s social media platforms. At the helm of this regional network is the Men’s Folio’s editorial director, Izwan Abdullah who has been steering the magazine’s vision across Singapore, Malaysia, Thailand and Vietnam since 2019.

At just 30 years old Izwan Abdullah (or simply Izwan as he is more affectionately referred to by his peers) has already made a name for himself in Singapore’s media landscape. From groundbreaking brand collaborations to capitalising (and setting) trends on social platforms, the network’s growth has been driven by Izwan’s clear vision and creative ambition.

The success of his leadership was particularly seen with the meteoric rise of Men’s Folio Malaysia over the last few years. Prior to 2023, Men’s Folio Malaysia was run under different leadership but the title was since streamlined, working in tandem with Men’s Folio Singapore. This completely reshaped how the magazine was perceived by local readers in Malaysia — evolving from just another luxury men’s title on the newsstands into a leading voice in regional men’s fashion, lifestyle and culture sectors. In this conversation, LUXUO speaks to the man who wears many hats (editorial director at Men’s Folio Singapore and Men’s Folio Malaysia as well as the group creative director of the Heart Media Group) to explore what drives Men’s Folio’s DNA, the secrets behind its social media success and plans the title has going into 2026.

You oversee editorial and creative direction for Men’s Folio across Singapore, Malaysia, Thailand and Vietnam. What does that role entail, and what is it like working across such a diverse regional landscape?

Men’s Folio was founded in Singapore and Malaysia in 1997, before expanding into Vietnam in 2020 and Thailand in 2024. As Southeast Asia emerges as the next powerhouse of luxury fashion, it is increasingly vital for the network to grow collectively and share resources across markets. The global rise of Southeast Asian talent from late 2023 to early 2024, marked by major brands collaborating with leading regional celebrities, underscores this momentum, with Singapore continuing to serve as a key regional hub for luxury brands.

Today, the Men’s Folio network reaches nearly one million followers, with 700,000 across social media in Southeast Asia and over 50 million monthly impressions. As we continue on this upward trajectory, strengthening unity across the network remains essential to sustaining and accelerating our growth.

At its core, what lies at the heart of Men’s Folio’s DNA?

In two words, Men’s Folio is effortless cool. Men’s Folio’s DNA has always been about speaking to youth while remaining aspirational to every generation. Men’s Folio puts the spotlight on the next wave of creatives and talents across the region. 

What factors have contributed to Men’s Folio’s strong growth on social media?

It is important to understand your target demographic and learning how to communicate with your audience is key. While there will always be some trial and error, once you get past it, you can anticipate trends and stay ahead of the algorithm. The team is constantly thinking about trends and finding ways to bring fresh ideas into Men’s Folio’s editorials, whether it is turning a viral TikTok meme into a shopping story or collaborating with celebrities on the latest dance trends.

Men’s Folio consistently ranks among the most engaging digital media platforms in the industry (per DMR rankings). What do you attribute this level of engagement to?

It is about predicting what the market wants today and what sets Men’s Folio apart from our competitors. When we write fashion reviews, we tend to skip the usual formalities — like detailing fabrics or technicalities — and focus on the cultural context instead.

For instance, what does it mean for a young person today to be at the forefront of fashion? What significance does owning a luxury bag hold in today’s culture? Our team of young writers speaks directly to our loyal young readers and that connection is honestly what works for us. 

Looking back on 2025, which brand collaborations proved most successful?

One of our most memorable and successful collaborations of 2025 was the September Men’s Folio Singapore cover with Balenciaga, featuring global brand ambassador and Thai superstar PP Krit alongside K-pop star Juyeon of THE Boyz in Demna’s final couture collection. Earlier in the year, we also had the pleasure of working with the charming Korean actor and CELINE ambassador Park Bogum for our April 2025 covers of Men’s Folio Singapore, Malaysia and Thailand.

How do you see the future of media evolving, particularly with the rise of ChatGPT and other AI-related platforms?

In my opinion, the future of media has never looked more promising. With tools like ChatGPT becoming increasingly common, writers and content creators are challenged to craft even more compelling stories and ideas. Today, it is easier than ever to distinguish a story with genuine passion from what the industry calls “AI slop”.

What plans are in store for the Men’s Folio network in 2026?

This year, we are returning to our roots and working closely with the community that built (and continues to build) us. This includes our readers, creatives and talents from across the region. Community is at the heart of what we do, and we are excited to host more events that bring everyone together.

Finally, what is the one career accomplishment at the Heart Media Group that you are proudest of?

I am proud that in just two years, my team and I have grown Men’s Folio’s presence exponentially, taking our social media from five digits to six and continuing to expand. Beyond the numbers, we have made the magazine the go-to platform for young people across the region and seeing that impact firsthand is incredibly rewarding.

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