Three Years In: Pakkee Tan Speaks On GRAZIA Singapore’s Editorial Journey
The past three years have seen GRAZIA Singapore undergo something of a recalibration as it aims to position itself away from existing fashion magazines on the market by becoming a multidimensional cultural authority for modern women. Amid a rapidly shifting media landscape, GRAZIA Singapore has successfully scaled its influence by building on its cultural relevance and elevating what modern fashion media can be. At the helm of this transformation is Pakkee Tan who has successfully mastered the media trifecta of editorial integrity, commercial strategy and audience engagement. Under his direction, GRAZIA Singapore has sharpened its identity around “intelligent glamour,” balancing luxury fashion credibility with stories that resonate emotionally within an Asian cultural context.
From elevated print storytelling to experiential brand partnerships and a fast-growing social presence, the title has expanded its footprint while maintaining a cohesive editorial vision. As GRAZIA Singapore celebrates its third anniversary under his leadership, LUXUO speaks to the man steering the title amid a rapidly shifting media landscape. In this candid conversation, Tan reflects on the title’s journey so far. He also shares his insights into the realities of leading a modern media brand, the evolution of fashion journalism, the role of AI in shaping the future of content and what it takes to build a publication that both captures attention and commands trust among today’s attuned readers.
You have been at the helm of GRAZIA Singapore over the past three years. How would you describe the role and the environment you have been operating in?
Leading GRAZIA Singapore over the past three years has been both exhilarating and deeply formative. It is a role that sits at the intersection of creativity, strategy and leadership. The media landscape is fast, competitive and constantly shifting, so the environment demands clarity of vision paired with agility in execution.
What has been most energising is building a small but highly driven team that understands how to balance fashion authority with cultural relevance. We have been intentional about shaping GRAZIA Singapore as so much more than just a magazine but as a living, evolving platform — one that speaks fluently across print, digital, social and experiential spaces.
What is at the very core of GRAZIA’s DNA?
At its core, GRAZIA has always been about intelligent glamour. It is fashion-forward, but never frivolous; aspirational, yet grounded in real women’s lives.
For GRAZIA Singapore, that DNA translates into a distinctly modern Asian lens — where style, ambition, beauty and culture coexist. We are interested in women who are shaping conversations, not just trends, and in stories that feel timely, thoughtful and emotionally resonant.
How has GRAZIA evolved into one of Singapore’s most creative and engaging media brands?
Our evolution has been driven by a willingness to rethink what a fashion media brand can be today. We have invested heavily in strong visual storytelling, sharper editorial voices and original franchises that can live seamlessly across platforms.
Print remains a statement of craft and curation, while digital and social allow us to be more immediate, conversational and experimental. That clarity has allowed GRAZIA Singapore to feel cohesive, yet dynamic.
What are the factors behind the successful development of GRAZIA Singapore’s numbers on social media?
We focus on strong storytelling — whether it is celebrity, fashion, beauty, or culture — rather than chasing virality for its own sake. Data informs our decisions, but instinct and taste still lead. Collaborations with talent, behind-the-scenes access and content that feels insider yet accessible have also played a key role in driving meaningful, sustained growth.
What have been some of the most successful collaborations with brand partners across 2025?
2025 has been an important year for deepening brand partnerships. The most successful collaborations have been those where editorial integrity and commercial objectives are clearly aligned — whether through experiential events, long-form storytelling, or multi-platform campaigns.
One standout example was our 360-degree partnership with Tiffany & Co., anchored by a highly shareable cover featuring Faye Malisorn. Amplified across digital and social platforms, and followed by an in-store event, it became one of our most effective campaigns of the year.
It is precisely this approach — translating craftsmanship and heritage into modern, culturally resonant narratives — that has seen luxury jewellery, fashion and beauty partners respond so positively.
Can you tell us more about GRAZIA Singapore’s Game Changers initiative?
GRAZIA Game Changers is one of our most meaningful editorial initiatives. It was created to spotlight individuals who are redefining success on their own terms — across fashion, culture, entrepreneurship and the arts.
It is not about fame or scale alone, but impact, originality and intent. The initiative has evolved into a recognisable GRAZIA franchise, with the potential to expand further into events, digital storytelling and community-building in the years ahead.
Beyond marking a successful three-year anniversary, what plans does GRAZIA Singapore have for 2026?
2026 is about scale with substance. We are looking to strengthen our digital ecosystem, grow our video- and event-led IPs and further position GRAZIA Singapore as a cultural authority — not just a fashion title.
There is also a strong focus on regional relevance and deeper audience engagement, while continuing to elevate the quality and collectability of our print product. Growth, for us, is about relevance as much as reach.
What is your perspective on the future of media, given the rise of ChatGPT and other AI platforms?
AI platforms like ChatGPT will undoubtedly reshape how media operates — particularly in areas such as efficiency, research and content optimisation. That said, they do not replace taste, judgment, or point of view.
The future of media belongs to brands that can offer perspective, curation and emotional intelligence. AI is a tool; storytelling, trust and cultural fluency remain inherently human strengths. Media that understands how to integrate both thoughtfully will thrive.
What do you consider your proudest achievement during your time at Heart Media Group?
I am most proud of helping to shape GRAZIA Singapore into a confident, recognisable brand with a clear voice and vision. Building something with long-term value — editorially, commercially and culturally — has been incredibly rewarding.
More than metrics, it is the fact that GRAZIA Singapore now stands for something distinct in a crowded media landscape. That sense of authorship and direction is what I value most.
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