About Synergy
We started with a brand, not a distribution company.
Synergy began with a frustration.
Nearly two decades ago, our founder Danny Zigal was building his own confectionery brand in Hong Kong. He had the product and the ambition, but couldn't find a distributor who cared about the brand in quite the same way he did.
So he decided to do it himself.
He rented a warehouse, filled it with product, loaded up a van and drove around Hong Kong convincing retailers to give his brand a chance.
Somewhere between the warehouse, the van and those first listings, an idea emerged:
What if there were a distributor that thought like a brand owner?
That idea became Synergy.
Built in Asia. Looking outward.
Our roots in Asia go back much further than Synergy.
Danny grew up in Hong Kong as part of a family that has been doing business in China for four generations. That combination — an instinctive understanding of this market and a curiosity for what's happening elsewhere in the world — still shapes how we operate today.
We travel. We taste. We watch how people are changing the way they eat and drink. And when we find a brand we really believe in, we don't simply import it.
We build it.
We work with founders and global brand teams to translate what makes their products special into something that resonates locally — from market entry, regulatory compliance and supply chain to retail strategy, marketing, sampling, e-commerce and brand building.
It's why our relationships tend to go well beyond moving boxes from A to B.
From one van to markets across Asia.
Since our beginnings in Hong Kong, Synergy has grown into an FMCG brand-management and distribution business operating across Hong Kong and Singapore, with a wider network across Asia-Pacific.
Along the way, we've helped introduce international brands through supermarkets, convenience stores, pharmacies, specialist retailers, e-commerce, hotels, restaurants and more.
The products have changed. The principle hasn't.
Find exceptional brands. Look after them as if they were our own. And introduce them to Asia properly.
Business can be better, too.
What we put on shelves matters. So does how it gets there.
In 2025, Synergy became a Certified B Corporation, joining a global community of businesses meeting rigorous standards of social and environmental performance, accountability and transparency.
For us, B Corp isn't a badge at the bottom of a website. It reflects where we believe modern FMCG needs to go: better products, more responsible consumption, stronger partnerships and businesses that consider their impact beyond the next sale.
We're still learning. We're still improving. And that's rather the point.
The next chapter
Asia's tastes are changing extraordinarily quickly.
Consumers are more curious. More informed. More international. They want products that taste great but increasingly expect more from the companies behind them.
That makes this the most exciting time we've ever seen to be in food and drink.
We're still travelling. Still tasting. Still discovering.
And after nearly two decades, we still get the same thrill from seeing something we discovered on a shelf in Hong Kong for the first time.
Synergy — A taste of the world, brought to Asia.
