Creative Content Studio · Based in Singapore
Creative direction for
modern wine culture in Asia.
At Maison Sumi, we craft wine content through an Asian lens.
We are culturally intelligent, artistic, and built for the way contemporary audiences engage with wine today.
OUR STUDIO
Wine has a
new visual language.
Wine content in Asia has spent too long borrowing from Western aesthetics — European estates, oak-panelled cellars, the same visual grammar repeated across every bottle. We don't do that.Maison Sumi is a creative content studio built around a single conviction: that the most compelling wine stories for Asian audiences are told through an Asian eye. Culturally fluent. Visually precise. Unhurried in the way of ink on paper."The craft of the storyteller is not to describe what happened, but to make the audience feel they were there."We work with wine brands, hospitality groups, trade bodies, and wine personalities across Southeast Asia — bringing strategic rigour and creative depth to every piece of content we make.
OUR SERVICES
What we can
build together.
Four disciplines, one coherent creative vision. Whether you are a producer entering Southeast Asia, a hospitality group building your wine narrative, or a personality defining your voice online — we work with precision and intention.
01
Social Media Content Strategy
A structured creative and editorial framework for your presence online — built around your audience, your market, and where you want to be in twelve months.· Platform strategy & channel architecture
· Content pillars & editorial calendar
· Audience & competitor intelligence
· Monthly performance review
02
Content Creation & Photography
Visual storytelling that earns genuine attention. Stills, motion, and copy — created with a consistent aesthetic point of view and made for the way Asian audiences actually consume content.· Art direction & creative brief
· Brand and product photography
· Reels and short-form videos
· Copywriting & caption strategy
03
Personal Branding for Wine Personalities
For sommeliers, educators, writers, and collectors building a credible, distinctive presence online. We establish the voice, the visual identity, and the strategy — then help you sustain it.· Digital identity & positioning
· Content voice & tone development
· Platform growth strategy
· Ongoing content partnership
04
Social Media Campaign Management
Launch campaigns, seasonal moments, and brand stories with a clear creative concept executed across every touchpoint — built to move people and deliver measurable results.· Campaign concept & creative direction
· Multi-format content production
· Launch strategy & sequencing
· Post-campaign analysis
OUR PORTFOLIO
Selected
Work.
We only take on projects we are confident of delivering. What follows is an intentional collection of projects where the brief was ambitious, the collaboration was close, and the outcome moved something.
01 Wine Importer, Product Photoshoot
02 Restaurant with a Wine Programme, Social Media Strategy & Content
03 Wine-Focused Private Members Club, Launch Event & Campaign
HOW WE WORK
Creative discipline
with strategic intent.
We do not produce content for the sake of frequency. Every brief begins with a clear understanding of your audience, your market position, and what you want people to feel. Then, we reverse-engineer the creative work from there.Our work sits at the intersection of wine expertise and creative direction. We understand the culture deeply, and we know how to translate it into content that earns genuine attention.
Jaclene Liew dipWSET, Founder & Creative Director
WSET Level 4 Diploma. Background in private banking and private equity. Based in Singapore, working across Southeast Asia.Maison Sumi exists because wine deserves to be told differently in this part of the world. She has the creative rigour and the cultural fluency this market requires.Her approach to social media is deliberately unconventional: growth is a by-product of relevance, not the goal itself. Every account she has built, including her own, has been grown around a clear point of view, not a content volume strategy.Follow her work below:
WHO WE WORK WITH
Built for those who
take craft seriously.
We work with a small number of clients at any given time. This is intentional. The work we do requires genuine attention, and genuine attention is finite.
Wine Brands & Producers: Estates, Négociants, and distributors building a credible, culturally intelligent presence in Southeast Asia. You make exceptional wine. We tell that story in a way this market actually responds to.
Wine Personalities & Educators: Sommeliers, critics, collectors, and educators who have built genuine expertise and want to be known for it online. We establish your presence with the same rigour you apply to your craft.
Trade Associations & Wine Importers: Importers, distributors, trade bodies, and wine promotion boards who need a creative partner that understands both the wine and the market. We translate what you represent into content Southeast Asia actually engages with.
On-Trade & Off-Trade: Restaurants, hotels, bars, and private members clubs whose wine programme deserves the same creative attention as the food, the space, and the experience. Content that makes people want to be in the room.
CONTACT US
Let's make something
worth remembering.
If you are building something considered and want a creative partner who understands wine deeply, we would like to hear from you.
Jaclene Liew | Studio Burgundy
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