Spotlight on Hugo Sterkenburgh - Director at Equasia Group

Hugo Sterkenburgh worked in international corporate banking for over 19 years across global financial hubs, including Amsterdam, Shanghai, and Hong Kong. As an executive, he led various business lines and specialized supporting departments responsible for servicing international corporates in Europe and Asia. He recently joined Equasia Group as Director. 
 

Can you tell us about the origins of Equasia and how it has expanded over the years?

Equasia started as a law firm in Shanghai over two decades ago and has since expanded to Hong Kong and Singapore, and recently collaborating with an associated office in Vietnam. Today, our Group supports companies as they navigate growth and ongoing operations across this region. We enable companies to focus on their core business by providing administrative, financial, legal and advisory services. Our offerings include corporate secretarial support, accounting & audit support, regulatory & compliance, intellectual property management & legal advice through our PRC law firm in Shanghai, strategy consulting & risk management, and ESG & sustainability consulting. By supplementing companies' in-house capabilities, we empower businesses to scale effectively and succeed in this dynamic market.
 

You recently joined Equasia as a director, how have the first weeks been for you?

The past few weeks have been exciting as I step into this new role, which enables me to support a diverse range of companies across the region. With years of experience working alongside international businesses, I am familiar with the market dynamics, regulations and requirements. What makes this transition particularly rewarding is the expansion beyond banking-related services into a much broader spectrum of business support. I now have the opportunity to collaborate with a talented network of experts, including several I had the pleasure of working with as far back as my time in Shanghai.

What challenges did you encountered that you didn't have in your previous job?

Having previously worked at large financial institutions such as ABN AMRO and Rabobank, one functions as a cog within a larger machine. Transitioning to a smaller consultancy firm, brings a greater variety in tasks, increased agility in decision-making, and more direct influence over outcomes, which all creates a more dynamic environment.

What do you bring to the table for Equasia?

My banking background equips me with valuable experience on how companies approach financial decision-making. While Equasia has strong expertise in administrative and regulatory requirements, I offer a financial perspective, helping clients efficiently manage their financial needs and navigate the banking landscape in Greater China and Southeast Asia. My experience in this area enables me to provide informed and strategic guidance to our clients.

What is Equasia´s biggest priority at the moment?

Our primary focus is strengthening and expanding our regional network. With a well-established presence in Shanghai and growing operations in Hong Kong, Singapore, and Vietnam, we continue to build strategic partnerships to ensure that Equasia Group serves as a true one-stop solution for our clients, providing all the services they need.

For example, within the Group, we have EQ+, which provides tailored strategic solutions for foreign companies operating within the Chinese market. Meanwhile, our ECOLOGIC team helps companies integrate responsibility, sustainability, and ESG standards into their operations across China and Southeast Asia.

Does Equasia use AI and how do you make sure that your team stays up-to-date with recent advancements in technology and AI?

Within the Group, we actively leverage AI tools to enhance productivity in our daily operations. However, the key challenge lies in utilizing AI in a way that delivers tangible value to our clients while maintaining a strong commitment to data security and privacy.

As a relatively small organization, we do not have the resources to develop custom in-house AI solutions. Instead, we rely on our external network to stay informed about the evolving opportunities AI presents. For example, we engage with the Dutch Chamber and regularly attend their seminars on AI, Blockchain, and Cybersecurity to stay up-to-date with the latest developments in these fields.

ESG (Environmental, Social, Governance) Compliance is becoming more important. How does Equasia address this?

 Within our Group, we have a dedicated team led by Mr. Paul van Brenkelen, called ECOLOGIC, specializing in the defining Environmental, Social, and Governance (ESG) norms for companies in various industries and supporting them in the implementation of their standards across China and Southeast Asia. Today, companies must go beyond applying these norms internally, they are increasingly expected to extend their ESG standards to their stakeholders and supply chains.

ECOLOGIC supports organizations conduct thorough due diligence on their operations and supply chains, ensuring alignment with both regulatory requirements and their own ESG commitments. This proactive approach enables companies to mitigate risks associated with ESG misalignment while successfully navigating an evolving and dynamic regulatory landscape.

Where do you think the biggest opportunities are for Equasia in the next few years?

In recent years, the landscape of business in Asia has grown increasingly diverse and complex. Not only has the region expanded its economic importance, but countries like China have also developed itself into a global leader in technological innovation. The opportunities and challenges that arise from this evolution vary across industries and companies, requiring tailored approaches. When combined with geopolitical risks and rising trade tensions, navigating the Asian market has become more complex than ever.

Equasia brings a wealth of experience to navigating Asia’s vibrant yet challenging markets. Our team of seasoned experts, each specializing in different fields, is dedicated to helping companies overcome these complexities. We add value to our clients by bridging some of their gaps in expertise, offering guidance in key areas such as governance structures, financial landscape, ESG strategies, taxation, and tariff regulations, ensuring our clients are equipped to thrive in this evolving landscape.

What is the biggest struggle of your clients that operate in China?

Regulatory opacity is frequently identified by foreign companies in China as one of their biggest challenges. A lack of clarity on the intricacies of local regulatory requirements and guidelines leads to uncertainty, creating obstacles that hinder business operations. To mitigate these risks, it is crucial for companies to seek expert guidance, ensuring they gain a clear understanding of the regulatory landscape and successfully navigate its complexities.

 
What do you hope to leave behind at Equasia?

My ambition is to contribute to Equasia’s reputation as the premier advisor for companies operating in China and Southeast Asia. By delivering high-quality support to the business of our clients, we aim to grow alongside them, helping to facilitate their success in this region. 

How will the coming period look for you?

The upcoming period is set to be quite busy; I can tell you. My priority will be to deepen my understanding of the specific services we provide as a Group, by collaborating closely with our colleagues across different areas. At the same time, I will be familiarizing myself with the clients to understand their business and requirements. I am looking forward to working with them.