As a global leader in antimicrobial and odor-control solutions, Microban is committed to expanding its reach and refining its strategies. Recently, Michael Ruby, Company President, embarked on a journey across Asia to gain on-the-ground insights into regional market trends, emerging customer needs, and new growth opportunities. This article highlights the top takeaways from the trip, focusing on the evolution of antimicrobial technologies and how Microban is positioning itself as the go-to brand in the Asia-Pacific region.
Q. Can you give us a snapshot of the key countries and cities you visited on this tour and explain why these locations were strategically important for Microban?
A. The tour began in Shanghai, China, a bustling metropolis that remains a central hub for Microban's operations in the Asia-Pacific region. The city is not only densely populated but also holds economic importance, making it a vital part of our strategy for growth in the region. We gained valuable insights into local market dynamics and future opportunities by meeting with our North China employee-owners, customers, and distributors.
Next, I traveled to Taipei, Taiwan. Taiwan, known for its strong local manufacturing base, is an island where many businesses focus on regional supply chains rather than heavy import-export. This creates an excellent opportunity for Microban to introduce solutions we’ve successfully implemented in other parts of the world, offering Taiwan’s manufacturers the ability to improve product durability and functionality.
The journey continued to Hong Kong and Shenzhen, where I observed the cities' distinct cultural and economic nuances. Despite their proximity, these locations have unique market characteristics that we must understand to better serve our partners. We collaborated with employee-owners in South China to refine our strategies and ensure we continue to meet the evolving needs of the APAC customer base.
Finally, I visited Bangkok, Thailand, which has emerged as a key manufacturing hub as companies look to expand their operations in Asia and move production outside of China.
Each APAC country has its own unique online, e-commerce, and social media platforms, which shape the selling experience for our partners and affect how the Microban promise is communicated to consumers. It became clear that we can do more to support our partners in telling the story of our brand and highlighting the enhanced functionality of products treated with Microban solutions.
Q. How have partner/customer needs and expectations in Europe and APAC evolved compared to previous years?
A. A theme confirmed many times over the trip was that in a post-pandemic world, there is inevitable fatigue related to antibacterial messaging and functionality. Even though the fraction of the general population that falls into the ‘germ concerned’ category has risen by 14% from 2020 to 2024, the consumer has gotten smarter and is focused not on the functionality of antibacterial performance but instead on the benefit of longer-lasting products. Improved product longevity and cleanliness are the brand promises consumers seek and respond to today. This shift is very clear.
Q. What emerging trends are you seeing in AM/OC solutions across these regions, and how is Microban positioned to address these trends?
A. The demand for recycled polyester fabric is now the standard, not a niche. Alongside this, bio-based fibers and foams are gaining ground, while increased waste streams—both post-consumer and post-industrial—are entering the plastics value chain. These shifts mean that raw materials for foam, plastics, and fabric are becoming more complex and ‘dirtier,’ creating an urgent need for effective material protection and odor control solution.
Q. Were there any surprising market demands or industry shifts that stood out during your conversations in the market?
A. There is a lot of energy being put into shifting manufacturing reliance to countries beyond China – those countries that I heard the most about are Thailand, Vietnam, Mexico, and the USA. There is a significant shift in low-cost textile production in places like Bangladesh and Sri Lanka, and significant investments are being made by Chinese textile companies in establishing mill operations outside of China. Much of this investment goes into India for higher quality and value materials. It is important to note that it is not a shift from Chinese companies to non-China companies, it is Chinese companies making these diversification investments into other manufacturing geographies in response to multiple forces. While new companies are being established and benefitting from the trend in those ‘receiver’ countries, the bulk of the share comes from diversification by Chinese entities.
Q. Are there any new partnerships or collaborations in these regions that you’re particularly excited about?
A. It would be hard for me to single out a select few. I am very excited about numerous partners that will launch to market in 2025 in the APAC region using Microban or Ultra-Fresh branding and our technology solutions. 2025 will be a very exciting and busy time for our teams in those regions, working hard to continue expanding the ‘eyeballs on our brands.’
Q. What were the three biggest takeaways from this recent trip regarding global business strategy?
A. 1) Microban’s value proposition does not change by region, but how we communicate it and help our partners communicate it must be tailored to the specific country, product, and channel.
2) Our technology has solved many problems in North America that have yet to be brought to the EMEA and APAC regions. A more concerted focus on bridging these existing solutions into partnerships in those regions is warranted.
3) The most important and powerful asset the Microban business has is its people. By continuing to focus on building best-in-class teams and a culture of high performance, we will continue to earn the right to be the global leader in product protection and set our partners’ products apart in the industry with the power of our Microban and Ultra-Fresh brands.
Q. As you reflect on your recent trip and the insights you gathered, what is your vision for Microban's future and its impact on the antimicrobial industry?
A. Our vision is clear: to build the most trusted global brands in ultimate cleanliness and product protection. Microban’s promise of “Protection that Lives On” and Ultra-Fresh’s focus on “Lasting Cleanliness and Freshness” drive us to innovate continuously. Expanding our capabilities—from odor control in non-apparel sectors to introducing functionalities like waterproofing, anti-pilling, and long-lasting coatings—will redefine Microban's value.
Conclusion
As Microban expands our Partnership Network, we are excited to introduce our innovative antimicrobial solutions to new markets across Asia. Contact our team of experts today to discover how Microban can assist your business with product protection and odor control.
