40 Under 40 2025: Dylan Yu, Oppo

Dylan Yu

Head of marketing and ecommerce
Oppo Singapore
Singapore

When Dylan Yu arrived at Oppo Singapore, he inherited a brand known more for its affordability than its aspiration. The challenge was clear: how to shift perception in a market where local tastes, cultural nuance, and premium expectations matter. Five years on, that change is tangible. Oppo now ranks as the second-largest Android smartphone brand in Singapore, leading the mid-price segment and topping global foldable device sales. Yu’s approach combines careful market strategy with a good understanding of local culture—evidence that global brands thrive when localisation is executed with precision and insight.

To achieve this, Yu weaved in his new 4Ps strategy—product, place, people, and preference. Premium SKUs were introduced to position Oppo’s foldable phones to challenge Samsung in the flagship space. The brand's e-commerce presence was built from scratch and it extended into platforms like Shopee, Lazada, TikTok, and exclusive channels such as iShop at Changi Airport. Recognising the diversity of Singaporean consumers was important, Yu tailored content for niche segments, from Indian and Malaysian residents to photography enthusiasts and animal lovers, blending targeted campaigns with community engagement. Every initiative was designed to create authentic brand connections and loyalty—with sales to follow. 

Beyond the workplace, Yu actively contributes to Singapore’s community and talent development via the ‘Voices of Singapore’ initiative with NTU. He’s mentored 20 students in marketing strategy and offered the high performers internship opportunities. He also spearheads animal welfare initiatives through Oppo’s ‘Friends of Singapore’ programme and calls for public engagement and advocacy through the brand’s photography features.

Diversity and inclusion have been central to Yu’s work philosophy. He recognised early that Singapore’s multicultural landscape required a marketing approach that resonated across communities. By designing campaigns for Indian and Malay audiences, and leveraging the creative sensibilities of LGBTQ staff for fashion and art collaborations, Yu helped strengthen the smartphone operator’s brand image, cultural relevance, and employer reputation.

Peers and partners describe him as a leader who balances commercial sharpness with empathy and creativity. Leeno Yang of TikTok Shop calls him “an inspiring leader in e-commerce, pushing boundaries and shaping the future of digital retail.” 

His work demonstrates that growth and relevance are inseparable when strategy is paired with precision, creativity and human insight.