Advanco Opens APAC Office as Mandatory Global Serialization Regulations Increase Across the Life Sciences Sector

Advanco, the globe’s largest independent serialization solutions provider for the pharmaceutical and life sciences sector, continues ongoing growth trajectory with the opening of an APAC office based in Singapore.

Advanco Opens APAC Office as Mandatory Global Serialization Regulations Increase Across the Life Sciences Sector

– The APAC office has been established to meet existing customer demand and the impact of increasing global stringent pharmaceutical regulations.
– APAC CEO, Herbie Leung, and APAC Business Operations Director, Violet Chua, will lead advanco’s APAC operations.
– Advanco is a portfolio company of Parabellum Investments, the family office of its founder and CEO, Rami Cassis.

Advanco, the globe’s largest independent pharmaceutical and life sciences track and trace solutions provider, has announced the opening of an office in Singapore to service the APAC region.

The establishment of the office comes as governments across the globe increasingly mandate pharmaceutical manufacturers to incorporate stringent serialization solutions in an ongoing battle against the distribution of fake medicines. Pharmaceutical serialization provides consumers with the confidence that the drugs they are taking are genuine rather than the counterfeit versions.

The CEO of the APAC region is Herbie Leung, and the Business Operations Director is Violet Chua. Advanco’s products, including its industry-leading ARC platform, will be resold across the APAC region exclusively by SGV, which is owned by Herbie Leung and has been established across the APAC region for many years.

Herbie Leung brings some 16 years’ leadership experience in the IT Services Industry, including holding the position of APAC CEO for Atos since 2007. He also spent over 28 years with Schlumberger Oilfield, holding leadership positions in China, Canada Alaska, Europe, Africa, and the CIS Region and at the headquarters for the Wireline & Testing Division. Violet Chua brings significant professional experience to advanco, including SAP consulting, business operations, marketing and communications, human resources, and leading cross-border teams with global organisations.

It is estimated that some 80 per cent of countries mandate some form of serialization, including a recent growth across APAC countries such as China and South Korea. China mandates the use of a proprietary 20-character Drug Electronic Administration Code (DEA Code/eCode), with South Korea making it mandatory for designated drugs and prescription drugs to have serial numbers in GS1-128 code.

Alf Goebel, CEO of advanco, said: “Serialization and automation services are expected to experience a surge in demand over the coming years, largely because of the global adoption of complex pharmaceutical regulations to combat the grave threat of counterfeit medicines. The opening of the APAC office will complement advanco’s existing operations across the US and EMEA and play a significant role in meeting the regulatory demands demanded by the pharma and life sciences sectors, both globally and across the APAC region itself.

“I look forward to working alongside Herbie and Violet, both of whom bring experience, gravitas, and deep industry insights, gained from their impressive senior leadership credentials. The year 2024 is set to be a pivotal year, both for the serialization solutions sector and for advanco itself, and I look forward to the opportunities that lie ahead.”

Advanco’s office network now comprises of locations in Brussels, Cologne, Istanbul, London, San Francisco, Princeton, Singapore, and Sofia.


As the leading provider for Levels 2 to 5 Item Level Serialization, advanco has been offering extensive, holistic and mission critical solutions in the fields of supply chains and track and trace since the early 1980s. In addition to serialization, advanco covers all aspects of the manufacturing consulting process across the entire supply chain, including everything from raw material handling to process flow and equipment specification right through to the distribution and warehouse stage.

Advanco’s industry-leading software platform is known as ARC. This end-to-end solution works seamlessly through manufacturing, packaging, and along the entire supply chain, featuring track and trace.

The software is customized to suit current and future needs, while optimizing existing customer systems. The ARC solution offers maximum flexibility, extremely high security, and governmental compliance, without sacrificing quality standards. The result provides customers with a significant competitive advantage.

More information can be found at

Check out the press release featured in Pharmaceutical Commerce for additional insights:

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