Choco Up, a leading growth financing platform for small and medium-sized enterprises (SMEs) in Asia, has appointed John Lim as Senior Adviser. Lim, a veteran business leader with over two decades of experience, will guide the company in fundraising, strategic partnerships, and regional expansion. His appointment comes as Choco Up seeks to expand its financing platform across Asia and strengthen its relationships with institutional investors and strategic partners.
Lim co-founded ARA Asset Management in 2002 and served as Group CEO for 18 years, transforming it into a leading real assets manager in the Asia-Pacific region. In 2022, ARA was acquired by ESR Group in a US$5.2b deal. Lim also chairs JL Family Office, which has invested over US$1b across various sectors, and serves as Chairman of the Asia Pacific Real Assets Association.
Lim stated, “Throughout my career, I’ve learnt that access to capital is only one part of building a successful business. The right relationships, trusted advice, and long-term thinking often make the biggest difference.” Percy Hung, Founder and CEO of Choco Up, added, “Mr Lim’s experience, perspective, and network will strengthen our ability to execute our vision whilst continuing to build lasting value for our customers, partners, and investors.”
Choco Up aims to become a long-term growth partner for SMEs by combining technology, flexible financing, and strategic partnerships. The appointment of Lim underscores the company’s commitment to supporting SMEs beyond financing, connecting them with the necessary capital, networks, and expertise to scale effectively.
