Media OutReach
Early family and cultural adaptation support central to international assignment success – AXA Global Healthcare
Building on eight years of research, AXA’s latest study draws on insights from 689 HR decision-makers and 641 non-native assignees, offering a detailed view of the factors shaping international assignment outcomes.
The research found that family concerns (49%) cultural adjustment (47%) and social isolation (47%) are the three most common drivers for employees ending assignments early.
With the average cost of an international assignment rising by over 50% since 2017 to $79,636 per year above base salary, the case for preparing against these common drivers is made clear to HR leaders.
The importance of family, health and home
The research findings suggest a greater demand for early support beyond the logistics and legalities of moving abroad than that which is currently provided.
When asked, just 1 in 5 (20%) said their family received help with relocation services for their current assignment, yet one in three (33%) say they would expect this type of support from their employer for future placements.
Expectations outweigh provision on health-related assurances too. Whilst current support matches expectation for local health insurance, there is a seven-point gap between the global health insurance currently provided (32%) and the expectation for future assignments (39%). This demand falls in line with broader mobility trends – 73% of HR decision-makers expect more digital nomadism in their workforce over the next five years – global health cover caters to just that.
For organisations, this means reassessing what preparation involves.
“When we think about mobility strategies, the focus should not only be on business outcomes but on how well we prepare people, and their loved ones, for change.” says Ellen Hughes, Chief People Officer, AXA Health Business.
Assignment success requires adaptive support
Of assignments that end early, one in three do so because of difficulty adapting to local culture – and this has been a top three reason for early returns for the last eight years.
Demand for cultural preparation has also increased by 24% since AXA Global Healthcare’s last report in 2020, suggesting that assignees are becoming more aware of the importance of forward planning – and the latest research findings suggest wellbeing provision needs to meet expectations.
Language training support was found to be 12.5% short of expectation, while cultural adaptation support fell further behind, at nearly 20%. The nature of this support – whether it be learning a language or getting to grips with an entirely new culture – suggests that the key is in preparation well in advance of placement to give assignees a better shot at success.
Social isolation: creating the conditions for connection
Over half (54%) of assignees feel their mental health being challenged within the first three months of their assignment. At this point, the environment feels most unfamiliar and assignees that are not adequately equipped are most likely to struggle.
Isolation can be prevented in a variety of ways. The findings suggest expat forums (27%) and support groups (23%) are two valued support mechanisms for assignees. Opening up conversations about psychological preparation for the lifestyle change and providing connections through the workplace with buddy and mentoring systems can also be effective for establishing a social baseline for employees on placement.
Assignees themselves must also take responsibility. Excitement about a new posting can distract from thorough preparation for potential social challenges.
Sean Dubberke, intercultural specialist and Chief Learning Officer at professional training firm RW3 highlights: “Employees can often misunderstand relocation because of simple excitement. This adventurous enthusiasm can delay preparation for the practical and psychological realities of living in a new cultural environment.”
Personal preparation means thinking ahead – maintaining home connections, identifying how to build new ones, and understanding how daily social life will change.
Closing the awareness gap
Across all three areas, employers are providing more support than assignees recognise. Just 19% of assignees cited access to language preparation, against 36% of HR leaders who say they provide it. Similarly, 17% of assignees cited cultural preparation support, compared with 34% of HR leaders. Gaps are consistent for mentoring and buddy systems (28% vs 46%) and expatriate support groups (24% vs 45%).
This is not a problem with resourcing, but communication. Support covering exactly the family, cultural, and social challenges that can drive early returns exists, but isn’t reaching the people who need it. Closing this gap requires clearer communication from employers and active engagement from assignees.
The evolution of global mobility
Short-term placements are predicted to increase by 69% in the next five years and are predicted to shorten further with the rise of digital nomadism. As assignment models evolve, the risks of cultural disconnection, family strain, and social isolation won’t disappear – they’ll become more acute as the window for preparation gets shorter.
For HR decision-makers, two preparation priorities stand out: keep family, cultural, and social support central as these factors become more strongly linked to successful outcomes; and close the awareness gap through consistent communication and shared accountability.
“AXA Global Healthcare’s research demonstrates that in order for preparation to deliver the best outcomes, businesses should design mobility strategies which recognise the full experience of relocation, and individuals must actively engage with the support available to them. Only then can the value and investment at this stage of an assignment be realised.
By strengthening preparation at every level, we can create the conditions for mobility to deliver on its promise: growth for our organisations and meaningful opportunities and experiences for our people.” says Hughes.
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The issuer is solely responsible for the content of this announcement.
AXA Health International (AXA Global Healthcare)
AXA Health International is part of the AXA Health business and specialises in international health and wellbeing solutions. AXA Global Healthcare operates as one of the commercial entities functioning within AXA Health International, providing premium international health insurance to individuals and businesses worldwide and has been protecting the healthcare needs of globally mobile citizens for more than 60 years. Customers are supported in more than 200 countries through a global virtual doctor service, second medical opinion, personal case management, and evacuation and repatriation assistance, with access to AXA’s global medical network of over 2 million healthcare providers. For more information visit axaglobalhealthcare.com.
Strategic Selection: A Global Education Hub
For students planning to study abroad, choosing a university often means balancing academic reputation with a curriculum that aligns with current industry needs and global trends. Hong Kong’s blend of Eastern and Western cultures, strong academic institutions, and global career pathways makes it a natural draw. Through CUHK’s Scholarship Nomination Programme for Vietnamese students, Dat identified a programme that stood apart. “CUHK quickly became my top and only choice because of its strong reputation, supportive community, and the unique major I was passionate about,” he shared.
Bridging Technical Rigour and Holistic Education
Since joining the Faculty of Engineering, Dat’s academic experience reflects a broader transformation in engineering education. The SEEM curriculum continuously challenges students to think critically and solve complex operational problems. Its unique blend of engineering principles and economic theory equips students to tackle real-world business challenges. Dat has especially valued courses that combine quantitative problem-solving with practical business applications.
Beyond his major, CUHK’s University General Education courses has allowed Dat to explore interdisciplinary fields beyond engineering, reinforcing a holistic perspective that is increasingly valued by global employers.
A Vibrant Campus Environment and Cross-Cultural Connection
Outside the lecture hall, Dat has built a rich university life. He participates in cultural exchange workshops, joins language exchanges with international students, volunteers at campus events, and explores Hong Kong through hiking trips.
One memory stands out in particular: celebrating the Mid-Autumn Festival on campus with close Vietnamese friends. “Sharing these special cultural moments made me feel truly at home and gave me more confidence adapting to university life,” he noted. For Dat, CUHK is defined by the balance of academic rigour and inspiring community.
CUHK’s Systems Engineering and Engineering Management Programme
The SEEM programme prepares graduates to manage complex, data-driven systems across modern industries by integrating engineering technology with management. Key highlights include:
- Specialised Streams: Offers focused specialisation streams in Business Information Systems and Decision Analytics.
- Analytical Toolkit: Trains students in advanced mathematical tools including optimisation, stochastic modelling, and computer simulation.
- Technology at the Core: Infuses core engineering studies with cutting-edge expertise in machine learning, big data analytics, and artificial intelligence.
- Global Career Paths: Equips competitive graduates for prominent positions in asset management, information technology consulting, and e-commerce supply chain management.
For more information about CUHK’s undergraduate programmes, visit https://admission.cuhk.edu.hk/.
Hashtag: #CUHK
The issuer is solely responsible for the content of this announcement.
Media OutReach
#legend Celebrates 10+ Years with Major Digital Milestone as Chairman Bruce Rockowitz Highlights Next Growth Chapter
Founded in Hong Kong, #legend has developed into a recognized destination for readers seeking curated coverage at the intersection of luxury, culture, and contemporary lifestyle. The platform’s editorial scope spans fashion, watch and jewellery, beauty, music, art and design, dining, travel, tech, motors, and wellness, with a focus on the people and ideas shaping modern culture.
“The new readership milestone signals more than audience growth. It marks a broader phase of momentum for the brand as #legend increases editorial investment across its core Culture, Watch and Jewellery, Fashion, Beauty, and Lifestyle verticals while continuing to deepen relationships with luxury advertisers and collaborators,” said Bruce Rockowitz, Chairman of #legend. The print and digital publication currently works with 150+ brand partners, reflecting sustained market confidence in its editorial positioning and audience relevance.
Over the past 10+ years, #legend has published more than 100 cover stories featuring influential figures and culturally significant voices. That editorial body of work has helped define the brand’s identity in Hong Kong’s media space, where readers increasingly seek quality over volume and distinct perspective over generic content. As print and digital media becomes more fragmented, #legend’s growth points to continued demand for trusted storytelling with a clear cultural lens.
“Reaching more than 500,000 monthly readers on our digital platforms is an important moment for us, especially as we look back on over a decade of building #legend,” said Steve Rockowitz, CEO & Publisher of #legend. “It reflects the strength of our editorial direction, the loyalty of our audience, and the value of creating stories that connect culture with lifestyle in a way that feels relevant to Hong Kong and the region.”
As part of its next stage of development, #legend is placing greater emphasis on the categories that have shaped its readership base and brand identity. That includes continued focus on premium storytelling in culture, watch and jewellery, fashion, beauty, and lifestyle, along with expanded collaboration across its creative and commercial network. The company said these priorities are intended to strengthen both audience engagement and long-term partnership value.
The milestone also highlights the publication’s role in a changing luxury media environment, where advertisers are increasingly selective about context, audience alignment, and editorial quality. By combining scale with a distinct local voice and premium subject matter, #legend continues to position itself as a strong print and digital platform for both readers and brand partners in Hong Kong.
Bruce Rockowitz and the business of media growth
Bruce Rockowitz has recently spoken about the practical role of innovation and technology in building stronger businesses across media and other consumer-facing sectors. In reported commentary, he has emphasized the value of tools that improve personalization, audience engagement, operational efficiency, and subscription retention, while maintaining that creativity, judgment, and human connection remain central to brand building. That perspective aligns with broader industry shifts as digital publishers look for sustainable ways to grow audience loyalty and commercial relevance.
With its latest audience milestone, #legend is entering its next chapter from a position of measurable traction. The company’s 10+ year track record, 500K+ monthly readership, 100+ cover stories, and 150+ brand partners together reflect a publication that is not only established, but still building.
Hashtag: #legend
The issuer is solely responsible for the content of this announcement.
About #legend
#legend is Hong Kong’s premier digital destination for fashion, beauty, culture, and the extraordinary lives of the city’s most influential figures. Founded in Hong Kong, #legend has grown from a local publication into an influential voice in Asian luxury lifestyle media. The platform covers Culture, Watches & Jewellery, Fashion, Travel, Wellness, Design, Beauty, and related verticals, through print, digital, social media, and event experiences, with a mission to celebrate creativity, innovation, and the pursuit of excellence, connects influential audiences with the people, brands, and ideas shaping the future of luxury living.
For more information, visit: https://hashtaglegend.com/about
Media OutReach
5.096 Million Units Exported in Six Months: Beyond the Headline Figure, China is Reshaping Global Automotive Rules
The Chery Fulwin T7 (marketed overseas as the LEPAS L6) serves as a flagship model representing this transformation. Designed as a “born-global” vehicle, it adopts a reverse roll-out strategy—debuting in international markets prior to initiating domestic pre-sales.
Industry observers note that the significance of Chinese automakers participating in the formulation of global standards far outweighs mere export volume. Traditional automotive powerhouses are now poised to face increasingly formidable competitors.
The issuer is solely responsible for the content of this announcement.
