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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.
Hashtag: #Insurance #AXAGlobalHealthcare
https://www.axaglobalhealthcare.com/en/
https://www.linkedin.com/company/axaglobalhealthcare
https://www.instagram.com/axahealth/
https://www.youtube.com/c/axaglobalhealthcare
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.
Media OutReach
Industry expert Jason Gerlis has been appointed as the Chief Revenue Officer at GoGlobal
With more than 15 years’ experience in helping businesses to scale internationally, his role will be to drive revenue growth at GoGlobal, align this to delivery excellence and add long-term value to those companies looking to expand and operate overseas.
“I’m delighted to welcome Jason into the fold,” states Jeremy Wastall, CEO at GoGlobal. “His extensive industry knowledge and global corporate services background support our strategy to deliver best‑in‑class business expansion and operational solutions to clients looking to enter new markets compliantly, and at speed.”
His appointment is also in-line with the company’s aim to build a business where cultural fit and mindset are just as important as experience.
“Alongside his impressive experience, Jason’s approach to leadership aligns with our brand values. I have full confidence in his ability to create a world-class environment where his teams will grow and excel,” adds Jeremy.
The move follows a series of recent senior hires and strategic investments designed to enhance GoGlobal’s ambitious growth plans, which include greater geographic reach, deeper technology capabilities and the continued development of market-winning solutions for clients.
Independence and long‑term focus
Explaining what drew him to GoGlobal, Jason points to the company’s independence and investment strategy.
“GoGlobal’s independence is a real strength,” he states. “It gives the business the freedom to invest in what genuinely matters to clients and focus on building sustainable, future growth. That long‑term perspective leads to better client outcomes, stronger partnerships and a more engaged, motivated workforce.”
Jason also highlights the company’s culture which is deeply grounded in servicing clients’ needs as a reason to join the business. He notes: “Understanding, consistency, collaboration and responsiveness are at the foundation of GoGlobal’s approach to client service, all of which resonate with me.
“And it’s these values and business ethics that truly set GoGlobal apart,” he concludes.
Strengthening global networks
Based in Charlotte, USA, Jason will spend his first months in the role engaging closely with GoGlobal’s global clients and partner ecosystem, while helping shape the company’s long‑term commercial strategy.
“I’m excited to work with clients across the full spectrum — from fast‑growing start‑ups and venture / private equity‑backed businesses to large multinationals — as we continue to build GoGlobal’s future roadmap,” he states.
Prior to joining GoGlobal, Jason spent five years as Global Head of Corporate Services at Ocorian and held several senior leadership roles at TMF Group over seven years, including Global Head of Consulting and Regional Director for North America and the Caribbean.
Hashtag: #GoGlobal
https://goglobal.com/
https://www.linkedin.com/company/goglobalgeo/
Wechat: GoGlobal环瑀
The issuer is solely responsible for the content of this announcement.
GoGlobal
GoGlobal – the global expansion business – helps companies set up and manage global operations compliantly and confidently. By combining global expertise with local execution, GoGlobal supports market entry, M&A activity and vendor consolidation through a single point of accountability.
Founded eight years ago in 2018, GoGlobal has grown from a startup into a fully decentralized global organization, supporting thousands of clients with their own growth stories.
It now has over 450 internal employees, operating across 85+ countries, and has enabled more than 1,000 clients to establish and manage their global operations across 145 markets.
Services include entity setup, compliance and management; accounting and tax services; HR and payroll support; Employer of Record (EOR); and Independent Contractor Solutions (ICS).
GoGlobal is headquartered in Tokyo but the leadership and operational teams are worldwide, enabling seamless support across time zones.
Media OutReach
Korean Liquor (K-SUUL), Raises Its First Flag for Globalization on Asia’s Largest Stage
“K-SUUL Pavilion” to Open for the First Time at the HKCEC on May 26-28
HONG KONG SAR – Media OutReach Newswire – 10 June 2026 – The National Tax Service of Korea (Commissioner: Lim Kwang-hyun), for the first time, opened the “K-SUUL Pavilion” at Vinexpo Asia[1], which was held for three days from May 26 to 28 at the Hong Kong Convention and Exhibition Centre (HKCEC).
The opening of the “K-SUUL Pavilion” was served as a key milestone in raising the global profile of Korean alcoholic beverages and expanding overseas exports.
At the inaugural “K-SUUL AWARDS” held by National Tax Service of Korea last December, 175 small and medium-sized liquor producers from across Korea submitted a total of 366 products. Following document screening and blind testing, 12 products were selected.
The award-winning liquors, selected through a fair judging process with the participation of Korean citizens, was introduced to the global market through this exhibition, marking their first step toward overseas expansion.
The “K-SUUL Pavilion” was operated through cooperation between the National Tax Service of Korea and the liquor industry and association (the Korea Alcohol and Liquor Industry Association). It was designed as an integrated promotional platform to strengthen the export competitiveness of Korean alcoholic beverages and develop overseas sales channels.
The “K-SUUL Pavilion” was operated with a total of 16 booths (display and tasting booths), and 12 companies — including winners of the K-SUUL AWARDS — participated to hold consultations with overseas buyers.
Participating companies ranged from traditional liquor breweries to regional soju producers and major liquor companies, showcasing the diverse spectrum of Korea’s alcoholic beverage industry on a single stage.
In addition to the booths operated by the 12 participating companies, a dedicated booth was set up exclusively to showcase the award-winning liquors, further highlighting the significance of the K-SUUL AWARDS.
At the venue, promotional videos of the award-winning liquors were screened, while English-language brochures and souvenirs were distributed to attract local buyers and visitors to raise awareness of Korean alcoholic beverages.
In addition, meetings with the organizers of Vinexpo Asia, overseas buyers, and distribution industry officials were also held to identify rapidly changing global liquor market trends and assess the overseas expansion potential of Korean alcoholic beverages.
Han Yeong-seok Fermentation Research Institute expressed gratitude for being given the opportunity to participate in the exhibition, saying, “It was meaningful to showcase our award-winning liquor, ‘Dohan Cheongmyeongju,’ on the same stage as liquors from around the world through this exhibition. We did our best to promote Korea’s unique fermentation culture and the value of Korean liquor to the world.”
Going forward, the National Tax Service of Korea will continue to enhance the substance of the K-SUUL AWARDS, continuously discover outstanding liquors from promising small and medium-sized enterprises, and will actively support the globalization of Korean liquor (K-SUUL) by promoting it both domestically and internationally and helping these businesses expand their sales channels.
Hashtag: #K-SUUL
The issuer is solely responsible for the content of this announcement.
Media OutReach
YesAsia Holdings Advances Dual-Engine Strategy with First YesStyle Concept Store in the US
Driving O2O Synergy: Expanding Offline Reach to Complement B2C Strategy
Celebrating 20 years of delivering trending Asian products worldwide, YesStyle has transformed 1,500 square feet into an immersive retail fantasy. Serving as a strategic extension of the Group’s core B2C business, this new physical footprint enhances offline visibility and reaches a wider demographic of consumers who value hands-on product discovery and immediate purchase. The store offers a “Yesful playground” where beauty lovers can connect with over 60 Asian brands, featuring interactive makeup stations with beloved K-beauty labels like UNLEASHIA, dasique, fwee, and rom&nd, alongside a customizable mask bar. This experiential retail environment functions as a powerful, culturally rich marketing engine, generating offline brand awareness and foot traffic that seamlessly feeds into the digital platform, creating a complementary offline-to-online (O2O) loop that supports repeat purchases and maximizes customer lifetime value (LTV).
Mr. Joshua Lau, Founder, Executive Director and Chief Executive Officer of YesAsia Holdings said: “The launch of YesStyle‘s retail store marks a significant milestone for our brand, as we bring our top-tier and bestselling K-beauty products, along with advanced skin care innovation, into an offline setting for customers in the Bay Area. The Bay Area holds a special place in our history as the city where the Group was founded and where our first office was established. Opening our first YesStyle beauty retail store here feels like coming home and reinforces our commitment to continue innovating and delivering exceptional experiences to our customers, both online and offline.”
Empowering the B2B Wholesale Business AsiaBeautyWholesale (ABW) Growth
This physical retail expansion also creates substantial value for YesAsia Holdings’ B2B operations, ABW. By physically showcasing a curated yet expansive selection of bestselling Korean beauty brands, including SKIN1004, Medicube, Anua, Dr. Althea, Beauty of Joseon, COSRX, and more, in a premium US retail environment, YesStyle acts as an effective market-testing ground. The elevated brand awareness and consumer validation generated at the retail level will bolster confidence among other local US retailers and distributors, effectively catalyzing B2B orders and driving synergistic growth across both of the Group’s core business modules.
Hashtag: #YesAsia #YesStyle
The issuer is solely responsible for the content of this announcement.
About YesAsia Holdings Limited (02209.HK)
Established in 1997, YesAsia Holdings is a leading e-commerce platform operator recognized for its expertise in identifying and procuring quality Asian beauty, fashion, lifestyle and entertainment products. Headquartered in Hong Kong, the Group deliver products promptly and efficiently to a global audience through its strong ties with over 400 leading Asian beauty brand and supplier partners. The Group operates three major platforms: YesStyle, an e-commerce B2C platform for serving the increasingly popular Asian beauty, fashion and lifestyle products, particularly Korean beauty products; AsianBeautyWholesale, a B2B platform for Asian beauty products; and YesAsia, an e-commerce retail platform for entertainment products. YesAsia Holdings is a constituent of the MSCI Hong Kong Micro Cap Index.
For more information, please visit the Group’s official website: https://www.yesasiaholdings.com/
About YesStyle
YesStyle, a global B2C online retailer under YesAsia Holdings Limited. (02209.HK), is the go-to destination for the largest selection of authentic Asian beauty, fashion, and lifestyle products. As an authorized retailer of 400+ premium K-beauty brands, YesStyle aims to help everyone find their ‘yes!’ through innovative beauty inspired by Asia, friendly guidance and smart prices since 2006.
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