Choco Up, a leading growth financing platform for small and medium-sized enterprises (SMEs), has appointed veteran business leader John Lim as Senior Advisor. The appointment comes as Choco Up enters its next phase of growth. The company is expanding its financing platform across Asia while building stronger relationships with institutional investors, strategic partners, and the wider business ecosystem. Together, these capabilities will help Choco Up deliver more than financing by connecting SMEs with the capital, networks, and expertise needed to scale. As Senior Advisor, Lim will advise Choco Up's leadership team on fundraising, strategic partnerships, and regional expansion. He will also help deepen relationships with venture capital firms, family offices, financial institutions, and other strategic partners to support the company's long-term growth. Lim co-founded ARA Asset Management in 2002 and served as Group CEO for 18 years, growing the business into one of Asia-Pacific's leading real assets managers. In 2022, ARA was acquired by ESR Group in a $5.2 billion transaction. Today, he chairs JL Family Office, which has invested more than $1 billion across private equity, venture capital, real estate, and financial markets. He also serves as Chairman of the Asia Pacific Real Assets Association (APREA), where he continues to shape conversations around investment and capital markets across the region. John Lim, Senior Advisor of Choco Up, said: "Throughout my career, I've learned 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. Those qualities were evident in Choco Up from my earliest conversations with Percy and the leadership team. The SME financing landscape is evolving. Businesses today need partners who can do more than provide funding. They need partners who can connect them to opportunities, expertise and the right networks to support sustainable growth.” Percy Hung, Founder and Chief Executive Officer of Choco Up, said: "Mr Lim has spent decades building businesses, earning the trust of institutional investors, and creating long-term value across Asia. That experience is incredibly rare, and it comes at an important time in Choco Up's journey. As we expand our impact and make growth funding more accessible to SMEs across the Asia‑Pacific region, we are also establishing new strategic partnerships to strengthen our ecosystem. Achieving that requires more than technology and capital. It requires trusted relationships, strategic judgement and leaders who have successfully scaled businesses before. Mr Lim's experience, perspective and network will strengthen our ability to execute that vision while continuing to build lasting value for our customers, partners and investors" The appointment reflects Choco Up's continued investment in building the capabilities needed for long-term growth. By combining technology, flexible financing, and a stronger ecosystem of strategic partners, the company aims to become a long-term growth partner for SMEs across Asia. Re-disseminated by The Asian Banker
