Choco Up Appoints John Lim as Senior Advisor to Support Fundraising and Regional Expansion

Announced on October 28, 2026, the appointment will see Lim advise Choco Up’s leadership team and help strengthen relationships with venture capital firms, family offices, financial institutions and other strategic partners.

John Lim Brings Extensive Business Experience

Lim co-founded ARA Asset Management in 2002 and served as its group CEO for 18 years. Under his leadership, the company grew into a major real assets manager in the Asia-Pacific region. ESR Group acquired ARA in 2022 in a US$5.2 billion transaction.

Lim currently chairs JL Family Office, which has invested more than US$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).

Choco Up Focuses on SME Financing Across Asia

Choco Up provides financing solutions for small and medium-sized enterprises (SMEs). The company aims to help businesses access the capital, industry connections and expertise they need to grow.

The appointment comes as Choco Up works to expand its financing platform across Asia and build stronger relationships with institutional investors and strategic partners.

John Lim said that access to capital is only one part of building a successful business. He highlighted the importance of strong relationships, trusted advice and long-term thinking in helping companies identify opportunities and grow.

Leadership Sees Strategic Value in the Appointment

Percy Hung, founder and CEO of Choco Up, said Lim’s experience in building businesses and developing relationships with institutional investors would be valuable to the company at this stage of its growth.

Hung added that Choco Up is establishing new strategic partnerships to strengthen its business ecosystem and make growth financing more accessible to SMEs across the Asia-Pacific region.

The appointment is expected to support the company’s efforts to expand its network and connect businesses with funding opportunities and industry expertise.

About Choco Up

Choco Up is a Singapore-based financing platform that supports small and medium-sized enterprises across Asia. The company focuses on helping businesses access growth capital and build connections with strategic partners as they expand.

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