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Launched in March 1999 during the depths of Asia’s worst financial crisis, The Asset saw an opportunity to create a

publication to satisfy the incredible thirst for useful information. “Our style is to explain, analyze and investigate issues or events,” wrote the editors in that first issue.

The editors also intended for The Asset to serve as a catalyst to bring the region’s leading issuers together with institutional

investors and their financial services providers in a community to share experience, best practice and discuss the topics that matter.

With the launch of the magazine, The Asset also commenced several related units in support of its objectives:

？TheAsset.com, which is to provide regular daily updates on news and views;

？Asset Benchmark Research, which is the dedicated research arm

of the group to gauge the views of Asian issuers and institutional

investors;

？The Asset Awards, which is to become the industry-defining

recognition of excellence for the best in corporate banking, finance and the capital markets.

？The Asset Events, which brings together the leading industry experts and participants to discuss and debate the key issues and benefit

from face-to-face networking.