PASEO
How PASEO Partnered with JoinSEA Fulfillment to Scale Operations and Deepen Consumer Engagement
About PASEO
PASEO is a flagship tissue and hygiene brand under Asia Pulp & Paper (APP), a global leader in sustainable pulp and paper manufacturing and part of Sinar Mas Group, one of Indonesia’s largest conglomerates.
Known for its premium softness, strength, and eco-friendly production, PASEO has become one of the most trusted tissue brands across Singapore, Malaysia, Indonesia, and the wider Southeast Asian region. The brand offers a comprehensive range of facial tissues, kitchen towels, bathroom rolls, and hygiene products that combine comfort, quality, and sustainability.
Through continuous innovation and a strong commitment to environmental responsibility, PASEO continues to expand its reach across modern trade, retail, and e-commerce channels in Asia, serving millions of consumers with products made from responsibly sourced materials.
Category: FMCG | Tissue & Hygiene Products
Company Size: Global Brand (Active in 120+ countries worldwide, with strong operations in Southeast Asia)
Location: Regional presence across Singapore, Malaysia, and Indonesia
Goal:
Enhance regional fulfillment and logistics capabilities to meet growing e-commerce demand, optimize inventory management across multiple channels, and strengthen sustainability practices through efficient returns and recirculation workflows.
Solutions Used:
- Fulfillment Services | JoinSEA provides end-to-end warehousing and last-mile delivery solutions for PASEO across Singapore and Malaysia, ensuring faster order processing, real-time tracking, and cost-efficient logistics management.
- Inventory Optimization | Through JoinData, PASEO gains real-time visibility and control over its unified stock pool across retail and e-commerce platforms, reducing stockouts, improving sell-through, and streamlining replenishment.
- Returns & Recirculation | JoinSEA supports PASEO’s sustainability goals through a structured returns-handling process — including product inspection, restocking, and redistribution — aligning with APP’s environmental responsibility commitments.
PASEO × JoinSEA: A Partnership That Started in 2025
At mid-2025, PASEO embarked on a new chapter by partnering with Join SEA as its regional fulfillment and supply-chain service provider.
This collaboration extends beyond conventional logistics support — Join SEA plays a pivotal role in optimizing PASEO’s end-to-end fulfillment operations across both offline retail and the rapidly expanding e-commerce landscape in Southeast Asia.
From centralized warehousing and integrated inventory management to data-driven last-mile delivery solutions, Join SEA enables PASEO to deliver its premium tissue and hygiene products to consumers faster, more reliably, and more sustainably.
By combining robust fulfillment infrastructure with localized market expertise, Join SEA helps PASEO strengthen operational efficiency, enhance customer experience, and ensure seamless omnichannel performance.
This partnership signifies a new phase where PASEO’s global commitment to quality and sustainability meets Join SEA’s innovative execution and regional capabilities — creating a synergy that drives scalable growth, operational excellence, and consumer trust across Singapore, Malaysia, and the wider Southeast Asian region in 2025 and beyond.
Day 1: PASEO × JoinSEA
It was more than a partnership announcement — it was the beginning of a collaboration grounded in trust, precision, and a shared vision to deliver everyday essentials with quality and care.
On Day 1, our mission was clear. Join SEA became PASEO’s regional fulfillment and supply-chain partner, taking on the responsibility of managing inventory, streamlining warehouse operations, and ensuring every pack of PASEO tissue and hygiene product reached consumers and retailers swiftly and reliably.
The first shipment left our fulfillment center with purpose and pride. Behind the scenes, our teams synchronized stock across multiple channels, optimized routes, and coordinated last-mile delivery — bringing PASEO’s eco-friendly, high-quality products to homes and stores with new efficiency and consistency.
Day 1 was not just about launching operations; it was about setting a benchmark for excellence, transparency, and collaboration. From that very first dispatch, Join SEA and PASEO began building a story of partnership and progress — one carton, one delivery, one satisfied customer at a time.
Beyond Day 30: PASEO × JoinSEA
What began as a new partnership quickly evolved into seamless collaboration. Processes became synchronized, inventory accuracy improved, and every outbound shipment began to reflect PASEO’s global quality standards powered by Join SEA’s local execution.
The first 30 days were about proving capability. Could we manage the scale and precision of PASEO’s regional fulfillment needs across multiple channels? Could we ensure every carton — from household tissue to hygiene essentials — arrived on time and in perfect condition?
Each successfully dispatched order and each satisfied customer became the answer: yes, we could.
But “Beyond 30” isn’t about looking back — it’s about moving forward. The partnership has progressed beyond setup and integration. The focus now is on scaling operations, sustaining consistency, and achieving long-term efficiency across Singapore, Malaysia, and beyond.
For PASEO and Join SEA, the journey ahead is about how far data, precision, and partnership can take us when they move in harmony — delivering not just products, but trust and excellence to every household we serve.
A shared journey toward long-term success
The collaboration between PASEO and Join SEA has proven to be more than a fulfillment partnership.
It is a long-term alliance built on shared vision, mutual growth, and a collective commitment to deliver quality and care to every household. With each shipment fulfilled, each inventory cycle optimized, and each delivery completed with precision, we move forward together — driving efficiency, trust, and sustainability at every stage of the journey.