“Understanding local realities before defining system solutions”
In developing overseas markets, the real challenge is rarely a lack of opportunity. More often, it is the gap between what we think a market needs and how projects actually work on the ground.
For window and façade systems, differences in climate, building types, project processes, and performance expectations vary widely from one region to another. Without firsthand exposure, decisions made from a distance can easily drift away from real project conditions.
For SunFrame, market development does not begin with product output. It begins with being on the ground and understanding real project conditions firsthand.
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At SunFrame, this “local-first” approach to market development is not a recent concept. It has been practiced since the early stages of the company’s establishment.
From the outset, SunFrame’s management and business teams recognized that a market cannot be truly understood through drawings, emails, or meetings alone. Genuine insight requires direct exposure to local project environments.
For this reason, SunFrame’s senior leadership and core business teams have consistently traveled to Southeast Asia, Africa, the Middle East, and Latin America, working directly within local markets.
Many of these regions involve long travel distances and complex operating conditions. Rather than focusing on short-term costs or convenience, the team chose long-term presence and sustained engagement to understand local construction demands, project workflows, and collaboration models.
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Based on this principle of “understanding first, deepening later,” SunFrame’s overseas market development has never been a one-time effort, but a long-term path continuously refined since the company’s early years.
Today, SunFrame has built a solid market presence in the Philippines, Qatar, Kenya, Guyana, and Rwanda, supported by local offices in Qatar, Kenya, Guyana, Saudi Arabia, and Malaysia.
These on-the-ground teams allow for quicker response, closer coordination, and more effective support throughout project execution and long-term collaboration.
This footprint has been built over time through consistent local engagement, rather than short-term market entry efforts.
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This market philosophy is also reflected in how SunFrame participates in industry exhibitions.
For SunFrame, exhibitions are more than venues for product presentation; they function as on-site working settings where market assumptions are validated through direct, face-to-face interaction.
In 2023, SunFrame participated in industry exhibitions in Saudi Arabia and Dubai, engaging closely with Middle Eastern markets where system performance and engineering coordination are critical.
In 2025, SunFrame expanded further into Indonesia and Brazil, while returning again to Saudi Arabia and Dubai to observe market evolution across different regions.
By entering the same markets repeatedly rather than appearing once, SunFrame gains a clearer understanding of how local needs evolve over time and avoids applying a single system logic indiscriminately across different markets.
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The value of on-site market research lies not only in observation, but in translation.
Insights gained from exhibitions and long-term local engagement continuously inform how SunFrame positions its window and façade systems across different markets.
Across system performance, design flexibility, and engineering coordination, SunFrame places greater emphasis on responding to real project conditions rather than relying on standardized outputs.
This approach helps minimize early-stage misalignment, improves overall system compatibility, and leaves room for future upgrades as project needs continue to evolve.
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At SunFrame, market development is understood as a long-term effort. Its foundation is not short-term results, but the accumulation of understanding and trust over time.
Today, SunFrame’s senior leadership is leading an expanded business team into more regional markets, continuing to explore emerging demands and collaboration opportunities, with the aim of bringing SunFrame to a broader international stage.
Looking ahead, SunFrame will continue to follow a fundamental principle: be on site before making decisions—steadily advancing deeper market understanding and long-term global partnerships.
