Acing it in Asia: Strengthening our presence across the region

Lasse Benjamin Jokela in Kuala Lumpur

When opportunity meets ambition, it often leads somewhere new. For Lasse Benjamin Jokela, that journey has recently taken him from Stavanger to Malaysia – stepping into a new role as Sales Manager where he is focused on strengthening Ace and Varel’s presence, and supporting completions, across Asia.

Prior to joining Ace in October 2022, Lasse had already spent five years living and working in Asia, so this move was a natural next step.      

“It’s a region I’ve always been drawn to, both professionally and personally,” Lasse explains. “So, when the opportunity came up, it felt like the right time.”

His relocation follows Ace’s continued growth and the increased opportunities created through the acquisition by Varel Energy Solutions in 2025.

Delivering value on the ground

Now based in Kuala Lumpur, Lasse is working across business development, sales leadership and relationship building, helping operators and partners fully understand the value behind our technology portfolio.

That value is clear. The Ace and Varel solutions are designed to improve safety, reduce operational complexity and deliver cost efficiencies – key priorities for operators worldwide. But as Lasse highlights, being on the ground is essential when it comes to building trust and driving adoption.

“In this region, relationships are everything. Being present allows us to respond faster, support customers more effectively, and really understand the challenges they’re facing in the field.”

Local insight, global perspective

Beyond the professional opportunity, the move also reflects a strong personal connection to the region. Lasse’s previous experience in Asia - including time spent studying and working in Beijing and Taiwan - means he not only understands the business landscape, but also the cultural nuances that shape it. He speaks multiple languages, including Mandarin, and values the ability to connect with people on a more local level.

“It definitely helps when you can communicate more directly and understand the culture. It builds stronger relationships,” he says.

Lasse with his colleagues

Settling into a new way of life

Life outside of work has also been an easy transition. Lasse moved to Malaysia with his Taiwanese wife and is embracing everything the region has to offer - from its multicultural environment to its diverse and vibrant food scene.

“The people are very welcoming, and they like to show you around. It’s common to go out for lunch every day with your colleagues as a way of team building.”

He adds, “I love the food. There’s so much variety, and it reflects the mix of cultures here – it’s something I really enjoy.”

A region of opportunity

Professionally, he has already hit the ground running. In just his first month in the new role, he has attended industry events such as OTC Asia and reconnected with contacts built through previous visits to the region.

For Ace, this move represents more than just a relocation. It’s a clear step towards building a stronger, more responsive presence in a key growth market, supporting both existing partners and new opportunities across Asia.

“Asia has always been an important area, but it’s been hard for us because we’re a small team, visiting for a week and then travelling back to Norway. Being present and working closely with clients is the real lynchpin in identifying our point of entry.”

There is also significant variation across the market.

“In Malaysia, activity is quite slow at present, but then you have Indonesia, which is booming, so this will be a big focus area for us. There’s also a lot of potential in Vietnam, Thailand and Brunei. Ace already has a small foothold in the Australian market, but we would like to explore this further.”

Looking ahead

And for Lasse, it’s about making an impact where it counts.

“It’s exciting to be back in this part of the world and play an active role in this growing market,” he says. “I’m looking forward to helping shape how we work here, build a network, and ultimately deliver better outcomes for our customers.”

Find out more about our Sales Team representatives here