Dubai-based luxury PR firm House of Yugen expanded its regional operations in Europe with the opening of its third global office in Copenhagen, Denmark, on 1 March.

The official launch event was held at Kiin Kiin, the only Michelin Thai restaurant outside Thailand, with attendees including reigning Miss Universe Victoria Khær Thielvig and key influencers.

CEO and Co-Founder Josh Yugen highlighted Denmark’s sustainability and business culture as key factors in choosing Copenhagen as the firm's European headquarters.

"The level of consciousness to each other’s needs and wants to protect nature and finding ways to make sustainable personal and business solutions is what truly caught my heart and soul," Yugen said.

Founded in 2007, House of Yugen has grown into one of the Middle East's leading luxury communications agencies, working with high-profile clients such as Louis Vuitton, Rolls Royce, and Aston Martin Residences in Miami. The firm has also collaborated with global celebrities including Beyoncé, Ariana Grande, and Kylie Jenner.

Yugen's expansion also includes the firm's recent launch of operations in Manila, marking its first overseas expansion. With the Copenhagen office now operational, the firm plans further growth across Europe.

House of Yugen is also known for its involvement in global events, including the Cannes Film Festival, and for bringing Miss Universe contestants from Bahrain, Egypt, and Pakistan to the competition. The firm has made a name for itself by showcasing groundbreaking talent, including Erica Robin, the first-ever Miss Universe from Pakistan.

With a strong presence in travel, fashion, and entertainment, the company aims to continue its global expansion while fostering connections between the Middle East and Europe.