DIB in 2025: Why Belonging is the Hardest (and Most Powerful) Part — And How We’ve Built It at Hey Rocket

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Across Southeast Asia, a lot of companies are starting to get the “D” in Diversity. Some are even working on Inclusion. But if we’re being honest? The “B” — Belonging — is the hardest one of all.

It’s not something you can force with a policy. It’s not a slide in your onboarding deck. Belonging is something you feel.

And at Hey Rocket, we’re proud to say… we’ve built it.

The Truth About “Belonging” in Asian Workplaces

In many Asian companies, work still runs on formality, respect for hierarchy, and sometimes, a little bit of fear. People show up, do their jobs, and go home. They don’t always speak up. They don’t always feel seen. And most definitely, they don’t feel like they belong.

Belonging isn’t about just being included in a meeting — it’s about feeling safe enough to speak, knowing your voice matters, and trusting that you don’t need to wear a mask just to “fit in.”

That’s why building belonging is so tough — especially in cultures where people are taught to blend in, not stand out.

How We Created Real Belonging at Hey Rocket (Without Forcing It)

We didn’t have a “belonging blueprint.” But here’s what we do have:

• A team that genuinely enjoys being around each other — not just during working hours, but after work too.

• Leaders who don’t create walls. Our founders listen, laugh, give honest feedback, and share the same tables and struggles as the rest of us.

• A culture where it’s okay to say “I don’t know,” to ask “what if,” and to suggest something totally different without getting shut down.

• A team vibe where hanging out isn’t forced team bonding — it’s just what we naturally want to do. Dinners, games, inside jokes, real friendships.

That’s what belonging looks like. And no, we didn’t get here by installing a ping pong table.

Why Most Companies Struggle With “B” (Even If They Mean Well)

They try to tick off DEI checkboxes, roll out campaigns, or write inclusive mission statements… but it still feels off.

Why?Because belonging isn’t built with rules or structure — it’s built with how you treat people every day.

• Do leaders listen without judgment?

• Are people allowed to speak their minds?

• Can someone be the quiet one and still feel valued?

• Do teammates look out for each other, not just themselves?

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At Hey Rocket, these are non-negotiables — not because someone said so, but because we care about the people we work with.

If You're an Employer Wondering Where to Start

You don’t need to launch a huge “belonging initiative” tomorrow. But if you want to build a company where people actually want to stay, start with this:

• Drop the ego. Leaders who act like they’re above the team destroy trust.

• Care beyond KPIs. Your people aren’t just resources — they’re real humans with lives, emotions, and wild ideas.

• Make space for relationships. Belonging doesn’t happen between 9–6 only. It grows in Slack DMs, team lunches, post-meeting laughs, and even frustration you work through together.

Final Thoughts: Belonging Isn’t Easy — But It’s Worth It

In Asia, Diversity is happening, Inclusion is improving, but Belonging? That’s still rare.

At Hey Rocket, we didn’t aim to build a “perfect culture.” We just focused on being real with each other, showing up with respect, and staying human.

And the result? A workplace where people aren’t just tolerated — they’re celebrated. Where teammates choose to hang out after work. Where showing up as your full self doesn’t feel risky — it feels right.

That’s belonging. And we’re proud to say, we’ve got it.