Singapore’s first gay men’s magazine, Element, is launching the Asia Pink Awards this year.

The award ceremony, which will be held towards the end of 2013, will honor the most LGBT-friendly brands in Asia in categories such as entertainment, travel and fashion. Individuals will be awarded in categories such as Favorite Style Icon and Favorite Bachelor.

‘We want to acknowledge those who have a nondiscriminatory approach towards the LGBT community and also want to find out what exactly are the brands we adore dearly,’ said publisher of Element magazine Noel Ng.

‘I’m talking about awarding those who are truly gay-friendly ones and contributed to the community. [Just] Putting up a rainbow flag at the door doesn’t work.’

Nominations for the Asia Pink Awards will be chose by a board of industry experts from the LGBT community. When the nominations are announced members of the public can vote via Element magazine.

Element launched last month in Singapore, published online only to bypass the city-state’s censorship laws.

Since its launch the magazine has been downloaded 9,540 times in Singapore, 3,960 times in Malaysia, 3,580 times in greater China (including Hong Kong and Taiwan) and 1,025 times in other territories.