Passing the Pen Interview

Could you tell us a bit about your background, and what ultimately brought you to Hong Kong (and to the Dutch Chamber)?

Hong Kong has been “home” for 28 years. It’s strange thinking back now to when I first arrived as a young teenager with my family; it was my sister’s and my first time in Asia, and we only spoke very basic English. I remember it being a little “scary” having to adapt to an international school system. The culture shock was real, as I grew up in a very small village (farming community) in the province of Gelderland in the Netherlands and attended a very small school. It was my father’s job back then that brought us here - he worked for an American company, specialising in imaging systems. Originally, however, I’m Korean and was adopted as a baby, perhaps ending up back in Asia was always meant to be.

I quickly adapted to Hong Kong as I grew older. I really started embracing the city, especially the vibrant hospitality scene, which had always fascinated me even as a young child. It was all happening back then, people wanted to see and be seen – to really impress, there was something to do every night, new restaurants were popping up every week, private clubs were trending, luxury hotels had an “old-school” charm about them, and I just wanted in. Consequently, my career started at a young age, and I worked my way up. I started in the operational side of hospitality and after a few years, I was given the opportunity to work in marketing and communication teams. From managing VIP relations to curating unique experiences, from global partnerships to managing seasonal and tactical campaigns and from building loyalty programmes to enhancing digital strategies, I’ve done it all and have enjoyed it tremendously. I have worked with some of the best in the industry - including celebrity and Michelin Starred chefs – and have managed offices regionally. I can truly say that hospitality is a mindset, not a job – it’s a way of living and behaving.

True hospitality involves creating a “friendly emptiness” where strangers can enter and feel safe enough to be themselves, rather than changing them to fit an agenda. I believe these values led me to the DutchCham. Building rapport, fostering relationships and businesses, promoting a sense of community and business growth are things I enjoy and have been good at – I look forward to continuing this work in a different environment.  

What appealed to you most about the role of General Manager, and why was this the right moment for you to take this step?

I was scrolling through the very detailed job ad one evening, and each bullet point resonated with me - not just professionally, but also on a personal level. Relationships and networking, high-stakes event management and planning, customer-first mindset, adaptability, representing and promoting the local economy. I believe that by leveraging my hospitality marketing background, I can bring a focus on customer-centricity and operational excellence that will help members feel valued and supported. 

After years of working for different groups and after some transitional moments in life, I felt it was time for a significant change and something new. After all, it is the Year of the Horse – a time to experience transformative change.

One year from now, what would you want to have achieved for you to consider your first year at the Chamber a success?

An ambitious person by nature, I always have plenty of ideas but have also learned over time that it’s not a race. As it’s my first year, there is a lot of learning, observing, and collecting feedback from the Board of Directors, members, committees, and other stakeholders. I intend to focus on membership retention and growth – while truly getting to know members and hearing their needs! When it comes to tangible value and impact, I would love to see further economic development – I look forward to playing a key role in bringing in new projects or helping businesses reach new audiences. Whether through unique events or newly updated marketing channels, I enjoy putting on a creative hat and am never afraid to think outside the box. In terms of operations, I am for some “modernisation” by focusing on digital strategies and back-end management systems. Furthermore, as a marketer, it is always important to me to increase Chamber visibility. Whether via social media channels or through strategic partnerships, I’ll be exploring, researching, and collaborating.  

What are some of your professional accomplishments you’re most proud of?

This is a tough question. Over the years, there have been several high-end openings with renowned chefs, as well as the build and launch of a mobile app-based loyalty programme that grew 25,000 members within two years in Hong Kong and 40,000 in Shanghai. I also led the negotiation and execution of an exclusive international food collaboration with a prestigious brand that resulted in worldwide recognition. I have also developed international celebrity guest chef programmes that created millions in PR value. Having led brand and concept developments from the ground up – I have launched at least 15 concepts. Reflecting on this remarkable journey, I am grateful for the amazing teams that I have been able to work with. 

How do you spend your free time?

I travel whenever I can! Exploring the world, going off the beaten path – as I avoid touristy places as much as possible – and learning from the locals are things that inspire me. I also enjoy exploring and discovering new hotels and restaurants, as hospitality will always remain a passion. I love to ski, if only it would snow in Hong Kong – you’d be seeing me ski from The Peak to work. For relaxation, I prefer nature, the outdoors and going off grid. Writing is something I enjoy too and often get asked to help others with their writing needs. At the end of the day, you’ll always make me happy with a good French Chardonnay 😉.