I was sitting at a reception desk in my first office job at a law firm when a voice inside yelled, “Wrong room!” The very next day I applied to fashion-retail roles. One shop-floor shift led to another, and I’ve never looked back. I am obsessed with fashion. 

2. You mentioned diving into work from the age of 14—how has your work ethic shaped your approach to business, especially now as an investor?

Funnily enough, I started at McDonalds and became No 1 in Australia for my drive-thru times. Early work taught me three non-negotiables: show up, dig in, finish. Stock counts, spreadsheets, strategy—those unseen hours move the needle to be honest. I bring that same grit to investing; I don’t just like to dress the part; I am head down which means a lot of late nights (but I love it). 

3. Many people feel pressure to have their life plan figured out at a very young age. What would you say to someone who’s still figuring it out?

Relax—life isn’t a group project. If you’re lost, jump into the industry you’re curious about. Try roles, volunteer for extras, collect experiences. The “nope” moments are as useful as the “yes” ones; they steer you toward your lane.

4. Hong Kong has a reputation for being fast, competitive, and full of opportunity. What has surprised you most about investing in a business here?

I expected endless fashion options, but the mid-tier options are largely empty—just Zara/H&M on one end and luxury labels on the other. That gap screamed opportunity. When the opportunity at Parallel 51 crossed my path, I jumped in.

5. You’ve spoken candidly about not enjoying certain roles, even ones that looked successful on paper. How did you know when it was time to make changes—and how do you know now when something is right?

An office felt like a cage—haha. Retail still means I need to be at a desk, but it also lets me flex my creativity, connect, and trade inspiration with others, and that’s what fuels me. Ups and downs are normal; but if the gut-knot lingers, pivot. Detours aren’t failures, they’re signposts. As I always say, “everything happens for a reason!”

6. Parallel 51 has a very distinctive identity. Tell us more about the brand story and why you decided to invest. 

The founder couldn’t find everyday essentials in HK, so she made them. Quality basics for women—that’s the mission. I saw the same gap, and I knew my retail brain, passion and drive could help grow the brand to a new level. I believe in the brand and its potential to scale, and this is why I chose to invest.

7. From Vogue stacks in your bedroom to being part of a leading Hong Kong brand—what’s one personal fashion rule you’ve always lived by, and how is it reflected in your brand today?

Invest in great high-quality basics—they’re the scaffolding of every outfit. Add pops of colour or texture for personality. P51’s collection is basically my rulebook in fabric form.

8. You mentioned risk—starting a brand in a new city, during a big life transition. What’s the biggest risk you’ve taken so far, and what did it teach you?

Writing that investment cheque while juggling a new city was terrifying. But sometimes, you need to ignore the noise in your mind and take a leap. Remember, no risk, no rewards. Even if things go sideways from time to time, you come away sharper and braver for the next play.

9. You’ve built a loyal audience online—especially through Instagram. How do you balance authenticity with business, and what role has social media played in growing Parallel 51?

People buy from people, so it’s important to keep my feed real— real talk, day in the life working at P51 and the stuff in between. Instagram lets us tell the brand story in real time and it is priceless for building community. On a personal front, I have loved making new friends and connecting with so many people in Hong Kong. I want to keep up the content creation for sure!

10. Do you plan to become a full time content creator?

P51 is my focus at the moment but never say never. I love the creativity and the chance to make new friends and connections with new people online, so expect more content from me!

11. What’s next? Whether for Parallel 51 or just personally—what ideas are you working on?

For P51: a killer second-half drop with new and exciting pieces that I steered on development — so watch this space. 

For me: growing my Instagram, chasing fresh collabs, and just showing up every day so that I can connect with new people in Hong Kong, Singapore and everywhere else. 

It’s huge because I’m the only person on the list who at first glance wouldn’t ‘look’ like a Hong Konger, and that’s my power. I want to represent people from different walks of life, especially people like me who truly identify as a Hong Konger but don’t necessarily fit the traditional boxes to be considered as one. I’ve always cared about creating opportunities that don’t exist, so I hope to use this platform to make unheard voices heard.

2. You mentioned that this committee is a platform to represent underrepresented voices, such as ethnic minorities and women in male-dominated fields. What specific challenges do you believe these groups face, and how can your role address them?

The first and possibly largest challenge is the lack of representation – when there aren’t platforms for their concerns, thoughts and representations to be shared, it’s never factored into decision making. As a part of the social enterprise committee, I also want to reinforce the idea that social enterprises can, and frankly, should make money, which is something I’ll bring up time and again. I believe these groups face the challenges of having opportunities that are relevant to the stages of life they are in, or, platforms that cater to their needs, i.e. being inclusive in the languages they use or the type and frequency of funding provided. I hope to open these conversations and rebuild these projects accordingly! 

3. Given that many policy positions come with significant responsibility and can stifle honest expression, how does this merit-based, separate platform allow you to speak more freely and authentically?

Because it isn’t a role that we are compensated for or even ‘rewarded’ for, there isn’t and cannot be an expectation to speak in a certain manner. We have been chosen for our individual experiences with social enterprises, and the entire nomination and selection process focused on asking questions about these experiences. I was picked for the insights I have and the honest opinions I have for improvement, so I’m excited to share it with a wider group and ideate improvements!

4. You’ve said you didn’t want to get into policy because of the constraints on voicing your opinion. How do you see your role on this committee as different in terms of influence and freedom?

Given the committee is under the Home of Youth Affairs within the HK Government, there is a lot of support and influence we are given. The only ask from us is to discuss our thoughts, use our individual platforms to disseminate those discussions, and act as individuals who bring the opinions of many to the table. 

5. What do you think is the current state of representation for ethnic minorities and women in Hong Kong’s decision-making bodies, and what changes do you hope to bring about during your time on this committee?

I think we are slowly and steadily making movements towards representation for ethnic minorities and women – a prime example would be the representation on this committee, but I definitely think there is a long way to go. As an example, a big part of being on this committee is having the ability to speak the local language, Cantonese – while it makes sense, I am hopeful that with the advancement of technology, this won’t be a limitation in the years to come. I hope to support social enterprises with additional funding opportunities, diversifying focus on areas beyond finance, technology and deep tech, and promoting profit-making social enterprises.

6. What was your personal journey that led you to this point? Was there a pivotal moment that inspired you to step into leadership, particularly for underrepresented groups?

When I was deciding what I wanted to study in College, I never considered Engineering because I had never seen a female in my immediate circle take it up, let alone be successful in it. This meant I never even looked at it as a viable option, even disagreeing with my mother when she recognized that it would be a field of my interest. When I ended up selecting Engineering and thanking my mother insanely for what she did, I realized that I wanted to be that representative for others. For so many young people, I wanted to be the person that made them believe they can do it too.

7. As a woman in a male-dominated field, how do you navigate the challenge of balancing your own career ambitions with the broader need for diversity and representation?

By being fearless – I never thought about what people say or think, and focus solely on what I want to do and how to make it happen. My career ambition, and focus on it, is what ultimately lets me represent diversity – by being unafraid of speaking out, seeking and creating opportunities and leading initiatives, I inadvertently represent myself, which helps me represent larger causes and communities. 

8. What do you believe is the most important quality for leaders to possess when it comes to driving inclusive and representative decision-making?

The ability to listen. Leaders are only as effective as the perspectives they gain, and inclusivity is hard to achieve when the sample set is incredibly concentrated. I struggled with listening as an angsty teenager growing up, but I now recognize it as my superpower. It’s not always about being the loudest in every room – it’s about being the loudest in the right rooms. 

9. What do you hope to achieve in the next few years as part of this committee, and how will you measure success in terms of your impact on underrepresented communities?

I hope to create a platform where people are not afraid of sharing their thoughts, and hopefully inspiring other youth to also take up platforms and roles like these, which albeit come with a lot of responsibility, allow for personal and professional growth. For me, success will be even a single individual coming forward and saying that our initiatives have helped them – if I can create long-running funding initiatives and support groups, even better!

10. Lastly, what message would you like to send to others—especially young ethnic minorities and women—who may be hesitant about stepping into leadership roles? How can they use their voices to make a difference?

There’s literally nothing to be afraid of! As ethnic minority, we’re already lower in numbers, which makes it even more important for us to compensate with our voices. Every opinion is valid, and those of us that get the opportunity to step into leadership roles are the luckiest – not using these opportunities is a privilege going to waste. Seek these opportunities, and where they don’t exist, create them. Let your actions speak louder than your words, but for that to happen, sometimes you have to start by using your words first. 

Thank you for reading this blog – you may also enjoy reading She Left Law for Literacy: How Jeannie Leung Is Rewriting the Rules of Parenting, Reading, and Connection in Hong Kong. 

Do you have an interesting story to share? We would love to hear from you. Get in touch info@whiteorchidinsights.com

1. Tell us a little bit about your role — what does a Junior Executive at WOI actually do day-to-day?

 – My role is very dynamic, which is probably what I love most about it. Because we work across such a wide range of sectors, no two days ever really look the same. When I first started, my work was more focused on social media support and admin-style tasks, which really helped me build a strong foundation and settle me into the agency. As I’ve developed in the role, I’ve started taking on more responsibility in areas like campaign strategy, media outreach, and pitching. I’m also getting more involved in client comms and brainstorming for new campaigns, which has been really exciting. It’s a role that’s constantly evolving, and I love that I’m learning something new almost every day.

2. What attracted you to PR & communications in the first place? Was it always the plan?

– When I was younger, I was obsessed with makeup and I started my own makeup artistry business at 17. But when I moved to Australia for university, I found the market oversaturated and struggled to grow my business while studying. Through the makeup industry, I became familiar with PR and had worked with beauty brands, and that’s what first opened my eyes to the world of communications. I initially enrolled in a communications degree, but it felt too broad and not creative enough, so after a year, I switched to interior architecture. I loved it, but it was expensive and incredibly demanding, which made it hard to pursue other passions. Eventually, I moved back to Hong Kong, took some time off, and worked while figuring out my next step. A friend who was studying PR online through an Australian university recommended her course, and it just clicked. It gave me the flexibility to stay in Hong Kong, keep working, and build industry experience at the same time. So no, PR wasn’t always the plan, but in hindsight, it made perfect sense given my background in beauty and my interest in creative storytelling.

3. WOI works across such a mix of industries — from beauty and wellness to aviation and lifestyle — how do you switch between them all?

– I’m a list writer. I haven’t always been, but as my role has grown and the workload has increased, it’s become essential. Switching between so many different industries can definitely be a challenge, and I’m still figuring it out, but having detailed to-do lists helps me stay on top of everything and mentally compartmentalise each client and task.

4. What’s something you’ve learned on the job that no university course or textbook could have prepared you for?

– People. Studying online meant I did all my coursework from home, which was convenient, but didn’t give me much exposure to working with others in the industry, whether that be clients, media, influencers, or other practitioners. And in PR, that human element is everything. Even though we work remotely and across time zones at the agency, I’ve learned just how important relationships are in this industry, and how valuable networking is in building both your confidence and your career.

5. PR has a reputation for being fast-paced — what’s your go-to strategy for staying organised (or staying sane)?

– Growing up in Hong Kong, I’ve always been used to fast-paced environments,  in fact, I actually prefer them, so adapting to the pace of PR wasn’t too overwhelming. That said, the quick turnarounds can still be a challenge, especially as my workload grows. For me, staying organised really comes down to clear communication. I try to get as much detail as possible upfront, clarify expectations, and ask questions along the way. Sometimes I forget how new I still am to the industry, so I’ve had to remind myself that it’s okay to ask for help when I need it.

6. What’s been your proudest WOI moment so far?

– My proudest moment was definitely securing media coverage for one of our NGO clients in Young Post. It was not only my first piece of coverage, but also the first pitch I ever sent that got a response! Seeing it come to life online felt almost surreal.

7. What’s your favourite type of task or project to work on — writing, pitching, events, strategy?

– The most exciting part for me is definitely pitching. I don’t know if it’s because I’m still fairly new to the industry, or if everyone feels this way, but getting a reply from a journalist still gives me a bit of a thrill. I love researching their past work, understanding the types of stories they cover, and tailoring each pitch specifically to them. That said, my favourite type of task recently has been campaign strategy. I had the chance to help strategise the initial stages of an upcoming campaign, and it was such an exciting experience. I love anything that involves collaboration and creativity, and strategy really brings both together in a way that feels super rewarding.

8. Describe the WOI team culture in three words.

– Supportive, collaborative, and inspiring.

9. What advice would you give to someone just starting out in PR?

– I’d definitely recommend connecting with as many people and agencies in the industry as you can, whether it’s to land an internship, explore future job opportunities, or simply learn more about the work they do and how the industry works. It’s something that’s really helped me gain clarity on where I see my career going and has built my confidence in developing professional relationships. So much of PR is learned on the job, more than any university course can prepare you for, so the more you can immerse yourself in the industry and learn from others, the better.

10. Finally… dream client or brand to work with one day — no limits, shoot your shot.

– I know it’s a bit of a stereotypical answer, but probably a big trending American beauty brand like Glossier or Saie Beauty. Coming from a beauty background, it would be so exciting to work on large-scale experiential events and influencer campaigns for a brand that’s really shaping the industry. Being part of something that creative and culturally relevant would be really fun.