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Brian Choo

Brian Choo

Soul Society Group

The eldest son of Fred Choo and Michele Kwok, Brian feels blessed to have grown up with parents who are compassionate, generous and most importantly, supportive. Nevertheless, it has not been completely easy. “As many other children of successful parents may attest, expectations can be very high, especially now that I am working in the company. There is always a stigma which I feel that needs to be overcome, and that can only be done through outworking my parents,” he shares.

As his parents have more than 20 years of experience, Brian knows that he has much to learn. “I have always been taught that ‘respect cannot be demanded, only earned’. With that motto in mind, I strongly believe in leadership by example. To get the best from our team, we need to give our very best as well,” he says, adding that it is also important to stay humble and seek the advice and guidance from seniors while keeping an open mind to fellow peers.

For the time being, the company is focusing on strengthening its core businesses. “Of course the Soul Society Group is exploring various opportunities, ranging from strategic partnerships for overseas expansion, brand expansion to merger and acquisition opportunities as well as diversification into other industries,” Brian adds.

Having some big shoes to fill, what advice would Brian give to his younger self? “If I could go back in time and meet my 15-year-old self, I would tell him to focus, never stop dreaming and work as hard as he possibly can to achieve that dream. Also, learn to stop along the way to smell the roses, and never let life pass you by!”

The eldest son of Fred Choo and Michele Kwok, Brian feels blessed to have grown up with parents who are compassionate, generous and most importantly, supportive. Nevertheless, it has not been completely easy. “As many other children of successful parents may attest, expectations can be very high, especially now that I am working in the company. There is always a stigma which I feel that needs to be overcome, and that can only be done through outworking my parents,” he shares.

As his parents have more than 20 years of experience, Brian knows that he has much to learn. “I have always been taught that ‘respect cannot be demanded, only earned’. With that motto in mind, I strongly believe in leadership by example. To get the best from our team, we need to give our very best as well,” he says, adding that it is also important to stay humble and seek the advice and guidance from seniors while keeping an open mind to fellow peers.

For the time being, the company is focusing on strengthening its core businesses. “Of course the Soul Society Group is exploring various opportunities, ranging from strategic partnerships for overseas expansion, brand expansion to merger and acquisition opportunities as well as diversification into other industries,” Brian adds.

Having some big shoes to fill, what advice would Brian give to his younger self? “If I could go back in time and meet my 15-year-old self, I would tell him to focus, never stop dreaming and work as hard as he possibly can to achieve that dream. Also, learn to stop along the way to smell the roses, and never let life pass you by!”