I’m a cultural strategy specialist, helping brands make sense of the signals that shape how people behave, and turn them into practical product strategies. My work is rooted in semiotics, cultural insight, hands-on innovation experience across Asia, and a real love of decoding what makes each market different. At heart, I’m curious about people, culture, and how ideas travel – and I love helping brands navigate cultural shifts with confidence.
Sensational experience
Drifting through a hawker centre, I follow scent before sight — caramelised soy, poaching broth, frying oil. The space is loud, layered, alive. I queue, taste, repeat. Chicken rice becomes my anchor — familiar, yet endlessly different. Somewhere between stalls and bites, I start to understand how subtle changes reshape flavour entirely.
