Chen Tien Yue

As executive director of marketing at Royal Selangor—the world’s largest pewter manufacturer founded by his great-grandfather in 1885—Chen Tien Yue represents the fourth generation of a storied Malaysian family enterprise.

Since joining the company in 2003, the Oxford University graduate has played a pivotal role in shaping Royal Selangor’s contemporary identity, driving its global marketing strategy and overseeing its Asian sales channels.

Together with his cousin, managing director Yong Yoon Li, Chen has guided the heritage brand into new markets and collaborations that blend craftsmanship with modern storytelling. Under his leadership, Royal Selangor has partnered with renowned designers such as Erik Magnussen and Nick Munro, as well as major international brands including Marvel Comics, Disney, Warner Bros, Starbucks and Pop Mart. The company’s 2024 Spring/Summer collection featured new additions to its celebrated Star Wars series—such as figurines of Leia Organa and Han Solo on Endor—further cementing its global cultural relevance.

In 2025, Royal Selangor opened its flagship store in Beijing, underscoring the brand’s long-term commitment to China’s luxury and collectibles market despite wider economic challenges.

In February 2026, Chen played a key role in opening the Royal Selangor Gallery at Bangunan Sultan Abdul Samad, combining museum displays, craftsmanship, retail and a café. Grounding the brand’s story within Kuala Lumpur’s wider tin-mining heritage, he also deepened its cultural roots through the TT5 experience while continuing to steer international marketing and contemporary design collaborations.

Through thoughtful innovation and respect for heritage, Chen continues to balance Royal Selangor’s 140-year legacy with a forward-looking vision that keeps Malaysian craftsmanship on the world stage.