Ding Hong Sing, the founder and managing director of PA Food, is the current president of the SME Association of Malaysia, with over four decades of experience in the field. Active in promoting entrepreneurship in the country, Ding routinely advocates for policies aimed at supporting small and medium-sized enterprises (SMEs) and helping them grow. Through his efforts in the association, SMEs in Malaysia have gained greater visibility and recognition in the business landscape.

Ding passionately advocates for government guidance to assist SMEs in adopting environmental, social and corporate governance practices in the business sector. He consistently addresses the challenges confronting small businesses in Malaysia, and the solutions that the private sector and government can provide to elevate SMEs.

His notable contributions to the industry have led to his appointment as chairman of the Malaysia SME Food and Beverage Bureau. Furthermore, as the founder of the Malaysian Food Factory Business Cooperative, he continues to shape the future of the food industry in Malaysia.