Dato’ Frank Choo Chuo Siong serves as the managing director of Xiao En Group, a prestigious, full-fledged integrated bereavement care provider with three decades of experience in the bereavement care and memorialisation industry.

Founded by his late father, Dato’ Choo Ching Hwa, in 1987, Xiao En Group's inaugural project was the exquisite private memorial park, Nilai Memorial Park, nestled in Selangor. Since its inception, the group has expanded its operations to encompass several other distinguished memorial parks and centres across the local landscape.

Choo has played a pivotal role in propelling the growth of Xiao En Group. Under his leadership, the company has expanded the memorial park and built Huai En Memorial Park jointly with the Malacca Chinese Chamber of Commerce.

Choo is deeply passionate about instigating a meaningful shift in how we perceive life, death, and compassionate care for both individuals and the environment. He is the visionary behind Xiao En's exceptional Counselling & Support Department, dedicated to nurturing the emotional and mental well-being of grieving families. Moreover, he can be credited for revolutionising sustainable practices within the memorial industry by offering environmentally friendly approaches. He is also focusing efforts toward the Tower of Light project in the heart of Kuala Lumpur, poised to become an institution for life education, seamlessly merging art and culture.

In addition to his outstanding work at Xiao En Group, Choo serves as an advisor at the Centre of History & Contemporary Research on China-Asean.