In this edition of Tatler’s Secrets of Success series—the all-access pass to the city’s most notable business magnates and entrepreneurs—queen of experiences Colleen Yu explains how her company Ex-R International is transforming the traditional marketing industry, and she opens up about the legacy she wants to leave behind for her children
When I met Colleen Yu for coffee at Café Landmark in August, I didn’t exactly know what to expect. I knew she was a larger-than-life entrepreneur and philanthropist, a fervent supporter of both the Hong Kong Ballet and Make-A-Wish Foundation, as well as a mother of two and queen of the social scene. But the rest was a mystery. With events and galas put on hold all year, it was almost silly that we hadn’t yet met in person.
Although she is married to Terence Fung, executive director of the Fung Group, Yu has spent the last decade carving a path of her own. After graduating from Carnegie Mellon University, Yu moved to Tokyo where she spent three years consulting for KPMG, later leaving for a career in private wealth management at Goldman Sachs. After moving back to Hong Kong in 2009, she founded experiential marketing firm, Ex-R International (short for ‘experience re-engineered’) a year later, and began working with the world’s biggest luxury clients to create events designed to thrill.
From creating an escape room for Montblanc, a 16-course immersive butterfly-themed dinner for Clé de Peau Beauté and an 800 person party for David Beckham in Shanghai, Yu’s team is always up for a challenge. With renowned clients under her belt like La Prairie, Ferragamo, Delvaux and Tod’s, the born-and-raised Hongkonger is now focusing her efforts on Yum Me Play, an experiential learning platform for children that she launched in 2020 with business partner Chris Yum.
Her other two brands under the Ex-R International umbrella are Live Nation Connects, a music experience marketing agency, and Ex-R Consulting, a full service marketing and creative agency for luxury brands and corporate clients.
Here she talks to Tatler about her growing team, why she dislikes the word “impossible” and why the last 12 months have been “transformative”.
Describe what you do in one sentence.
I design experiences to inspire people and create memories.
How does your business make a difference?
The experiences we create inspire and educate our audience. Either we educate them about a brand, or we educate children about important themes, like animal conservation and wildlife, or we immerse people in an experience where we can really stimulate them. I consider it a blessing to be able to make a mark on someone’s memory—whether it's a concert experience that we organise with Live Nation, or an art exhibition where guests can be inspired by an artist. I believe I am making a difference and that makes me even more passionate about my work. There is always potential to move someone.
Have you ever had any odd client requests?
There have been so many times over the last decade when the limits of my team have been challenged, but we pulled through. In my dictionary, there’s no such thing as the word impossible. I’m not saying that in a cocky way; with perseverance and the willingness to go above and beyond for a client, anything is possible.
How big is your team presently?
More than 20 people, based between Hong Kong, Mainland China, South Korea and New York.