Cover Yeo Mui Hong (Photo: Ion Orchard)
Yeo Mui Hong (Photo: Ion Orchard)
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Leading up to International Women’s Day, Tatler Singapore speaks to Yeo to find out what it takes to be a leader in the luxury retail industry
It’s been 15 years since luxury mall Ion Orchard introduced the concept of retail-tainment. A combination of retail and entertainment, the unique concept has permanently altered the way we shop, turning shopping into a multi-experience activity.
For example, to celebrate its 15th anniversary, the mall created a new Instagram filter on Ion Orchard’s Instagram page (@ion_orchard), inviting shoppers to take selfies and share them on their social media platforms. This is just one of the many initiatives that have been dreamed up by Yeo Mui Hong and her team.
In case you missed it: Discover Tag Heuer’s Carrera, craftsmanship and spring at Ion Orchard
Above Yeo Mui Hong (Photo: Ion Orchard)
Yeo Mui Hong (Photo: Ion Orchard)
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As chief executive officer of Orchard Turn Developments—which manages Ion Orchard—since 2018, Yeo has seen the mall through its ups and downs. 2020 saw the mall steering through a difficult period due to the pandemic—this came right after the mall’s tenth anniversary. “The contrast between the celebratory mood of an anniversary and the challenges posed by the pandemic was particularly striking,” she shares, adding that despite these challenging times, they were able to emerge stronger.
Yeo doesn’t let these challenges bring her down, approaching them with purpose and perseverance. “With purpose as my anchor, it serves as an internal compass that helps me identify what is important; guides my choices in life and to navigate difficult decisions,” she explains. This mindset is one which she had learnt from her late mother. Yeo reminisces how her mother’s “unbelievable perseverance” is a constant reminder to push through, even when things get tough.
Above Ion Orchard (Photo: Facebook / Ion Orchard)
Ion Orchard (Photo: Facebook / Ion Orchard)
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Inspiring inclusion
Contrary to what many believe, women represent a significant part of the retail and real estate industries in Singapore. Yeo shares that throughout her career, her biggest challenge was not being a woman in the industry but facing pressures as a leader.
“While the challenges faced in the retail and real estate industries may not be gender-specific, the importance of having a supportive environment cannot be overstated,” she explains, adding how the company’s work ethos has fortunately been positive and inclusive. Regardless of gender, role or rank, Yeo shares that everyone is recognised for their hard work and treated fairly.
For Yeo, the International Women’s Day 2024 theme of “Inspiring Inclusion” signifies a “concerted effort to actively promote diversity, equity and inclusion in the workplace”—something which the company strives to continue doing.
Shaping the future
Yeo believes that women play an integral role in influencing the future of the retail and shopping industry, both as consumers and as professionals. Women can bring a “nuanced understanding of consumer behaviour, preferences and trends”, allowing them to connect on a deeper level while fostering more meaningful and loyal relationships.
“By being forward-looking, open to embracing change and equipping oneself with digital skills, women are not only shaping the future of retail but also paving the way for a more equitable and inclusive society,” she continues, explaining that women leaders can further champion for greater inclusivity and diversity in the organisation.
There’s much to learn from Yeo, especially from her wealth of experience in the industry. She shares that those looking to join the retail and shopping industry should embrace diversity and inclusivity. Yeo also highlights the importance of recognising the value of different perspectives, seeking opportunities to learn, taking risks and pursuing your passion.
Looking forward
While many assume the luxury retail industry is “all about the glitz and glamour”, Yeo shares that is a common misconception. She continues: “The pace that the retail industry is evolving at also calls for us to be quick in adapting to shifting or new trends, embrace new technologies and prioritise customer service to thrive.”
As the ebb and flow of the industry calls for her to constantly maintain a forward-looking perspective, Yeo embraces the belief that “the best is yet to come”. For Ion Orchard, 2024 is the biggest year yet—there’s plenty to look forward to in celebration of its 15th anniversary. “[This year,] we continue to refresh our tenant mix to introduce new and emerging brands, unique experiences through thematic pop-ups, brand exclusives, and multi-sensory events and activations,” she explains.
Speaking of unique experiences, Yeo adds that shoppers can expect interactive, engaging and entertaining concepts like the new in-app AR game World of Rewards. The mobile app is an engaging gameplay that allows shoppers to win vouchers from brands and external partners.
With Yeo’s perseverance and passion in the industry, we’re sure to see even greater things from Ion Orchard in the years to come.
Amanda Goh was the former senior writer for Tatler Singapore.
