Lawrence WEN

CEIBS MBA2013 Alumnus | CHAGEE Singapore CEO

Lawrence Wen, recognised as one of Asia's most outstanding young CEOs, boasts an impressive 17-year career spanning the food and beverage, retail, technology, consultancy, and finance sectors. He has driven remarkable growth for numerous brands, including a high-end dining brand he founded and several renowned food and beverage enterprises. In recent years, he has also demonstrated exceptional digital leadership.

Over the past six years, Lawrence has focused on enhancing digital customer experience strategies. With sharp market insights and strong execution, he successfully led Singapore’s Foodpanda and Indonesia’s Grab platforms to achieve significant profitability and business expansion. Currently, he is at the helm of CHAGEE Singapore, leveraging his exceptional business acumen and innovative strategies to drive the brand's dynamic growth in Singapore's retail market.

Q: What was your career journey like before joining CEIBS, and what inspired you to pursue an MBA here?

Lawrence: I grew up in Australia, so I was somewhat unfamiliar with Chinese culture and its business environment, but I was always curious about China's rapid development. After graduating from university, I joined Boston Consulting Group (BCG) in their Hong Kong office, where I frequently travelled to Shanghai for work. Over time, I gradually developed a liking for the city. At the time, China's economy was booming, and I wanted to be part of that growth. However, I realised my understanding of the Chinese business landscape was limited, and I lacked cultural insight. I also wanted to meet like-minded peers. Jumping straight into working in China might have been a difficult adjustment, so I decided to pursue an MBA at CEIBS. It not only offered an international perspective but also gave me the opportunity to deeply understand the local business environment, providing me with a "soft landing" into the market. Moreover, I believed a CEIBS MBA would be a great asset when it came to career opportunities.

Q: During your studies at CEIBS, was there any experience or course that particularly impressed you?

Lawrence: Absolutely! The Integrated China Strategy Project (ICSP) left a lasting impression on me. It’s a highly comprehensive and hands-on capstone project during the MBA programme. While we all marvelled at how quickly time flew by, my classmates and I deeply cherished the moments spent working together. We had the freedom to form our own teams, and I was fortunate to work with an incredibly capable and collaborative group. This project not only allowed me to apply the knowledge gained from MBA courses to real-world scenarios but also sparked countless thought-provoking discussions. It was an incredibly rewarding experience.

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I’d also like to mention Professor Bala Ramasamy’s economics course. Although I had studied economics before, his approach was truly refreshing. He encouraged us to think critically and solve problems creatively, which provided me with an entirely new perspective on economics.

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Q: During your time at CEIBS, what key moment set you on the path to success in the food and beverage industry?

Lawrence: I have always had a strong interest in the food and beverage industry. In fact, while studying at CEIBS, I opened a high-end restaurant, T8 Restaurant & Bar. During the day, I was at CEIBS for classes, and in the evenings, I continued managing the restaurant. That experience was incredibly valuable, and it taught me the importance of continuous learning and expanding my business knowledge.

Later, due to family reasons, I returned to Australia to continue my career. There, I joined a chain restaurant brand that was almost on the verge of bankruptcy and successfully helped turn it around through brand renovation and profit recovery. This was a milestone moment in my food and beverage career. After that, I transitioned from the restaurant industry in Australia to the Southeast Asian dining platforms Grab and Foodpanda, before eventually becoming the CEO of CHAGEE Singapore. I’ve always had a strong interest in tea drinks, and as beverages was a niche area I hadn’t yet explored during my years in the restaurant industry but was very eager to, I was excited to join the CHAGEE Singapore team.

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Q: Why did CHAGEE choose Singapore as the core hub for its expansion in the Asia-Pacific region?

Lawrence: First, from a geographical standpoint, Singapore holds a unique strategic position as Asia’s commercial and financial hub. It not only connects the East and West but also serves as a key link between major Asian economies. This prime location offers CHAGEE an ideal platform to fully penetrate the Asia-Pacific market.

Additionally, Singapore's consumer market is highly developed and internationally minded. People here have a strong appreciation for quality of life, particularly in terms of health-conscious, innovative, and distinctive tea products, which undoubtedly presents significant market potential for CHAGEE. With its innovative tea concepts, diverse product range, and premium, health-focused ingredients, CHAGEE is perfectly positioned to meet the needs of Singapore’s consumers. Since its inception, CHAGEE’s vision has been to offer 15 billion cups of modern tea to tea lovers across 100 countries. Expanding into the Singapore market helps CHAGEE introduce modern Eastern tea to the world, further strengthening its global brand presence.

The results speak for themselves. Our return to the Singapore market has been hugely successful. During the grand opening weekend of our first store at orchardgateway, we set an incredible sales record, selling over 15,000 tea drinks and welcoming more than 9,000 new members. The momentum continued with the opening of our second and third stores at Plaza Singapura and Raffles City, where we achieved an astonishing feat of selling over 7,000 cups of tea on the opening day at Raffles City.

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Q: How has CHAGEE managed to stand out in the highly competitive tea beverage market?

Lawrence: In my view, CHAGEE's ability to stand out in such a competitive market comes down to technology. We continuously enhance the digital experience, which has improved both product quality and operational efficiency. We focus on creating the best user interface and experience, ensuring that customers find it easier and more enjoyable to interact with the brand. Additionally, we closely monitor market trends and consumer demand, to ensure we always provide the best products for our customers. Our products are strengthened by our scientific research and development team, who help us to continuously innovate, adapt and evolve. I strongly believe in the saying, "Know yourself and your enemy, and you will never be defeated." By thoroughly understanding our competitors and market dynamics, CHAGEE has developed flexible strategies that have ensured the brand's ongoing success.

Q: How does CHAGEE attract young audiences?

Lawrence: We have created innovative tea bars with attractive designs and a relaxed atmosphere, allowing people to slow down, enjoy a good cup of tea, and unwind. The walls of our Singapore stores are adorned with murals depicting the history and evolution of tea, which not only helps customers gain a deeper understanding of tea culture but also adds a cultural dimension to the beverages.

Q: What advice and experiences would you share with other Chinese tea brands looking to expand internationally?

Lawrence: In my opinion, Chinese tea brands expanding overseas will undoubtedly face numerous challenges, but there are some valuable experiences and advice worth sharing:

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First, maintaining transparency and uniqueness is crucial. Just like CHAGEE, we need to clearly communicate our brand philosophy and product features, so consumers understand what sets us apart. Through transparent operations and a distinct brand positioning, we can build trust and recognition in overseas markets.

Second, continuously telling our brand story is essential. A coherent and engaging brand narrative can strengthen emotional connections and loyalty with consumers. We must consistently convey our brand history, vision, and mission, as well as how we integrate with local markets and cultures.

Moreover, having an adaptive mindset is indispensable. When we expand abroad, we must be ready to adapt to the demands and habits of different markets. This includes understanding local consumers' taste preferences, cultural backgrounds, and consumption habits. Through active market research and flexible strategies, we can better meet local consumers' needs and capture market share.

Finally, strengthening digital marketing is another key element. In the digital age, leveraging social media, online advertising, and data analytics for precise marketing is essential. We need to build a robust digital marketing system to increase brand awareness and attract more potential customers.

Q: How do you view the evolution of career development opportunities for MBA graduates in the food, beverage, and consumer goods industries?

Lawrence: With the intensifying competition in the Chinese market and the accelerating globalisation of domestic brands, the food, beverage, and consumer goods industries are offering MBA graduates unprecedented career development opportunities. These industries are no longer confined to traditional business models but are placing greater emphasis on innovation and diversification. As a result, MBA graduates, in addition to solid business knowledge, need to possess soft skills such as cross-cultural communication, market insight, and innovation capabilities to adapt to the rapid growth of these sectors.

Q: How has your CEIBS MBA experience shaped your business journey? What advice would you give to business explorers considering applying to the CEIBS MBA?

Lawrence: 

During my MBA at CEIBS, I not only gained valuable business knowledge but also had the opportunity to apply what I learned to my restaurant business. CEIBS provided me with a dynamic and innovative learning environment, along with an extensive alumni network and industry resources. These experiences not only helped me better understand market dynamics and consumer behaviour but also gave me opportunities to interact with industry leaders, broadening my perspectives and ways of thinking.

For young people considering applying to the CEIBS MBA, I have a few pieces of advice:

First, maintain curiosity and an open mindset. Keep learning and exploring new business opportunities, and be willing to try different business models and strategies.

Second, actively build a network. Take advantage of CEIBS' platform and resources to connect with alumni from diverse industries and backgrounds, sharing experiences and resources.

Third, focus on innovation and practice. Combine the knowledge you gain with real business operations, continuously exploring and testing new business models and solutions.

Lastly, maintain a positive attitude. The entrepreneurial journey is full of challenges and uncertainties, but a positive mindset and relentless effort are key to success.

I believe that through CEIBS' MBA programme, business explorers can continuously enhance their skills and perspectives, laying a solid foundation for their future career development.