To mark Singapore’s 61st National Day, My Singapore Story brings together conversations with individuals whose personal journeys offer different perspectives on identity, belonging and home. In this interview, our Features Writer, Angela May Tan, speaks with 46-year-old Singaporean Lena Aw, whose 13 years spent building a successful marketing career in Mainland China ultimately gave her a deeper appreciation for Singapore, family and the experiences that shaped both her career and outlook on life.

SGLS: What first drew you to China and what kept you there for 13 years? 

Lena: At the time, I was based in Singapore, overseeing regional markets. While I worked closely with China, I felt I didn’t truly understand one of the world’s fastest-growing economies. So when my former boss invited me to join her in Shanghai, I saw it as an opportunity to challenge myself and experience the market first-hand.

What kept me there was the opportunity to keep learning. China’s media landscape evolved rapidly, allowing me to take on bigger roles, work with brands like BMW and Chanel, and tackle more complex business challenges.

One of my biggest challenges was acclimatising to Beijing, China’s capital. Although I’m ethnically Chinese, I grew up in Singapore, there were significant differences in language, communication styles and business culture. I had to learn to read between the lines and understand what clients really meant.

Completing my MBA while working full-time in such a fast-paced environment wasn’t easy, but it taught me to manage my time and energy effectively. As marketing evolved beyond media buying into content, data and customer experience, I learnt to think more holistically, anticipate challenges and be more hands-on—skills that have proved invaluable in running my own agency.

SGLS: What made you decide it was time to come home?

Lena: COVID was the turning point. My dad passed away during the pandemic, and although I was grateful to make it home for his funeral, being unable to visit my mum for months made me realise how important it was to be closer to family.

At the same time, my cats were getting older, and I didn’t want to put them through the stress of a lengthy quarantine journey later in life. More than anything, I realised that while you can take me out of Singapore, you can’t take Singapore out of me. I had become increasingly homesick and knew it was time to come home.

SGLS: How did China shape the way you see the world?

Lena: Living in China taught me there’s rarely just one right way to solve a problem or build a successful business. Being immersed in a different culture challenged many of my assumptions and showed me the value of embracing diverse perspectives, adapting to change and never stopping learning.

Those lessons have stayed with me since returning to Singapore. Working with SMEs in a small and highly competitive market, I’ve found that businesses succeed not by standing still, but by staying agile, embracing new ideas and evolving with the times.

SGLS: AI is changing the way marketers work. Where do you think it adds the most value, and where will human creativity always matter?

Lena: AI has transformed the way we work, making content creation, research and execution faster and more efficient. That gives marketers more time to focus on what really matters—strategy, creativity and solving business problems.

That said, I don’t believe AI will replace human creativity or judgement. It can’t truly understand local nuances, build trusted client relationships or navigate the complexities behind business decisions. The marketers who will thrive are those who embrace AI as a tool while bringing the human qualities it can’t replicate—insight, empathy, curiosity and strategic thinking.

SGLS: As Singapore celebrates its 61st National Day, what message do you have for fellow Singaporeans living overseas?

Lena: Coming home gave me a new appreciation for things I once took for granted. I was struck by how much Singapore had evolved, from more thoughtfully designed neighbourhoods to the convenience of everyday life. I also value being close to family, having access to safe, healthy food, and living in a country that continues to invest in improving our quality of life.

Home, ultimately, is what you make of it. For me, bringing my beloved cats back to Singapore made it truly feel like home, and I’m grateful the country has become more pet-friendly. To fellow Singaporeans living overseas, I’d say: if you’re thinking of returning, have a plan. Build your financial nest egg, secure a job if you can, and make the transition intentionally. Coming home is deeply rewarding, but it’s even more so when you’ve prepared for it.

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Lena Aw can be contacted at LenaAw@TheMediaBotanist.com

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Interview by Angela May Tan, Features Editor & Writer.

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