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: While overseeing regional markets in Singapore, I worked closely with China but 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 working in 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.

Completing my MBA while working full-time in a fast-paced 996 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 business.

SGLS: What made you decide 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 reshaping marketing. Where do humans still have the edge?

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 machines can’t replicate—insight, empathy, curiosity and strategic thinking.

SGLS: What message do you have for fellow Singaporeans working 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.

To fellow Singaporeans working overseas, I’d say: if you’re thinking of returning, have a plan. Build your financial nest egg, secure a job if possible, and make the transition intentionally. Coming home is deeply rewarding, especially when you have prepared well.

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Interview by Angela May Tan, Features Editor & Writer.

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