Ms Culsin Li, the founder and Managing Director of Baobab Tree Event Management, has over 20 years of experience in the field. With her exceptional leadership and innovative thinking, she has successfully positioned the company as an industry leader, organizing major annual events such as the Hong Kong Wine & Dine Festival, the Chinese New Year International Parade, the Asia Veggie Expo, and the Business GOVirtual Expo & Conference. She is dedicated to driving the development and transformation of the exhibition industry through innovative solutions and a forward-looking vision. Culsin, with her profound industry experience and boundless passion, has become a role model and leader in the eyes of many peers and clients. Let’s delve into her story of “Passion • Drive • Professionalism”!
Building a Strong Foundation for Positive Values through the Educational Journey
During her secondary school years, Culsin was fortunate to meet an important mentor who recommended Lingnan College, then located on Stubbs Road on Hong Kong Island, praising its excellent school culture and encouraging her to apply. Following her mentor’s advice, she chose to enroll in the General Business program at Lingnan College. Upon entering the campus, she was captivated by its beautiful environment. The college, though small and nestled against a hillside, was well-equipped, and the close-knit relationships between teachers and students made her feel warm and welcomed.
“Teachers not only impart knowledge but also guide students in understanding the principles of conducting and cultivating valuable qualities such as proactive learning.” The teacher who left the deepest impression on Culsin during her time at Lingnan was Mr. Shi Dalang. As a lecturer in entrepreneurship and business courses, he not only cared about students’ academic performance but also focused on cultivating their character and personal qualities. Mr. Shi provided growth advice to students and spent time after class sharing real-world business landscape and cases, making complex concepts easy to understand. He even engaged in discussions with students late into the evening. Culsin felt fortunate to join Mr. Shi and other classmates on a study tour to Fujian, where she was impressed by his extensive knowledge of the mainland market development. The experience of being hosted by various companies in the mainland left a deep impression on her. She stated, “My entrepreneurial journey was greatly inspired by Mr. Shi Darlang. I benefited immensely from the practical cases and experiences he shared.” This trip planted the early seeds for Culsin’s development in the mainland.
Studying at Lingnan College also brought Culsin lifelong friends. It all started with a three-day, two-night orientation camp at Pak Tam Chung, where a few like-minded classmates were assigned to the same room. From then on, they became inseparable, doing homework, submitting assignments, and stepping into society together. Even after more than three decades, despite having their own families, they still meet up for annual trips. She said, “Meeting friends who share the same values and have good character is crucial. We influence and encourage each other, growing together. Looking back, all the close friends I made at Lingnan have achieved quite a lot. I am very grateful to my alma mater for nurturing us, helping us establish our values at a young age, and continuously influencing juniors with our actions. This is also an important reason why the Lingnan culture can be passed on.”
Savoring the Journey of Growth: Passionate Engagement in Social Service
Culsin is passionate about exploring the world and broadening her horizons. During the summer vacation of her freshman year, she and two classmates embarked on a journey along the “Silk Road.” Starting from Beijing, they traveled through Xi’an, Lanzhou, Jiayuguan, Dunhuang, and Turpan, finally reaching Urumqi over the course of more than a month. Reflecting on that era of limited information, they relied solely on a guidebook, traveling by train and bus across provinces. “Looking back, we were indeed very brave. If it were today, I might not have the same courage. But fortunately, the experience was amazing and inspiring.” She added, “When you decide to do something, don’t hesitate. Regardless of the outcome, enjoy the growth process. There may be bitterness, but the rewards are plentiful. Ultimately, just do your best.”
She shared that during her studies, she was honored to be elected as the founding President of the first Rotaract Club at Lingnan College. This platform not only allowed her to engage in more off-campus exchanges and develop leadership skills but also to participate in various community service activities. The scope of service extended beyond Hong Kong to Macau, adding more color to campus life. Due to her love for art and the exhibitions held at the school, she was frequently invited to design and plan activities. Over time, she became more proficient, and whether it was large or small events inside or outside the school, many people would come to her for help. The experiences she gained as a student have wonderfully guided her success today.
From Confusion to Success: The Journey of Career Growth and Entrepreneurship
Upon graduating from university, Culsin, like many young people, was open-minded about her future career path. Initially, she chose to assist in organizing fashion shows and PR events at a well-known fashion company in Hong Kong. The following year, she began planning exhibitions for an American technology company. Since her boss frequently traveled for business, she had to learn independently. Almost every month, she traveled to Taiwan to prepare for exhibitions and often working late. She said, “My boss valued me because I wasn’t afraid to take on tasks. Once given a task, I would do my best to complete it. Although I was sometimes criticized for not doing well enough, making mistakes is inevitable when you’re new to the job. It’s alright to learn from mistakes. I believe this is a process of accumulating experience and continuous transformation.”
Culsin’s efforts caught the attention of a partner’s boss in Taiwan, who sincerely invited her to help set up a branch in Hong Kong. Everything was a new challenge for her, from registering the company and finding an office to hiring employees. Over time, her leadership skills gradually improved, and within twelve years of her tenure, the company expanded significantly, establishing a South China (Guangzhou) branch and leading a life of frequent travel between Hong Kong and the mainland. She led her team in planning and organizing numerous business events, product launches, and exhibitions for major tech companies. Her clients included renowned enterprises such as IBM, China Mobile, Microsoft, and HP.
As the company underwent mergers and internal restructuring, resulting in significant changes in corporate culture, Culsin began to consider developing her own business. Her core team members, who had worked alongside her for over a decade, naturally supported her decision to start her entrepreneurial journey. Thus, Culsin founded her own company, focusing on professional exhibition and large-scale event planning. Through continuous effort, she led the company to secure many important projects, including the Hong Kong Wine and Dine Festival, the Chinese New Year Parade, HSBC’s 150th Anniversary Banknote, Bank of China’s 100th Anniversary Banknote, and the Winter Olympics Commemorative Banknote. For the banknote issuance event, she hired 8,000 temporary assistants to help complete the large-scale exhibition at the Hong Kong Convention and Exhibition Centre. The success of each grand event was due to the meticulous planning, effective management, and teamwork of the company members.
“These large enterprises chose to work with our company because they saw our resilience, professionalism, and reliability. In 2014, we assisted the Hong Kong Tourism Board in relocating the Hong Kong Wine and Dine Festival from Hong Kong Island to the newly opened Kai Tak Cruise Terminal within just three weeks. It was a difficult and risky decision, but it showcased our company’s capabilities and led to opportunities for the banknote issuance events. You never know what your efforts will bring, but my character doesn’t allow me to run away from the ‘unknown’.”
Although the company is now on track, Culsin has no plans to retire and live a leisurely life. She mentioned that her role in the company has evolved. Now, she focuses more on developing new strategies and experimenting with innovative ideas, while confidently delegating the company’s operations to her colleagues. In conversations with Culsin, it became clear that she deeply values her team, considering them both comrades and friends. She repeatedly expressed gratitude for having an outstanding professional team by her side, who have overcome many challenges and realized dreams together. Culsin also hopes to share her experience and lead the company to further development while she still has the passion and energy. By working hand in hand with the younger generation, she aims to elevate the company to new heights and ensure her colleagues enjoy a better life.
For the good of others： Leading the Company Through the Pandemic
During the pandemic, when the entire industry faced enormous challenges, Culsin did not stop. Instead, she worked hard to find opportunities and never chose to lay off employees during difficult times. She said, “Giving up is easy, but persistence is hard. Challenges and opportunities actually coexist. During the pandemic, I found that most SMEs struggled with digital transformation, so I created the ‘BUSINESS GOVirtual’ exhibition business. I was learning as I went along. In the most challenging times, I deeply felt the warmth of Hong Kong people. I was fortunate that many old acquaintances in the industry extended a helping hand, allowing me to successfully start a new chapter.”
In addition to tech conferences and exhibitions, Culsin’s company also successfully organized other events during the pandemic, such as the “Vegetarian Food Asia (VFA)” focused on public health and lifestyle, the female-centric “BEYOND WOMEN FEST (BWF),” ESG-related businesses, an online green living information platform, and e-commerce (Taste Of Veg).
Embracing Optimism: Contributing Positively to Society
In today’s society, people’s attitudes towards life vary greatly. Some choose to “let it be, lie flat”, believing it reduces stress and allows them to enjoy the present. However, others choose to tackle life’s challenges with “optimism, hard work, and perseverance,” believing that through effort and persistence, they can achieve their dreams and goals.
“I enjoy using my creativity to contribute to myself and society.” She gave an example of promoting vegetarian culture with an open attitude. Vegetarianism is part of a green lifestyle, and some things don’t need to be done all at once. Therefore, she promotes “flexitarianism,” which she believes aligns better with the ideals of today’s younger generation and sustainable development. “For instance, if everyone reduces their beef consumption by one meal, starting casually and gradually forming a habit, we shouldn’t underestimate this power. If it becomes a positive social culture, it will be a powerful force. Making contributions to society, step by step, isn’t that simple?”
In the business world, every decision carries a certain amount of risk. Culsin admits that she is somewhat of a “risk taker” and shares her positive philosophy as a “risk taker”: “Look to the future with a positive attitude, do not avoid doing a good deed even if it seems trivial, and do not commit an evil act even if it seems small.”
For recent graduates, Culsin encourages them to be goal-oriented and proactive while always maintaining confidence in themselves and not giving up easily. “Career development will not always be smooth sailing; how you handle changes in both favorable and adverse situations is very important.” She advises staying calm when facing challenges, actively seeking solutions, and learning from industry peers to continuously improve one’s abilities and qualities. The future will certainly be brighter.
