Melody Keung: Modernizing a 145-Year-Old Sugar Legacy

Keung spent 17 years at Cathay Pacific before seeking a new challenge, eventually landing at the helm of the historic sugar company. She quickly identified that the brand’s deep heritage was both an asset and a burden. A pivotal survey revealed that while university students recognized the name, they associated it exclusively with their mothers and grandmothers. Without a major marketing campaign in 20 years, the brand had lost its connection to younger consumers.

To bridge this gap, Keung is repositioning sugar as a "small reward" rather than a commodity, emphasizing moderation and personal enjoyment. This strategy coincides with a broader operational shift, incorporating AI-driven tools and automation to modernize supply chains. By fostering long-term, collaborative partnerships with distributors like Lekiu Importing, she aims to ensure the company remains competitive in China’s slower-growth market. For Keung, the philosophy is simple: challenging the status quo is a necessity, as the brand must either innovate or risk fading into obscurity.