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Join Us at BE @ Penang 2025 - BE THE WAVE
Welcome to BE @ Penang 2025, Malaysia's premier business events conference, held under the powerful and resonant theme: "BE at Penang: BE THE WAVE." This theme is a dual invitation – to BE at Penang, a vibrant nexus where rich cultural heritage meets cutting-edge innovation, and to BE THE WAVE, actively shaping the future of industries across Malaysia and the Asia Pacific.
Welcome to BE @ Penang 2025, Malaysia's premier business events conference, held under the powerful and resonant theme: "BE at Penang: BE THE WAVE." This theme is a dual invitation – to BE at Penang, a vibrant nexus where rich cultural heritage meets cutting-edge innovation, and to BE THE WAVE, actively shaping the future of industries across Malaysia and the Asia Pacific.
Penang, often hailed as the "Silicon Valley of the East," is not only a UNESCO World Heritage Site renowned for its captivating charm and culinary delights but also a powerhouse of economic growth, leading in Electrical & Electronics (E&E), Artificial Intelligence (AI), Internet of Things (IoT), smart manufacturing, chemistry, biodiversity, and sustainability. Our strategic location and world-class infrastructure perfectly embody the 'wave' of progress we aim to amplify.
This year's theme reflects a powerful call to action, signifying the accelerating momentum of progress, innovation, and strategic opportunities across all sectors, including the Business Events (BE) industry itself. The BE industry, encompassing Meetings, Incentives, Conventions, and Exhibitions, serves as a crucial 'link industry' – a vital connector that brings together innovators, accelerators, investors, and diverse sectors to foster new solutions, ideas, and collaborations. In today's rapidly evolving world, especially with the rise of AI, the authenticity and personal connections forged through face-to-face meetings at events like ours become even more paramount for the exchange of knowledge, effective marketing, and successful business development. We believe that true innovation flourishes when we step out of our regular circles to find fresh ideas and new opportunities, embracing the collective strength of diverse perspectives. As Stephen R. Covey noted, "The ideas and perspectives of others are what allow us to get outside our normal way of thinking to see the world, and the problems we're trying to solve together, in a new way." Therefore, we hope that our programme will ignite this collaborative spirit, encouraging attendees to think unconventionally and leverage collective genius to invent the future, together.
It gives me great pleasure to welcome you to BE @ Penang 2025, Malaysia’s premier business events conference, held under the inspiring theme: “BE at Penang: BE THE WAVE.”
The Rt. Hon. Chow Kon Yeow
Chief Minister of Penang
It gives me great pleasure to welcome you to BE @ Penang 2025, Malaysia’s premier business events conference, held under the inspiring theme: “BE at Penang: BE THE WAVE.”
This conference reflects Penang’s unwavering commitment to advancing the Penang2030 Vision, a people-centric policy framework aimed at creating a family-focused, green, and smart state that inspires the nation. The gathering of industry leaders, innovators, policymakers, and entrepreneurs here in Penang is more than a meeting of minds – it is a vital step in strengthening the ecosystem of knowledge, innovation, and collaboration that drives our state’s progress.
The Business Events industry plays a pivotal role in this transformation. Beyond being a catalyst for tourism, it is a high-value, high-impact sector that generates knowledge exchange, investment opportunities, and international networks. Each conference, exhibition, and meeting held in Penang enhances our reputation as a global hub of ideas, while contributing significantly to our economy, talent development, and sustainability goals.
Importantly, the impact of this conference extends far beyond the Business Events sector. The innovations, partnerships, and investments fostered here will create ripple effects that benefit local businesses, entrepreneurs, and communities across Penang. From stimulating new collaborations between industries to attracting both domestic and foreign direct investment, the outcomes of BE @ Penang 2025 will open doors of opportunity that support inclusive growth and improve the quality of life for all Penangites.
By hosting BE @ Penang 2025, we reaffirm Penang’s position as a leader in Malaysia’s business events landscape and strengthen our role within the Asia Pacific region. This conference will not only provide opportunities for learning and collaboration but also inspire participants to be part of the ‘wave’ of progress shaping industries, communities, and the future economy.
On behalf of the State Government of Penang, I extend my deepest appreciation to all organisers, partners, and participants who have made this event possible. May BE @ Penang 2025 be a fruitful platform for innovation, connection, investment, and growth as we collectively shape the future together.
I am delighted to welcome all delegates, partners, and industry leaders to BE @ Penang 2025, Malaysia’s leading business events conference, held under the theme “BE at Penang: BE THE WAVE.”
YB Wong Hon Wai
Chairman, Penang Convention & Exhibition Bureau (PCEB), Penang State Executive Councillor For Tourism & Creative Economy
I am delighted to welcome all delegates, partners, and industry leaders to BE @ Penang 2025, Malaysia’s leading business events conference, held under the theme “BE at Penang: BE THE WAVE.”
The tourism and business events industries are two of Penang’s strongest pillars, each complementing the other to drive sustainable growth, innovation, and visibility for our state. Tourism brings the world to Penang to experience our rich heritage, culture, and hospitality, while the Business Events industry brings together thought leaders, professionals, and decision-makers who generate knowledge, spark collaborations, and create opportunities that extend far beyond the conference hall. Together, they form a powerful synergy that strengthens Penang’s reputation as a destination of both leisure and leadership.
The conversations and insights that will be shared at BE @ Penang 2025 are invaluable. As new trends and challenges continue to reshape industries globally, it is essential for all our partners in Penang’s tourism and business events ecosystem to stay informed. By learning, sharing, and adapting to these emerging directions, we can collectively move forward in the same direction — ensuring that Penang not only keeps pace with global developments but positions itself at the forefront of innovation and opportunity.
Looking ahead, the opening of the Penang Waterfront Convention Centre (PWCC) in October 2025 will further strengthen the state’s position as a leading MICE destination in Northern Malaysia. As one of the largest purpose-built convention centres in the region, PWCC is expected to unlock new opportunities for hosting international summits, trade expos, and corporate gatherings. The synergy between Penang’s high-quality hotel infrastructure and this world-class event facility will undoubtedly elevate our competitiveness in the global MICE market.
At the same time, Penang’s international air connectivity continues to be a vital strength, with direct flights to 19 cities including Bangkok, Don Mueang, Phuket, Medan, Jakarta, Surabaya, Banda Aceh, Taipei, Guangzhou, Xiamen, Shanghai, Shenzhen, Chengdu, Hong Kong, Singapore, Ho Chi Minh City, Dubai, Chennai, and Yangon. This extensive network makes Penang easily accessible to delegates and visitors from across Asia and beyond, reinforcing our role as a gateway for business, culture, and collaboration.
I would like to commend the Penang Convention & Exhibition Bureau (PCEB) and all partners for their tireless efforts in bringing this important platform to life. May BE @ Penang 2025 spark new ideas, strengthen collaborations, and inspire every participant to be part of the wave of progress that continues to propel Penang forward.
It is with great pleasure and anticipation that I invite you to BE @ Penang 2025, Malaysia's premier business events conference, held under the resonant theme: “BE at Penang: BE THE WAVE.”
Mr Ashwin Gunasekeran
Chief Executive Officer, Penang Convention & Exhibition Bureau (PCEB)
Dear Industry Leaders, Innovators, and Visionaries,
It is with great pleasure and anticipation that I invite you to BE @ Penang 2025, Malaysia's premier business events conference, held under the resonant theme: “BE at Penang: BE THE WAVE.”
This theme is a dual invitation – to BE at Penang, a vibrant nexus where rich cultural heritage meets innovation, and to BE THE WAVE, actively shaping the future of industries across Malaysia and the Asia Pacific.
Penang, often hailed as the “Silicon Valley of the East,” is not only a UNESCO World Heritage Site renowned for its captivating charm and culinary delights, but also a powerhouse of economic growth. Our state is a leading hub for the Electrical & Electronics (E&E) sector, driving advancements in AI, IoT, and smart manufacturing, while also making strides in chemistry, biodiversity, and sustainability. This dynamic ecosystem perfectly embodies the wave of progress that BE @ Penang seeks to amplify.
Our theme this year is a call to action. It reflects the accelerating momentum of innovation, strategic opportunities, and transformative growth shaping industries across Malaysia and the Asia Pacific, including the Business Events (BE) industry itself. We invite you to not just witness these changes, but to actively contribute to them and ride the crest of future trends together with your industry peers.
The Business Events industry—encompassing Meetings, Incentives, Conventions, and Exhibitions—has long served as a vital connector, bringing together innovators, investors, associations, and diverse sectors to spark new solutions, ideas, and collaborations. In today’s fast-evolving world, especially with the rise of AI, the authenticity and personal connections made through face-to-face meetings are more valuable than ever for knowledge exchange, marketing, and business development. We believe in the collective strength of our industry and the associations that champion it, recognising their pivotal role in sustaining forward momentum.
This powerful wave of progress spans the adoption of Industry 4.0 technologies, the pivot towards higher-value manufacturing, the integration of sustainable practices into business models, and the fostering of inclusive growth across all sectors.
Equally important, BE @ Penang 2025 is committed to empowering the next generation. By opening doors for students and young professionals, this platform provides opportunities to learn directly from industry leaders, engage in meaningful dialogues, and build networks that can shape their career paths. We believe that nurturing future talents is essential in ensuring that the wave of progress continues to grow stronger, and that Penang remains a fertile ground for innovation, creativity, and leadership.
With this in mind, BE @ Penang 2025 is designed to provide opportunities to network, collaborate, and ride this wave of transformation.
This event is for:
- Business Events Professionals: Organisers, strategists, venue operators, suppliers, and association members looking to innovate, network, and elevate the MICE industry.
- Technology Innovators & Entrepreneurs: Leaders and startups in E&E, AI, IoT, and Smart Manufacturing eager to explore new collaborations.
- Sustainability Advocates & Green Economy Leaders: Businesses and individuals committed to ESG, biodiversity conservation, and building a sustainable future.
- Policymakers & Government Stakeholders: Leaders shaping economic growth and enabling innovation.
- Academics & Researchers: Experts driving knowledge creation and next-generation industry solutions.
- Students & Young Professionals: Aspiring talents seeking exposure, mentorship, and opportunities to contribute to shaping the industries of tomorrow.
- Anyone seeking to drive change, forge meaningful connections, and gain fresh insights into the future of business and innovation in Malaysia and the Asia Pacific.
BE @ Penang 2025 promises to be a platform for connection, learning, and transformation. Through discussions, showcases, and networking opportunities, we are confident that your participation will not only enrich the discourse but also empower you to BE THE WAVE of change in your respective fields.
“The best way to predict the future is to invent it—together.” — Alan Kay
We eagerly look forward to welcoming you to Penang!
Speakers
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Mr Hiroshi Tamura
Mr Adrian Praveen
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Ms Audrey Raj
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Ms Beatrice Leong
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Dr Bona Nahyun Lee
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Ms Dee Dee Quah
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Mr Ethan Ng
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Ms Josephine Tan Mei Ling
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Ms Malar Ramalingam
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Ms Melissa Quek
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Assoc Prof Dr Prem Kumar Chandrasekaran
Mr Samuel Siew
SPEAKER
Mr Hiroshi Tamura
Father of the Modern Nissan GT-R and Nissan Z
Mr. Hiroshi Tamura is a globally revered figure in the automotive industry, celebrated as the "father" of the modern Nissan GT-R. His entire career at Nissan Motor Co., Ltd. (joining in 1984) has been dedicated to forging the company’s high-performance legacy and global sports-car strategy.
Mr. Tamura is best known for his pivotal role from 2006 to 2022 as Chief Product Specialist within Nissan’s core planning divisions. In this capacity, he personally led the planning, development, and evolution of two of the world's most iconic sports cars: the legendary GT-R and the new generation Z models.
Serving as both chief planner and project director, he was the visionary force who guided cross-functional teams. His direction ensured that every iteration of these flagship models embodied Nissan’s unwavering commitment to innovation, precision, and accessible world-class performance.
While his technical achievements are immense, Mr. Tamura’s lasting legacy lies in his team-building philosophy and leadership approach. His career exemplifies how visionary direction and a cohesive team culture can successfully challenge the status quo, transforming bold ideas into global achievements. This philosophy is the true "engine" of the innovation wave he created in the sports car world.
Since April 2022, Mr. Tamura has continued to champion Nissan’s performance heritage as the Sports Car Brand Ambassador, inspiring enthusiasts and connecting the brand’s history to its exciting future.
Mr Adrian Praveen
Founder & CEO
Arrowood International
Adrian Praveen is a leading hospitality strategist and the founder of Arrowood International, a consulting and management firm that has shaped more than 60 hotel projects across Malaysia and Southeast Asia. His work spans feasibility, pre-opening, turnaround strategies, service excellence, and revenue optimisation, guiding owners to build hotels that are profitable, operationally efficient and loved by guests.
Adrian brings a unique blend of operational rigour, design thinking, and human-centred leadership.
Known for his clarity, practicality, and transformative frameworks, Adrian’s talks help hotel owners, operators, and students understand the future of hospitality: digital, experiential, talent-driven, and relentlessly refined.
Ms Audrey Raj
Broadcast Journalist, Presenter & Producer, Moderator, Podcast Consultant
In a broadcast career spanning 20 years, Audrey Raj has interviewed thousands of distinguished guests; from premiers, politicians and CEOs, to world-class athletes, thought-leaders and celebrities.
As a moderator, emcee, and host, Audrey has partnered with prominent brands on stage and online, including Google, Volvo, Adobe, Bursa Malaysia, CPA Australia, and The New Zealand Government. She has also hosted several Malaysian Prime Ministers, world leaders, and other key ministers at
high-profile events.
Today, Audrey lends her expertise as a creative communications consultant for leading organisations such as AIA, Sunway, and ThinkCity. In this role, she helps humanise corporate messaging, transforming complex business narratives into authentic, relatable stories that connect with people and inspire action.
SPEAKER
Ms Beatrice Leong
Gender-Disability Activist, Founder of AIDA (Autism Inclusiveness Direct Action Group)
Beatrice Leong is an independent documentary filmmaker and an autistic gender-disability rights activist whose work bridges storytelling, advocacy and structural reform. She is the founder of the Autism Inclusiveness Direct Action Group (AIDA) and leads advocacy that spans local, regional and global spaces, advancing disability rights, inclusive budgeting and access to justice. Beatrice also currently serves on Malaysia's Majlis Kebangsaan Orang Kurang Upaya (National Council for Persons with Disabilities 2025–2027) and contributes actively to various global organisations on disability and gender inclusion. She also serves on the Board of Advisors of the Disability Justice Project, which trains disabled storytellers in the Global South to use media for human rights advocacy.
Through both film and policy engagement, she centres intersectional struggles across Southeast Asia and beyond, challenging entrenched systems of exclusion while reimagining futures grounded in justice, dignity and self representation.
Dr Bona Nahyun Lee
Chief Strategy Officer (CSO)
MOA:R
Dr. Bona Nahyun Lee is a MICE strategist, educator, and AI planning expert with over 17 years of hands-on experience in planning, marketing, and managing large-scale business events. She earned her Ph.D. in Tourism Studies from Kyung Hee University and an M.A. in International Studies from Seoul National University.
Dr. Lee has planned and executed numerous flagship projects for government, local authorities and public institutions, developing event strategies that connect industries and audiences through creative storytelling and data-driven marketing. She is also an accomplished author of several books on event planning and marketing, including the IT bestseller “This Actually Works? 59 Crazy Ways to Plan and Market with ChatGPT.” She is currently working on book projects that explore how planners and marketers can collaborate with AI to streamline real-world workflows and enhance creativity.
In addition to her writing, Dr. Lee provides training and lectures on AI applications in business event planning and marketing, helping professionals, public organizations, and students adopt AI tools in their daily work. Her mission is to make AI a practical partner in the MICE industry, improving efficiency, creativity, and collaboration across all stages of event management.
Ms Dee Dee Quah
Founder and Director
Conference Partners Asia
Dee Dee Quah is a Certified Meeting Professional (CMP), Certified Event Designer (CED), and Sustainable Event Professional Certificate (SEPC) holder with over 16 years of experience in the events industry. She has delivered more than 103 medical conferences, connecting surgeons, doctors, and healthcare professionals to share knowledge and best practices.
Founder of Medical Conference Partners, a Kuala Lumpur-based organiser serving the Asia Pacific, Dee Dee leads an IAPCO-member company committed to global standards of excellence. She is also an Adjunct Associate Professor at Taylor’s University School of Hospitality, Tourism and Events and an active member of the PCMA APAC Collective.
A passionate advocate for sustainability, she integrates eco-friendly solutions into her events, earning recognition as a sought-after speaker on conference organisation and environmental responsibility. She has presented, moderated, and facilitated workshops at major Business Events conferences including ICCA, PCMA, and The Meetings Show APAC, as well as national industry events in Malaysia.
Mr Ethan Ng
Managing Partner
MET Communications Sdn Bhd
Ethan Ng specialises in digital marketing for business events, helping organisers and agencies reach the right audiences and drive stronger participation. Since 2014, he has built over a decade of experience supporting events to attract quality attendees, enhance exhibitor engagement, and achieve measurable growth.
A Member of the Chartered Institute of Marketing (MCIM) with CEM and DES credentials, Ethan combines marketing expertise with industry understanding to help clients increase event attendance by 20–50% and strengthen exhibitor ROI through digital-first campaigns across Google, Meta, and LinkedIn.
Through MET Communications, the agency he co-founded, Ethan has worked with organisations including Kabloom Switzerland, PCMA, Bank Negara Malaysia, MRANTI, PCEB, MDEC, Constellar Singapore & Malaysia and more. His focus is simple - to support organisers plan, launch, and grow events through clear, effective, and measurable marketing.
Ms Josephine Tan Mei Ling
General Manager
Penang Green Council
Josephine Tan is a dynamic and visionary leader with over a decade of experience in environmental advocacy, policy-making, and sustainable development.
As the General Manager of Penang Green Council (PGC) since April 2019, she has spearheaded transformative initiatives that have positioned Penang as a leader in environmental initiatives.
She has served as Special Officer to the State Minister of Welfare, Caring Society Environment under portfolio of environment for 5 years. With a strong background in environmental policy and a passion for driving change, Josephine has successfully bridged the gap between government, industries, and communities to create a greener, more resilient future.
Ms Malar Ramalingam
Senior Communication Specialist
Connector Hub South East Asia
Malar specialises in building communication functions from the ground up & strengthening organisational readiness for issues & crises, including fast-escalating risks from digital disruption & data breaches.
With 20+ years shaping internal & external communications across semiconductors, power generation, oil & gas, and talent development, she guides leaders through high-pressure moments to build systems that protect trust & restore confidence.
Ms Melissa Quek
Managing Partner
MET Communications Sdn Bhd
Melissa is the co-founder of MET Communications, a boutique marketing agency specialising in marketing business events. She has over 18 years of experience in the business events industry, with expertise in strategic marketing for exhibitions and conferences. Applying a data-driven, audience-first approach, she has contributed to event attendance growth of 15–20% through targeted channel optimisation, conversion tracking, and content strategies tailored for B2B audiences.
A Certified Exhibition Manager (CEM), Melissa has worked with organisations such as BNM, MDEC, MaGIC, MRANTI, HDC, Constellar, medical associations and international event organisers to strengthen brand positioning and achieve measurable marketing results. Her passion lies in combining creativity with analytics to deliver purposeful, conversion-driven campaigns.
Assoc Prof Dr Prem Kumar Chandrasekaran
Consultant Neuropsychiatrist
Penang Adventist Hospital
Dr. Prem Kumar Chandrasekaran is the Head of Neurobehavioural Services at Penang Adventist Hospital and an Associate Professor at the Royal College of Surgeons–University College Dublin Malaysia Campus. He holds an MBBS (M’pal), M.Psych.Med (Malaya), F.Neuropsych (Melb), and FAMM (M’sia).
With extensive experience across Malaysia, the UK, and Australia, Dr. Prem has received multiple international certifications in ECT, Psychopharmacology, and Neurostimulation. A Fellow of the Academy of Medicine of Malaysia, he serves as a Council Member of the College of Physicians and Founding Chairman of the Psychiatry Chapter.
An active educator and author of The Varied Masks of Bipolarity, Dr. Prem continues to contribute to academia, medical training, and research in psychiatry and neuropsychiatry.
Mr Samuel Siew
Founder & CEO
Momentum
Samuel Siew embodies the spirit of BE the WAVE — transforming purpose into momentum that moves business and community through sports. As former CEO of Courtsite, Malaysia’s leading sports platform with over 600,000 users, he helped ignite pickleball’s growth from an emerging community sport to more than 500 venues and 2,700 courts nationwide.
With a decade of leadership experience spanning the Football Association of Malaysia (FAM) and international sports projects in London, Samuel brings a global lens to local innovation.
A Board of Trustee at Impact Integrated under the Ministry of Youth & Sports, he will share insights on how businesses and organizations can ride the next wave by turning sport into strategy for growth, engagement, and impact.
What to Expect
Inspiring Talks
Hear from thought leaders across generations, sharing diverse perspectives on the future of industries.
Expanding Knowledge
Discover new insights, trends, and best practices to stay ahead in a rapidly evolving world.
Building Connections
Network with professionals, decision-makers, and innovators from Malaysia and across the globe.
Inclusive Experience
Enjoy a dynamic, fun, and welcoming environment where everyone belongs.
Tailored Benefits for Our Communities
Whether you are part of the business events ecosystem, tourism, academia, or joining us internationally, here’s what you’ll gain:
Industry Partners & Associations
Strengthen collaborations, showcase your expertise, and position your brand to national and international delegates.
Academia
Gain exposure to the latest trends in AI, sustainability, and business events, while building research and industry collaborations.
International Delegates
Experience Penang as Asia Pacific’s rising hub for business events and connect with Malaysia’s leading industry players.
