U-Market Place Enterprise Pte Ltd
Joey is Deputy CEO of U-Market Place Enterprise Pte Ltd, a subsidiary of Neo Group Limited and is responsible for the formulation of the Company’s strategic directions and expansion plans. She joined the Company in 2010 and heads the rice dumplings segment, which carries the brand “Joo Chiat Kim Choo”.
Joey graduated with a Bachelor of Business in Economics & Finance in 2009. Young and driven, she is determined to transform the traditional rice dumpling industry to keep abreast of modern developments.
In 2018, she was recognised for her courage, perseverance and innovation in her journey of entrepreneurship and was conferred the Spirit of Enterprise (SOE) Award. She is inspired to be a role model for the youths, passing down leadership and entrepreneur qualities.
Joey believes in innovation and constantly looks for breakthrough in the traditional business. After many years of laborious R&D, she launched the latest innovation in May 2019 – the first halal rice dumpling in Singapore that comes without leaf (Kim Choo Kid) which was featured widely in local media.