Celeste Zeng (China)

Hong Kong Baptist University
BS in Business Administration ’15
National University of Singapore
Master in Business Administration ’20

Your success starts here: Celeste Zeng 1

Every problem becomes an opportunity to pause, reflect and find solutions.

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Current role
Intern, SAP Singapore
Home country

“I don’t define success: I am continuously pursuing a sense of achievement that comes by creating new solutions for every problem,” says Celeste Zeng, a twice-recipient of Hinrich Foundation Global Trade Leader scholarship – Bachelor’s degree in Business Administration she completed in 2015 at Hong Kong Baptist University (HKBU) and Master’s degree in Business Administration at National University Singapore, where she is currently enrolled.

Her journey started in 2011 when the scholarship selection committee awarded her Hinrich Foundation scholarship soon after her second year of studies at the Guangdong University of Foreign Studies. She spent two years studying her favorite courses in marketing and psychology at HKBU.

During her time in school, she worked with fellow scholars at bazaars organized by the Hinrich Foundation top sell products made by disabled workers in Cambodia.

Your success starts here: Celeste Zeng 2

Celeste Zeng (far right) shares a moment with (from left to right) Global Sources COO Brent Barnes, HF Council member Spenser Au, fellow alumni Roger Li (China, Thunderbird MBA ’11) and Laura Xiao (China, Thunderbird MBA ’10) at a Hong Kong Charity Bazaar in 2014.

Before her college graduation, she served as an intern for Global Sources, a business- to-business media company. Her first role was with corporate marketing and a special project team.

The trade show visitor marketing team offered Celeste her first full-time job, where she was tasked to recruit international buyers to join the exhibition and manage on-site projects. There was no looking back as she moved on to a job at Global Sources Direct and shifted from event management to a startup-like business unit, where she was exposed to a wide variety of people and chalked up valuable experience.

Your success starts here: Celeste Zeng 3

Celeste listens to buyers during the Global Sources’ Startup Launchpad tradeshow in 2015 at the AsiaWorld-Expo, Hong Kong.

One important area of significant responsibility she excelled at was when she was the executive assistant to the Global Sources CEO. In this role, she supported corporate-level project planning, communication and research, and various other roles that involve out-of-the-box thinking.                                    

Living harmoniously in a diverse world

Celeste enjoys talking with people from diverse cultures. “It’s a people-centric industry,” is how she sums up her obvious enjoyment of being part of the trade sector.

Presently, Celeste works as an intern at SAP Singapore, where she is involved with supply chain/procurement ERP strategy & innovation projects as well as SAP’s social responsibility projects under the President’s leadership. Celeste was also selected to do an exchange semester at London School of Business in 2020.

 Hinrich Foundation has brought in a lot of opportunities for this young woman from China. “Education, employment and numerous learning chances in a different field,” she said.

But for Celeste, the most valuable gift from the Foundation has been the network that allows her to interact with people from different parts of the world. “[People from the] Philippines, Nepal, Bangladesh, Vietnam, China, the US, Canada and we are all so different. That makes me believe that we are living in a diverse world, and we need to observe and listen to peoples’ lives and stories, but never pass judgment on our inherent differences,” Celeste said.

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