SGX Market Strategist, Equity & Fixed Income, Singapore Exchange Ltd (SGX)

Geoff Howie

SGX Market Strategist, Equity & Fixed Income

Asia’s leading multi-asset exchange

Singapore Exchange Ltd (SGX)

Singapore Exchange is Asia’s leading and trusted market infrastructure, facilitating the exchange of capital and ideas to create value for people, businesses and economies. As a multi-asset exchange operating equity, fixed income and derivatives markets to the highest regulatory standards, SGX is a vertically integrated business that provides listing, trading, clearing, settlement, depository and data services.

With about 40% of listed companies and over 80% of listed bonds originating outside of Singapore as well as established linkages across the region and in Europe, SGX is Asia’s most international and connected exchange. Offering a full suite of derivatives products across Asian equity indices, commodities and currencies, SGX is the world’s most liquid international market for the benchmark equity indices of China, India, Japan and ASEAN.

As Asia’s pioneering central counterparty, SGX is globally recognised for its risk management and clearing capabilities, and was one of the first globally to adopt the Principles for Financial Market Infrastructure.

Headquartered in AAA-rated Singapore, SGX has over 800 employees including offices in Beijing, Chicago, Hong Kong, London, New York, Mumbai, San Francisco, Shanghai and Tokyo.

Equity Bottom-Up

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 <div class='content-caption'>Suntec REIT - CEO</div>
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With more than three decades of financial and real estate management experience under his belt, Chong Kee Hiong increasingly values the objectivity, flexibility and insight that comes with keeping an open mind. 
These characteristics in turn boost creativity, critical thinking, and lay the foundation for lifelong learning, said the Chief Executive Oﬃcer of the manager of SGX-listed Suntec Real Estate Investment Trust (REIT). 
“It’s important to have an open mind when faced with uncertainty and challenges; never rush into decisions,” he pointed out. “Often, if we know the issues, we’re likely to be able to find solutions - these issues are then within our control.” 
"We should focus on building our knowledge base, and the capacity to adapt and diversify, to ensure there are more “controllable” than “uncontrollable” events. This would help us to sleep better at night.” 
Open minds can also open a multitude of doors. “We must always be ready to take on new opportunities and challenges when they arise,” Chong added.  
“To do so, we have to adopt a mindset that actively and continuously looks for learning opportunities, so as to equip ourselves with diversified skillsets over time.” 
Chong, who is an elected Member of Parliament for Bishan-Toa Payoh GRC, was appointed CEO of the REIT manager, ARA Trust Management (Suntec) Ltd, in January 2019. 
Prior to joining the REIT Manager, Chong was CEO of OUE Hospitality REIT Management Pte Ltd from 2013 to 2018. He helmed The Ascott Ltd from 2012 to 2013, and Ascott Residence Trust Management Ltd from 2005 to 2012. Prior to that, he was Raffles Holdings Ltd’s Chief Financial Officer, and began his career in audit with KPMG Peat Marwick in 1990. 
Chong holds a Bachelor of Accountancy degree from National University of Singapore. He has also completed Harvard Business School's Advanced Management Program, and is a member of the Institute of Singapore Chartered Accountants. 
Looking back on his 30-year career journey, highlights include developing skillsets and nurturing talent. “The greatest satisfaction is being able to learn and mature on the job. It’s also heartening to see fellow colleagues growing in their roles, and to be able to play a part in their work and learning journeys,” Chong added. 
Listed in December 2004, Suntec REIT aims to invest in income-producing real estate primarily used for office and/or retail purposes. The REIT is managed by ARA Trust Management (Suntec) Ltd, a wholly owned subsidiary of ARA Asset Management Ltd, which is Asia Pacific’s largest real assets manager with US$95 billion in gross assets under management (AUM). 
Suntec REIT holds properties in Suntec City, Singapore’s largest integrated commercial development (including one of Singapore’s largest shopping malls), a 66.3% interest in Suntec Singapore Convention &amp; Exhibition Centre, a one-third interest in One Raffles Quay, as well as a one-third interest in Marina Bay Financial Centre Towers 1 and 2 and the Marina Bay Link Mall.  
Down under in Australia, it owns the following commercial buildings: a 100% interest in 177 Pacific Highway, Sydney, 100% of 21 Harris Street, Pyrmont, Sydney, 50% of Southgate Complex, Melbourne, 50% of Olderfleet 477 Collins Street, Melbourne, and 100% of 55 Currie Street, Adelaide.  Opportunities in Crisis 
To boost income stability and enhance geographical diversification, the REIT made its first foray in London, the UK, with the acquisition of a 50% stake in Nova Properties in December 2020. It also acquired The Minster Building, its second property in London, in June 2021.  
These assets were a strategic fit with Suntec REIT’s existing portfolio of high-quality commercial assets in Singapore and Australia. Lower yielding commercial assets were divested to partially fund these acquisitions, which were higher yielding than the assets divested, and accretive in both Distribution Per Unit (DPU) and Net Asset Value (NAV). 
“Despite pandemic-induced difficulties, we’ve succeeded in enhancing unitholder value through active portfolio management,” Chong noted. “The phrase “with every crisis, comes opportunity” has never been more apt.” 
Presently, Suntec REIT’s AUM stands at S$11.6 billion across 10 properties in Singapore (71% of AUM), Australia (16% of AUM), and the UK (13% of AUM). The REIT continues to be anchored by the resilient office sector, which contributes more than 85% of its total income. 
“While Suntec REIT remains Singapore-centric, we will further boost income stability by sourcing for good quality, accretive assets. Overseas assets are expected to grow to between 30% to 40% of AUM over the next few years,” he added. 
Apart from unitholders, the REIT is also focused on working with tenants for a mutually beneficial long-term relationship. “In these unprecedented times, the need to share risks and rewards in business relationships is amplified,” Chong noted. 
Suntec REIT has provided a raft of tenant assistance measures, including flexible operating hours, complimentary marketing support, increased seating capacity for food and beverage tenants, and rental rebates for retail tenants, to help mitigate challenges from the pandemic. Some of these measures continue to remain in place. 
Looking ahead, prospects for the REIT’s office portfolio remain bright. 
“While hybrid working arrangements are likely to continue, the physical office will remain relevant as the conduit to bring employees together to build corporate culture,” Chong noted. 
“In addition, aspects of work like teamwork, collaboration, innovation and mentoring are most effective in face-to-face settings. Surveys have also shown that employees want to return to the office three to four days a week, unlike contrasting feedback at the start of the pandemic.” 
The REIT expects its overall Singapore office portfolio to perform well, with revenue growth driven by higher occupancy and cumulative positive rent reversions achieved for the past 13 quarters. 
“Office revenues from Australia and UK assets will remain resilient as they are underpinned by strong occupancies and long weighted average lease expiries,” he added. “In particular, annual rent escalations provide upside to the Australia assets.” Future-Proofing Assets 
As for the REIT’s retail properties in Singapore, “green shoots of recovery” have appeared, particularly with the re-opening of the economy and high vaccination levels in the population. 
“Despite some border restrictions, and a tightening of safe-distancing measures, tenant sales at Suntec City Mall have continued to recover faster than footfall increases since the fourth quarter of 2020,” Chong said. “We’ve seen tenant sales recovering to 75% of 2019 levels versus footfall, which is at 50% of 2019 levels.” 
In addition, a shift in consumer behaviour has emerged - shoppers now window-shop much less. Instead, they seek novel and experiential concepts and brands. 
“At Suntec City, we’ve been proactively future-proofing our mall to better retain and attract customers,” he said. 
Despite COVID-19 disruptions, 19 new-to-market or new-to-Suntec brands were introduced this year, of which 50% catered to Singaporeans’ desire for new F&amp;B concepts. The REIT Manager has also increased the number of activity-based and experiential concepts to around 35% of the mall’s total leaseable area.  
“This, together with more than 25% of Suntec City dedicated to F&amp;B offerings, will strengthen the mall’s performance, making it more sustainable and allowing it to ride the wave of recovery.” 
Apart from day-to-day operational priorities, Suntec REIT is also focused on its Environmental, Social and Governance (ESG) goals. “We strongly believe in the importance of integrating sustainability into our strategies, operations and acquisitions,” Chong said. 
“Building certifications such as Greenmark, NABERS, BREEAM, LEEDS will become more important. Whilst the majority of our buildings across Singapore, Australia and London have attained green certification, we continue to work towards enhancing the ratings by improving energy and water consumption efficiencies and reducing use of natural resources.” 
In recognition of its sustainability leadership, Suntec REIT was awarded the GRESB highest accolade of Global Sector Leader for the Office-Listed category, and ranked Number One in Asia (Office). The REIT also retained the highest GRESB 5 Star rating. Established in 2009, GRESB is one of the leading ESG benchmarks for real estate and infrastructure investments globally. 
Meanwhile, for this 55-year-old, time outside the office revolves around serving the community. To recharge, he enjoys walking, running or golfing. 
In terms of advice for his four boys, aged 15 to 23, and staff, he has this to offer: Cultivate the desire and drive to work hard, through which you can then achieve your aspirations, and be in the position to help others. 
“Perseverance, maintaining the principles of being fair and objective, being sincere, and having respect for others - these are all values close to my heart.” Suntec REIT 
Listed in December 2004, Suntec REIT holds properties in Suntec City, Singapore’s largest  integrated commercial development (including one of Singapore’s largest  shopping malls), a 66.3% interest in Suntec Singapore Convention &amp; Exhibition Centre, a one-third interest in One Raffles Quay, as well as a one-third interest in Marina  Bay Financial Centre Towers 1 and 2 and the Marina Bay Link Mall. Suntec REIT holds a 100% interest in a commercial building located at 177 Pacific Highway, Sydney, a 100% interest in a commercial building located at 21 Harris Street, Pyrmont, Sydney, a 50.0% interest in Southgate Complex, Melbourne, a 50.0% interest in a commercial building located at Olderfleet 477 Collins Street, Melbourne and a 100% interest in a commercial building located at 55 Currie Street, Adelaide, Australia. Suntec REIT also holds a 50.0% interest in Nova Properties and a 100% interest in The Minster Building, both located in London, UK. Suntec REIT is managed by an external manager, ARA Trust  Management  (Suntec) Ltd.  
The company website is: <a href="http://www.suntecreit.com.">www.suntecreit.com.</a> 
Click <a href="https://www.sgx.com/securities/equities/T82U">here </a>for the company's StockFacts page. 
For the quarter ended 30 September 2021 business update, click <a href="https://links.sgx.com/1.0.0/corporate-announcements/F8FA1JTWKSLKVMD9/687727_Suntec%20REIT%20-%203Q2021%20Press%20Release.pdf">here</a>. 
 

About kopi-C: the Company brew

Text: Jennifer Tan-Stanisic Photo: Company file kopi-C is a regular column on the SGX Research website that features C-level executives of leading companies listed on Singapore Exchange. These interviews are profiles of senior management aimed at helping investors better understand the individuals who run these corporations. 
For previous editions of kopi-C: the Company brew, please click <a href="https://www.sgx.com/research-education/market-dialogues">here</a>.   
For more information, or if you would like your senior executives to be featured on SGX Market Dialogues, please send suggestions to <a href="https://www.sgx.com/jennifer.t@sgx.com">jennifer.t@sgx.com</a>.
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    Suntec REIT - CEO


With more than three decades of financial and real estate management experience under his belt, Chong Kee Hiong increasingly values the objectivity, flexibility and insight that comes with keeping an open mind.  
These characteristics in turn boost creativity, critical thinking, and lay the foundation for lifelong learning, said the Chief Executive Oﬃcer of the manager of SGX-listed Suntec Real Estate Investment Trust (REIT).  
“It’s important to have an open mind when faced with uncertainty and challenges; never rush into decisions,” he pointed out. “Often, if we know the issues, we’re likely to be able to find solutions - these issues are then within our control.”  
"We should focus on building our knowledge base, and the capacity to adapt and diversify, to ensure there are more “controllable” than “uncontrollable” events. This would help us to sleep better at night.”  
Open minds can also open a multitude of doors. “We must always be ready to take on new opportunities and challenges when they arise,” Chong added.   
“To do so, we have to adopt a mindset that actively and continuously looks for learning opportunities, so as to equip ourselves with diversified skillsets over time.”  
Chong, who is an elected Member of Parliament for Bishan-Toa Payoh GRC, was appointed CEO of the REIT manager, ARA Trust Management (Suntec) Ltd, in January 2019.  
Prior to joining the REIT Manager, Chong was CEO of OUE Hospitality REIT Management Pte Ltd from 2013 to 2018. He helmed The Ascott Ltd from 2012 to 2013, and Ascott Residence Trust Management Ltd from 2005 to 2012. Prior to that, he was Raffles Holdings Ltd’s Chief Financial Officer, and began his career in audit with KPMG Peat Marwick in 1990.  
Chong holds a Bachelor of Accountancy degree from National University of Singapore. He has also completed Harvard Business School's Advanced Management Program, and is a member of the Institute of Singapore Chartered Accountants.  
Looking back on his 30-year career journey, highlights include developing skillsets and nurturing talent. “The greatest satisfaction is being able to learn and mature on the job. It’s also heartening to see fellow colleagues growing in their roles, and to be able to play a part in their work and learning journeys,” Chong added.  
Listed in December 2004, Suntec REIT aims to invest in income-producing real estate primarily used for office and/or retail purposes. The REIT is managed by ARA Trust Management (Suntec) Ltd, a wholly owned subsidiary of ARA Asset Management Ltd, which is Asia Pacific’s largest real assets manager with US$95 billion in gross assets under management (AUM).  
Suntec REIT holds properties in Suntec City, Singapore’s largest integrated commercial development (including one of Singapore’s largest shopping malls), a 66.3% interest in Suntec Singapore Convention &amp; Exhibition Centre, a one-third interest in One Raffles Quay, as well as a one-third interest in Marina Bay Financial Centre Towers 1 and 2 and the Marina Bay Link Mall.   
Down under in Australia, it owns the following commercial buildings: a 100% interest in 177 Pacific Highway, Sydney, 100% of 21 Harris Street, Pyrmont, Sydney, 50% of Southgate Complex, Melbourne, 50% of Olderfleet 477 Collins Street, Melbourne, and 100% of 55 Currie Street, Adelaide.   Opportunities in Crisis  
To boost income stability and enhance geographical diversification, the REIT made its first foray in London, the UK, with the acquisition of a 50% stake in Nova Properties in December 2020. It also acquired The Minster Building, its second property in London, in June 2021.   
These assets were a strategic fit with Suntec REIT’s existing portfolio of high-quality commercial assets in Singapore and Australia. Lower yielding commercial assets were divested to partially fund these acquisitions, which were higher yielding than the assets divested, and accretive in both Distribution Per Unit (DPU) and Net Asset Value (NAV).  
“Despite pandemic-induced difficulties, we’ve succeeded in enhancing unitholder value through active portfolio management,” Chong noted. “The phrase “with every crisis, comes opportunity” has never been more apt.”  
Presently, Suntec REIT’s AUM stands at S$11.6 billion across 10 properties in Singapore (71% of AUM), Australia (16% of AUM), and the UK (13% of AUM). The REIT continues to be anchored by the resilient office sector, which contributes more than 85% of its total income.  
“While Suntec REIT remains Singapore-centric, we will further boost income stability by sourcing for good quality, accretive assets. Overseas assets are expected to grow to between 30% to 40% of AUM over the next few years,” he added.  
Apart from unitholders, the REIT is also focused on working with tenants for a mutually beneficial long-term relationship. “In these unprecedented times, the need to share risks and rewards in business relationships is amplified,” Chong noted.  
Suntec REIT has provided a raft of tenant assistance measures, including flexible operating hours, complimentary marketing support, increased seating capacity for food and beverage tenants, and rental rebates for retail tenants, to help mitigate challenges from the pandemic. Some of these measures continue to remain in place.  
Looking ahead, prospects for the REIT’s office portfolio remain bright.  
“While hybrid working arrangements are likely to continue, the physical office will remain relevant as the conduit to bring employees together to build corporate culture,” Chong noted.  
“In addition, aspects of work like teamwork, collaboration, innovation and mentoring are most effective in face-to-face settings. Surveys have also shown that employees want to return to the office three to four days a week, unlike contrasting feedback at the start of the pandemic.”  
The REIT expects its overall Singapore office portfolio to perform well, with revenue growth driven by higher occupancy and cumulative positive rent reversions achieved for the past 13 quarters.  
“Office revenues from Australia and UK assets will remain resilient as they are underpinned by strong occupancies and long weighted average lease expiries,” he added. “In particular, annual rent escalations provide upside to the Australia assets.”  Future-Proofing Assets  
As for the REIT’s retail properties in Singapore, “green shoots of recovery” have appeared, particularly with the re-opening of the economy and high vaccination levels in the population.  
“Despite some border restrictions, and a tightening of safe-distancing measures, tenant sales at Suntec City Mall have continued to recover faster than footfall increases since the fourth quarter of 2020,” Chong said. “We’ve seen tenant sales recovering to 75% of 2019 levels versus footfall, which is at 50% of 2019 levels.”  
In addition, a shift in consumer behaviour has emerged - shoppers now window-shop much less. Instead, they seek novel and experiential concepts and brands.  
“At Suntec City, we’ve been proactively future-proofing our mall to better retain and attract customers,” he said.  
Despite COVID-19 disruptions, 19 new-to-market or new-to-Suntec brands were introduced this year, of which 50% catered to Singaporeans’ desire for new F&amp;B concepts. The REIT Manager has also increased the number of activity-based and experiential concepts to around 35% of the mall’s total leaseable area.   
“This, together with more than 25% of Suntec City dedicated to F&amp;B offerings, will strengthen the mall’s performance, making it more sustainable and allowing it to ride the wave of recovery.”  
Apart from day-to-day operational priorities, Suntec REIT is also focused on its Environmental, Social and Governance (ESG) goals. “We strongly believe in the importance of integrating sustainability into our strategies, operations and acquisitions,” Chong said.  
“Building certifications such as Greenmark, NABERS, BREEAM, LEEDS will become more important. Whilst the majority of our buildings across Singapore, Australia and London have attained green certification, we continue to work towards enhancing the ratings by improving energy and water consumption efficiencies and reducing use of natural resources.”  
In recognition of its sustainability leadership, Suntec REIT was awarded the GRESB highest accolade of Global Sector Leader for the Office-Listed category, and ranked Number One in Asia (Office). The REIT also retained the highest GRESB 5 Star rating. Established in 2009, GRESB is one of the leading ESG benchmarks for real estate and infrastructure investments globally.  
Meanwhile, for this 55-year-old, time outside the office revolves around serving the community. To recharge, he enjoys walking, running or golfing.  
In terms of advice for his four boys, aged 15 to 23, and staff, he has this to offer: Cultivate the desire and drive to work hard, through which you can then achieve your aspirations, and be in the position to help others.  
“Perseverance, maintaining the principles of being fair and objective, being sincere, and having respect for others - these are all values close to my heart.”   Suntec REIT  
Listed in December 2004, Suntec REIT holds properties in Suntec City, Singapore’s largest  integrated commercial development (including one of Singapore’s largest  shopping malls), a 66.3% interest in Suntec Singapore Convention &amp; Exhibition Centre, a one-third interest in One Raffles Quay, as well as a one-third interest in Marina  Bay Financial Centre Towers 1 and 2 and the Marina Bay Link Mall. Suntec REIT holds a 100% interest in a commercial building located at 177 Pacific Highway, Sydney, a 100% interest in a commercial building located at 21 Harris Street, Pyrmont, Sydney, a 50.0% interest in Southgate Complex, Melbourne, a 50.0% interest in a commercial building located at Olderfleet 477 Collins Street, Melbourne and a 100% interest in a commercial building located at 55 Currie Street, Adelaide, Australia. Suntec REIT also holds a 50.0% interest in Nova Properties and a 100% interest in The Minster Building, both located in London, UK. Suntec REIT is managed by an external manager, ARA Trust  Management  (Suntec) Ltd.   
The company website is: www.suntecreit.com.  
Click here for the company's StockFacts page.  
For the quarter ended 30 September 2021 business update, click here.  
 

About kopi-C: the Company brew

Text: Jennifer Tan-Stanisic Photo: Company file  kopi-C is a regular column on the SGX Research website that features C-level executives of leading companies listed on Singapore Exchange. These interviews are profiles of senior management aimed at helping investors better understand the individuals who run these corporations.  
For previous editions of kopi-C: the Company brew, please click here.    
For more information, or if you would like your senior executives to be featured on SGX Market Dialogues, please send suggestions to jennifer.t@sgx.com.



Suntec REIT: Enhancing Value, Building Resilience

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 <div class='content-caption'>UnUsUaL - CEO</div>
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When engineer-turned-entrepreneur Leslie Ong founded UnUsUaL with his brother Johnny in 1997, it began as a stage, sound and lighting equipment rental business, aimed at financing the pair’s tertiary education. 
“Coming from a low-income family, we initially started this company so that we could support ourselves through school,” recalled Ong, who holds a diploma in Electronic Engineering from Singapore’s Ngee Ann Polytechnic.  
However, 24 years later, SGX-listed UnUsUaL has grown into one of Asia’s leading concert promotion as well as event production companies, and is now in the business of fulfilling dreams. 
“I get a lot of joy and satisfaction when fans thank me, when they shake my hand in gratitude, or write in to compliment us on the events,” noted Ong, who is the Group's Chief Executive Officer. “I’m really thrilled to be able to help them realise their dreams of meeting or seeing their idols in the flesh.” 
He also gets a high from sold-out concerts and events. “When you see an auditorium or stadium at full capacity, and all 20,000 or 40,000 fans singing and dancing along with their pop idols, their light sticks all aglow, you know you did good. That feeling is indescribable, which money cannot buy!” 
Listed on SGX Catalist in April 2017, the UnUsUaL Group is an established producer and promoter of large-scale live events and concerts in Singapore and in the region. 
Under its production business segment, it provides support to the artiste’s team or event organiser in terms of stage and set design creation, as well as the installation of sound, light and video. The Group’s promotion business segment focuses on the planning and managing of concerts and events, including the coordination of ticketing matters, as well as marketing activities leading up to the opening of the concert/event.  
In 2016, the Group was acquired by mm2 Asia Ltd, a Singapore-based, SGX Mainboard-listed producer of films, TV and online content and cinema operator.  
With more than 20 years of proven operational track record and established trusted relationships with artistes, UnUsUaL is well-positioned to weather the fallout from the COVID-19 pandemic, Ong noted. 
“We were lucky in that when COVID struck, most of our large gigs and tours had already been completed,” he said. 
During this period, the Group has taken measures to boost its balance sheet, including implementing cost-cuts, such as a reduction in payroll and discretionary expenses, as well as negotiating for revised payment terms on its existing commitments. 
“Our concerts were not cancelled, just postponed a few times. We’re now looking at a pipeline of events in the second half of 2021, both in Singapore and the region,” Ong added. 
“We’ve also been in close touch with the relevant venues to manage the various seat planning, social distancing and SafeEntry procedures, including temperature screening for large crowds. Just like us, our audiences are eagerly looking forward to the return of live shows.” Emerging Mandopop Wave  
Looking ahead, UnUsUaL will leverage on its strength in Asian concerts, with a focus on the Mandopop genre, which has emerged as a powerhouse in world music. The Group plans to continue expanding into selected Western markets with sizeable Asian populations that include permanent residents and students. Examples in 2019 include JJ Lin’s gigs in Melbourne and Sydney, as well as GEM Tang’s concert in San Francisco.  
“This gives UnUsUaL a competitive edge against local organisers in these markets, who may not have the expertise to identify profitable Mandopop concerts,” Ong noted. 
When live shows are eventually given the green light, they will also be conducted in tandem with online screenings. The Group is working on digital distribution and live streaming of such shows, he added.  
“Fans who cannot physically be present at the live concert can watch it online, so they don’t miss out. This hybrid approach will also give us an additional revenue stream,” he said. 
“In the past, artistes were not keen to take up the online option, for fear of poor attendance at these screenings, but with COVID-19, all of that has changed.” 
In March, JJ Lin announced that his “Sanctuary Finale” virtual concert would be streamed live to a global audience on 6 June 2021. This marks the conclusion to his successful Sanctuary World Tour, which kicked off in March 2018 and spanned 43 cities.  
This groundbreaking concert, organised jointly by UnUsUaL and Lin’s production company, will feature new hits and a specially curated, state-of-the-art extended reality (XR), combined with an immersive performance and stage, giving the viewer an unparalleled four-dimensional musical experience. 
The Group also plans to unveil La Clique, a cabaret circus entertainment show, to Singapore audiences at Sands Theatre Marina Bay Sands from 29 May to 18 July 2021. A theatrical experience featuring a unique blend of circus, cabaret, comedy and live music, La Clique has toured cities such as New York, Melbourne, Sydney, Brighton, Montreal and Edinburgh.  Virtual With Live 
According to data from a Goldman Sachs Equity Research report “Music in the Air” published last July, 79% of fans expect to return to live events within four months of the lifting of COVID-19 restrictions, and 74% of concert fans said they would continue to watch live streaming events even after physical events resume. 
A 2020 US Music 360 report, published last September by MRC Data, also showed that 47% of music listeners feel it’s important for the industry to offer live stream performances or virtual concerts. 
Over the medium to long term, Goldman Sachs has forecast live events to rebound to a 4%-5% annual growth rate, reaching US$39 billion by 2030, from US$28 billion in 2019.  
This is driven by “a number of demand and supply side tailwinds”, including the “millennial experience economy” boosting demand for live events, new monetisation opportunities through live streaming, ticket sales, merchandise and sponsorship, as well as artistes’ greater dependence on touring income, the report added. 
Another potential revenue source UnUsUaL is exploring is an e-ticketing platform for the sale of concert and event tickets. “Online ticketing is gradually becoming the norm, and has been made easier and more convenient with a variety of online payment options,” Ong noted. 
“With this e-ticketing platform, we also get to retain all the customer data. This in turn allows us to create a marketing tool for future artiste merchandise sales.” 
At the same time, the Group is working hard to manage some of its key risks and challenges. “Key man risk is a challenge in our line of work, where the firm’s projects are often dependent on the founders’ or owners’ relationships with artistes or artiste managers to secure the rights to promote and produce these shows,” Ong said. 
“To mitigate such risks, UnUsUaL has been actively grooming the next generation of management, who have been able to secure new contracts by cultivating new relationships with key stakeholders.” 
Another risk is the Group’s reliance on Singapore for half its total revenue. “We’ve actively taken steps to mitigate this concentration risk by venturing overseas, into countries such as the US, Australia, and will also progressively expand into regional markets, such as Thailand, Philippines, and Indonesia,” Ong noted. 
Meanwhile, as part of the Group’s environmental, social and governance (ESG) efforts, UnUsUaL makes it a point to re-use and recycle its platforms, stage and design sets, rather than throwing and rebuilding new ones. It is also focused on using solar energy for its lighting needs in outdoor venues and ticketing booths. 
Not surprisingly, there’s much to keep the 54-year-old up till the wee hours. “Organising large-scale shows is always challenging,” he admitted. “What keeps me up are unforeseen events like typhoons, riots, floods and bush fires - all of these involve cancellations, change of venues, insurance claims and/or refunds.” 
At the end of the day, what continues to inspire this father of two is his passion for the industry and the team he has built up over the years.  
“UnUsUaL is not a one-man show - it’s a team effort, and I value my staff, many of whom have been with me for a decade or more,” he added. “It will require everyone’s contributions to ensure that our business remains sustainable over the long term.” 
 

UnUsUaL Ltd

Established in 1997, UnUsUaL started as a stage, sound and lighting equipment rental business. It has grown to become one of the leading names in concert promotion and event production in Asia. Its presence in Singapore is represented by UnUsUaL Entertainment, UnUsUaL Productions, UnUsUaL Development; UnUsUaL Productions in Malaysia; and UnUsUaL Entertainment International in Hong Kong. Its ability to deliver a complete technical solution has seen the company working on large scale events such as the Singapore Arts Festival, the Chingay Parade, SG50 Youth Celebrate! and the Formula One Singapore Grand Prix. The company also promotes and organises world-class concerts and events for artistes such as Air Supply, Andy Lau, Cesar Millan, Chang Hui Mei, G.E.M, Hillsong, Jacky Cheung, Jay Chou, JJ Lin, Kim Soo Hyun, Lee Min Ho, Lionel Richie, Mariah Carey, Michael Bublé, Park Bo Gum, Pet Shop Boys, S.H.E., Stefanie Sun, Rain and Yanni in Singapore and the region.   
The company website is: <a href="http://www.unusual.com.sg/">www.unusual.com.sg</a> 
Click <a href="https://www.sgx.com/securities/equities/1D1">here </a>for the company's StockFacts page. 
For the half year ended 30 September 2020 financial results, click <a href="https://links.sgx.com/1.0.0/corporate-announcements/HC30OSZSKT8CWMPJ/639309_UnUsUaL_1HFY2021%20Press%20Release.pdf">here</a>.

 

About kopi-C: the Company brew

Text: Jennifer Tan-Stanisic Photo: Company file kopi-C is a regular column on the SGX Research website that features C-level executives of leading companies listed on Singapore Exchange. These interviews are profiles of senior management aimed at helping investors better understand the individuals who run these corporations. 
For previous editions of kopi-C: the Company brew, please click <a href="https://www.sgx.com/research-education/market-dialogues">here</a>.   
For more information, or if you would like your senior executives to be featured on SGX Market Dialogues, please send suggestions to <a href="https://www.sgx.com/jennifer.t@sgx.com">jennifer.t@sgx.com</a>.
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    UnUsUaL - CEO


When engineer-turned-entrepreneur Leslie Ong founded UnUsUaL with his brother Johnny in 1997, it began as a stage, sound and lighting equipment rental business, aimed at financing the pair’s tertiary education.  
“Coming from a low-income family, we initially started this company so that we could support ourselves through school,” recalled Ong, who holds a diploma in Electronic Engineering from Singapore’s Ngee Ann Polytechnic.   
However, 24 years later, SGX-listed UnUsUaL has grown into one of Asia’s leading concert promotion as well as event production companies, and is now in the business of fulfilling dreams.  
“I get a lot of joy and satisfaction when fans thank me, when they shake my hand in gratitude, or write in to compliment us on the events,” noted Ong, who is the Group's Chief Executive Officer. “I’m really thrilled to be able to help them realise their dreams of meeting or seeing their idols in the flesh.”  
He also gets a high from sold-out concerts and events. “When you see an auditorium or stadium at full capacity, and all 20,000 or 40,000 fans singing and dancing along with their pop idols, their light sticks all aglow, you know you did good. That feeling is indescribable, which money cannot buy!”  
Listed on SGX Catalist in April 2017, the UnUsUaL Group is an established producer and promoter of large-scale live events and concerts in Singapore and in the region.  
Under its production business segment, it provides support to the artiste’s team or event organiser in terms of stage and set design creation, as well as the installation of sound, light and video. The Group’s promotion business segment focuses on the planning and managing of concerts and events, including the coordination of ticketing matters, as well as marketing activities leading up to the opening of the concert/event.   
In 2016, the Group was acquired by mm2 Asia Ltd, a Singapore-based, SGX Mainboard-listed producer of films, TV and online content and cinema operator.   
With more than 20 years of proven operational track record and established trusted relationships with artistes, UnUsUaL is well-positioned to weather the fallout from the COVID-19 pandemic, Ong noted.  
“We were lucky in that when COVID struck, most of our large gigs and tours had already been completed,” he said.  
During this period, the Group has taken measures to boost its balance sheet, including implementing cost-cuts, such as a reduction in payroll and discretionary expenses, as well as negotiating for revised payment terms on its existing commitments.  
“Our concerts were not cancelled, just postponed a few times. We’re now looking at a pipeline of events in the second half of 2021, both in Singapore and the region,” Ong added.  
“We’ve also been in close touch with the relevant venues to manage the various seat planning, social distancing and SafeEntry procedures, including temperature screening for large crowds. Just like us, our audiences are eagerly looking forward to the return of live shows.”  Emerging Mandopop Wave   
Looking ahead, UnUsUaL will leverage on its strength in Asian concerts, with a focus on the Mandopop genre, which has emerged as a powerhouse in world music. The Group plans to continue expanding into selected Western markets with sizeable Asian populations that include permanent residents and students. Examples in 2019 include JJ Lin’s gigs in Melbourne and Sydney, as well as GEM Tang’s concert in San Francisco.   
“This gives UnUsUaL a competitive edge against local organisers in these markets, who may not have the expertise to identify profitable Mandopop concerts,” Ong noted.  
When live shows are eventually given the green light, they will also be conducted in tandem with online screenings. The Group is working on digital distribution and live streaming of such shows, he added.   
“Fans who cannot physically be present at the live concert can watch it online, so they don’t miss out. This hybrid approach will also give us an additional revenue stream,” he said.  
“In the past, artistes were not keen to take up the online option, for fear of poor attendance at these screenings, but with COVID-19, all of that has changed.”  
In March, JJ Lin announced that his “Sanctuary Finale” virtual concert would be streamed live to a global audience on 6 June 2021. This marks the conclusion to his successful Sanctuary World Tour, which kicked off in March 2018 and spanned 43 cities.   
This groundbreaking concert, organised jointly by UnUsUaL and Lin’s production company, will feature new hits and a specially curated, state-of-the-art extended reality (XR), combined with an immersive performance and stage, giving the viewer an unparalleled four-dimensional musical experience.  
The Group also plans to unveil La Clique, a cabaret circus entertainment show, to Singapore audiences at Sands Theatre Marina Bay Sands from 29 May to 18 July 2021. A theatrical experience featuring a unique blend of circus, cabaret, comedy and live music, La Clique has toured cities such as New York, Melbourne, Sydney, Brighton, Montreal and Edinburgh.   Virtual With Live  
According to data from a Goldman Sachs Equity Research report “Music in the Air” published last July, 79% of fans expect to return to live events within four months of the lifting of COVID-19 restrictions, and 74% of concert fans said they would continue to watch live streaming events even after physical events resume.  
A 2020 US Music 360 report, published last September by MRC Data, also showed that 47% of music listeners feel it’s important for the industry to offer live stream performances or virtual concerts.  
Over the medium to long term, Goldman Sachs has forecast live events to rebound to a 4%-5% annual growth rate, reaching US$39 billion by 2030, from US$28 billion in 2019.   
This is driven by “a number of demand and supply side tailwinds”, including the “millennial experience economy” boosting demand for live events, new monetisation opportunities through live streaming, ticket sales, merchandise and sponsorship, as well as artistes’ greater dependence on touring income, the report added.  
Another potential revenue source UnUsUaL is exploring is an e-ticketing platform for the sale of concert and event tickets. “Online ticketing is gradually becoming the norm, and has been made easier and more convenient with a variety of online payment options,” Ong noted.  
“With this e-ticketing platform, we also get to retain all the customer data. This in turn allows us to create a marketing tool for future artiste merchandise sales.”  
At the same time, the Group is working hard to manage some of its key risks and challenges. “Key man risk is a challenge in our line of work, where the firm’s projects are often dependent on the founders’ or owners’ relationships with artistes or artiste managers to secure the rights to promote and produce these shows,” Ong said.  
“To mitigate such risks, UnUsUaL has been actively grooming the next generation of management, who have been able to secure new contracts by cultivating new relationships with key stakeholders.”  
Another risk is the Group’s reliance on Singapore for half its total revenue. “We’ve actively taken steps to mitigate this concentration risk by venturing overseas, into countries such as the US, Australia, and will also progressively expand into regional markets, such as Thailand, Philippines, and Indonesia,” Ong noted.  
Meanwhile, as part of the Group’s environmental, social and governance (ESG) efforts, UnUsUaL makes it a point to re-use and recycle its platforms, stage and design sets, rather than throwing and rebuilding new ones. It is also focused on using solar energy for its lighting needs in outdoor venues and ticketing booths.  
Not surprisingly, there’s much to keep the 54-year-old up till the wee hours. “Organising large-scale shows is always challenging,” he admitted. “What keeps me up are unforeseen events like typhoons, riots, floods and bush fires - all of these involve cancellations, change of venues, insurance claims and/or refunds.”  
At the end of the day, what continues to inspire this father of two is his passion for the industry and the team he has built up over the years.   
“UnUsUaL is not a one-man show - it’s a team effort, and I value my staff, many of whom have been with me for a decade or more,” he added. “It will require everyone’s contributions to ensure that our business remains sustainable over the long term.”  
 

UnUsUaL Ltd

Established in 1997, UnUsUaL started as a stage, sound and lighting equipment rental business. It has grown to become one of the leading names in concert promotion and event production in Asia. Its presence in Singapore is represented by UnUsUaL Entertainment, UnUsUaL Productions, UnUsUaL Development; UnUsUaL Productions in Malaysia; and UnUsUaL Entertainment International in Hong Kong. Its ability to deliver a complete technical solution has seen the company working on large scale events such as the Singapore Arts Festival, the Chingay Parade, SG50 Youth Celebrate! and the Formula One Singapore Grand Prix. The company also promotes and organises world-class concerts and events for artistes such as Air Supply, Andy Lau, Cesar Millan, Chang Hui Mei, G.E.M, Hillsong, Jacky Cheung, Jay Chou, JJ Lin, Kim Soo Hyun, Lee Min Ho, Lionel Richie, Mariah Carey, Michael Bublé, Park Bo Gum, Pet Shop Boys, S.H.E., Stefanie Sun, Rain and Yanni in Singapore and the region.    
The company website is: www.unusual.com.sg  
Click here for the company's StockFacts page.  
For the half year ended 30 September 2020 financial results, click here.

 

About kopi-C: the Company brew

Text: Jennifer Tan-Stanisic Photo: Company file  kopi-C is a regular column on the SGX Research website that features C-level executives of leading companies listed on Singapore Exchange. These interviews are profiles of senior management aimed at helping investors better understand the individuals who run these corporations.  
For previous editions of kopi-C: the Company brew, please click here.    
For more information, or if you would like your senior executives to be featured on SGX Market Dialogues, please send suggestions to jennifer.t@sgx.com.



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