Francis Cheong

The Muse & Group Chief Executive Officer

Aavii Worldwide - A Brand Experience Agency

Francis Cheong holds a Bachelor of Science in Business Administration Degree, majoring in Travel Industry Management from Hawaii Pacific University.

He started Apxara Events from home with only a laptop in his pyjamas. Fast forward 16 years later, Francis is The Muse & Group CEO of Aavii Worldwide, a brand experience agency based in Kuala Lumpur, Malaysia.

The agency connects interactive technology & content development through its subsidiaries, Apxara Travel & Events and Accucap MSC. With 50 full-time employees under his leadership, Aavii Worldwide manages an average of 180 local & international conferences & incentives a year.

"Our business is not just about events, it's about changing the way people meet.” – This is a statement that Francis believes in for any business to be successful and to remain relevant for the people and the industry. By going beyond the conventional and embracing change, he desires to turn every event into a story that is meant to startle, provoke and influence.