HKUST Business School Ideas Lunch Series – Elevating Customer Experience and Building Resilience For the Future


To keep up with our efforts in alumni engagement, HKUST Business School is presenting the Ideas Lunch Series, an online lunchtime chit-chat session featuring successful alumni from different industries.

While aroma, acidity, body and flavor are the most commonly known elements to a cup of coffee, how does the iconic coffee brand build the brand affinity and strengthen the customer connection through physical and digital experience?

On August 27, our BBA alumnus Samuel FUNG, Director of Marketing, Retail Lobby and Digital Customer Experience at Starbucks Asia Pacific, will share and interact with the alumni community online. Since 1971, Starbucks Coffee Company has been committed to ethical sourcing and roasting high-quality arabica coffee. Today, with over 32,000 stores around the globe, the company is the premier roaster and retailer of speciality coffee in the world. Through the unwavering commitment to excellence and guiding principles, Starbucks brings the unique experience to life for every customer through every cup.  With its presence in China and Asia Pacific for more than 20 years, it's been operating over 10,000 stores and serving millions of  customers weekly in the region. 

Recognized as Asia-Pacific's 50 most influential and purposeful marketers on Power List 2020 and overseeing 14 countries, Samuel will share with us how the brand delivers the customer expectations and fits into the their customers lifestyle effortlessly, wherever and wherever they are. 

The webinar will be moderated by Professor June SHI Zijun from the Marketing Department.




Samuel Fung.jpg

Samuel Fung (BBA MARK)
Director, Marketing, Retail Lobby and Digital Customer Experience, Asia Pacific*

Samuel is a seasoned professional in strategy planning, digital marketing and innovation, category management, supply chain excellence and business process re-engineering. Samuel took the lead to roll out Starbucks’ brand promise to the region in 2019, an internal framework that ensuring every market consistently delivers customer-centered, on-brand decisions. He has also been leading the cross-functional team to build and develop the third-party partnerships to acquire new customers in the digital ecosystem.

As the current Director of Marketing, Retail Lobby and Digital Customer Experience for Starbucks, Samuel is the regional lead for developing and executing regional marketing campaigns, reimagining the digital touchpoints and integration with retail, and leveraging data analytics capability to drive incremental transactions and tickets to the business. Samuel has been recognized as Asia-Pacific's 50 most influential and purposeful marketers on Power List 2020. 

*Covering 14 countries in Asia Pacific including South East Asia (Singapore, Malaysia, Thailand, Indonesia, Philippines, Brunei, Vietnam and Cambodia), North Asia (Hong Kong, Taiwan and Korea), plus Australia, New Zealand and India.

Alumni Price
  • This is an online webinar on Zoom.
  • Due to limited quota, registration will be on first-come-first-serve basis.
  • Successful registrant will receive a confirmation email with a link to the online webinar.


Kindly contact the Business School External & Alumni Relations (EAR) Team.






27.08.2020 - 27.08.2020 (GMT+08:00)

13:00 - 14:00 (Please sign in at 12:50)


Online via Zoom

Event Host
Business School
Reg. Deadline