Tom SooHooPresident, AWE Concepts Limited

    Tom SooHoo has 23 years of extensive managerial, development, operational, and startup experience across a number of global brands in the food services, branded footwear/apparel, internet, and retail industries. Prior to joining SFC, Tom was the Managing Director – Greater China, for Baskin Robbins the world’s largest specialty ice cream company. Tom was also CEO of eLong Inc., a NASDAQ listed affiliate of Expedia Inc. and one of the leading on-line travel agencies in China. Previous to this, he was Managing Director, South China Region for McDonald’s China, overseeing 325 company-owned restaurants. He also served as General Manager for Nike Southeast Asia and has held senior operational positions at Nike China, Hyatt Hotels International and Cabot Corporation. Tom holds a MBA from the Kellogg Graduate School of Management, Northwestern University and completed his Bachelor of Arts at University of California, Berkeley.

    Based in Shanghai.