Annie Chan PH (曾毕匀) is the founder of Red Box Events and The Madame M, and a distinguished voice in Singapore’s events, coaching, and education sectors.
With over 30 years of experience, she has pioneered meaningful event experiences, championed women’s leadership, and introduced relationship coaching as a tool for personal and professional growth.
In this SG60 Showcase, we spotlight Annie’s evolution from event execution to experience design—and how her integrated approach to entrepreneurship, education, and empowerment continues to shape Singapore’s social and business landscape.
Highlights
Events, Empowerment, and Experience Design
Q: Describe a specific initiative or program you’ve led that has contributed to Singapore’s development in the past 5 years.
A: As Immediate Past President of the International Women’s Federation of Commerce & Industry Singapore (IWFCIS), I’ve led key initiatives to advance women’s participation in the economy through advocacy, networking, and leadership programs. This work aligns closely with Singapore’s goals of inclusive growth and leadership development.
Through Red Box Events, my team executed 1,000 singles events for the Social Development Unit (now SDN)—strengthening social cohesion and fostering meaningful connections in Singapore. We continue to design events with community-building at the heart.
In parallel, I’ve contributed to workforce development by lecturing at institutions such as FirstCom Academy, Kaplan, and International Management and Sports College. The ACTA-certified programs I conduct combine real-world experience with training rigour, helping the next generation of professionals grow in event management and personal effectiveness.
My own ITOL Certified Events Planning and Management and Train-the-Trainer courses provide learners with hands-on experience and the opportunities to build their own event business.
My involvement with Hemispheres Foundation for the last 12 years exposed me to the world of Sustainability locally and globally and my design thinking knowledge from DesignThinkers Academy Singapore allowed me to bring innovation into traditional industries, while my advisory role at Lutheran Community Care Services ensures business expertise contributes to social impact—supporting Singapore’s holistic approach to national development.
A Human-Centered Approach to National Progress
Q: What unique perspective or expertise do you bring that is particularly relevant to Singapore’s next chapter of growth?
A: With three decades in Singapore’s event and business scene, I offer a unique blend of relationship-building, human-centered experience design, and cross-cultural communication—skills increasingly essential in our experience economy.
My work integrates coaching with MyMarq Personality Test (the use of fingerprints profiling), Enneagram insights, and NLP to help individuals thrive personally and professionally. This methodology fills a key gap in workforce readiness: emotional intelligence, self-awareness, and the ability to connect with others meaningfully.
Whether it is designing events or coaching women entrepreneurs, my goal is to help others grow with intention and empathy.
Having navigated multiple business reinventions while staying values-driven, I model the adaptability Singapore’s workforce needs in the face of change. My trilingual fluency and cultural insight also position me to support businesses working across Asia’s diverse markets.
Q: How many Singaporean professionals have you trained or influenced through your work?
A: I have trained and influenced over 10,000 Singaporean professionals through my coaching programs, workshops, and advisory systems.
Q: Which key Singapore-based organisations have you worked with recently?
A: Hemispheres Foundation Pte Ltd, Contact Centres Association of Singapore, FirstCom Academy, Kaplan, Agape Connecting People, DesignThinkers Academy Singapore, International Management and Sports College, IWFCIS, Lutheran Community Care Services, Ministry of Manpower and more.
From Business to Coaching: Leading with Heart and Skill
Q: What sets you apart from other speakers/trainers in your field?
A: I bring real-world business results together with deep coaching expertise. From running a successful event company to founding a relationship coaching brand, my work spans commercial success and personal transformation.
I am certified in MyMarq Personality Test (the use of fingerprints profiling), Design Thinking, Enneagram, TetraMap, NLP which allows me to offer clients and students a holistic, personalized growth journey. Being a Sustainability Practitioner allows me to prepare my business to be SGD goals compliant.
Q: How do you stay current and continuously evolve your craft?
A: I stay active across industry sectors—teaching at education institutions, consulting on design thinking, and engaging with regional sustainability trends. I recently studied entrepreneurship at SUSS and regularly attend professional conferences.
My coaching practice keeps me grounded in people’s evolving needs, while my business development work ensures I stay connected to market realities.
A Trailblazer in Values-Based Entrepreneurship
Annie Chan’s career exemplifies how business success and personal growth can go hand-in-hand. Her ability to blend operations, empathy, and innovation has made her a standout voice in Singapore’s entrepreneurial and leadership community.
As Singapore moves toward more inclusive, sustainable, and experience-driven growth, Annie’s journey provides a roadmap for how to lead with both heart and impact.
Highlights
This article is part of the SG60 Showcase series—highlighting voices and visionaries building Singapore’s future. Stay tuned for more.
Read the Chinese article here, or listen to the podcast here.
