Flavor of Dreaming Fearlessly
Welcome to the Innovative Business Visions Series, where we bring our alumni’s phenomenal entrepreneurship and innovation stories to you. Next in the series is Charles CHEUNG, BBA Marketing (2013), award-winning chef and F&B entrepreneur.
The usual career trajectory for most business school graduates leads to a corporate career. But Charles Cheung chose to forge a new path as a Cantonese cuisine chef. On the outside, most of his success seems to come from years of pure determination and passion. But if you zoom in, you will also know Charles for the strategic, goal-based, and practical mindset he developed at HKUST Business School.
Exploring Entrepreneurship and Innovation Opportunities
Growing up in Hong Kong, Charles' mom ignited his passion for cooking when he began assisting her around the kitchen. After entering HKUST Business School, he realized business school was more than just training for corporate life. It offered him many opportunities to explore entrepreneurship and innovation. Charles was also elected as the chief representative of HKUST at AIESEC – a global youth-led leadership platform, leading cross-border projects and events locally and overseas.
“The marketing simulation classes at the School were great fun. The classes taught me that running a successful enterprise takes creative and innovative thinking. And working in student initiatives helped me develop important interpersonal, communication, and negotiation skills.”
As he neared graduation, Charles realized that the culinary arts, especially Cantonese cuisine, was his true calling. Yet, most university graduates don’t consider Cantonese cuisine a trendy career due to the long hours and strenuous work environment. Becoming a chef was a bold choice. But Charles persevered through his chef training at a locally renowned Cantonese restaurant and gradually gained recognition for his dedication and passion.
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Left: Charles (left fourth of first row) cherishes many eye-opening experiences and opportunities gained in the AIESEC.
Right: Charles (left) passionate in culinary arts and always innovate new ways to modernize Cantonese cuisine.
Dreaming Practically
Still, studying at the School and working as a Cantonese chef seem worlds apart. But for Charles, his education and culinary expertise are synonymous. “Working in a restaurant is the same as working in any business. I set strategies and goals to help me progress towards my dream. Just like how my professors taught me to run an effective business.”
Throughout his career, Charles began reflecting on the recent social atmosphere in Hong Kong. He wanted to innovate a new way to drive human connection and an appreciation for Chinese culture through modernized Cantonese cuisine. But rather than opening a restaurant, he decided to combine his interest in food production and engineering and launched his food production company – CattyandTael Production.
By then, Charles had already won culinary awards, led a team of 200 restaurant staff and launched new restaurants and private kitchens. But his robust network through HKUST helped him gain much media attention, broadening his reach and impact. “I have a good network as a student at HKUST. But getting media attention through the alumni network also brought my career as a chef and entrepreneur to the next level.”
“Anything is Possible”
Since his university days at HKUST, Charles has embodied the School’s entrepreneurial and innovative spirit to fearlessly explore new opportunities and forge his own path. But what's fascinating about his story isn’t just about his courage to dream. Because as dreamers, we can take practical, strategic and goal-based steps towards our aspirations. “Anything is possible if you plan ahead towards the right direction, strategize and set achievable goals.”
