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Eddie Choi, a software developer at heart, has journeyed across continents and industries, driven by an entrepreneurial spirit and an insatiable curiosity. Splitting his time between Hong Kong and Singapore, Eddie co-founded Hong Kong’s first Art Tech magazine, among other ventures. His diverse interests, from music to animal welfare, are united by a passion for exploring the uncharted. In partnership with renowned designer Krystal Liau, Eddie co-founded Mills Creative, a pioneering experiential marketing agency. Together, they envision a new model for creative businesses, one that seamlessly integrates technology, design, and strategic insight. Prior to Mills, Eddie spent a decade immersed in the digital marketing landscape of Shanghai. As a marketing consultant for Christian Dior China and Pernod Ricard APAC, he spearheaded data-driven strategies that set new benchmarks for brand engagement. He has also served as a lecturer on experiential marketing at the Scuola Politecnica di Design (SPD) in Milan. Techie turns experiential marketer, Eddie bridges the worlds of tech and creativity, crafting impactful brand experiences that resonate on a deeper level.