Royce YUEN
Dr. Royce YUEN, J.P.
Adjunct Associate Professor
Academic & Professional Qualification
  • Doctor of Business Administration (HK PolyU)
  • Master of Art in Marketing (Macquarie University, Australia)
  • Honor Diploma in Communications (HKBU)

Dr. Royce Yuen is synonymous with “Branding” and “Advertising” in Hong Kong. He is the Co-Founder and Co-CEO of MaLogic, a MarTech company with global footprints that offers innovative business solutions by integrating brand strategies, research insights, and big data analytics.

Dr. Yuen was formerly the Chairman of Ogilvy Hong Kong and Southern China. As Chairman of the HK4As, he was acting as the spokesperson for the creative industry in Hong Kong.

He was a Council Member of The HK Trade Development Council (2009 – 2015) and The HK Academy for Performing Arts (2010 – 2016). He is currently a member of the Advisory Committee on Arts Development (ACAD), and an advisor of Our Hong Kong Foundation. He has previously served as Advisory Committee Member for CreateHK, ICAC, HK Museum, CEDB, and the Education Bureau.

Dr. Yuen has a passion for executive education and training. He is a Professor of Practice and has been lecturing MBA programs across Mainland China and Hong Kong for two decades. He is a frequent speaker at major international conferences and has hosted several TV and radio programs over the years to promote management as a liberal art.

  • Branding and Communications
  • China Marketing
  • Advertising and IMC (Integrated Marketing Communications)
Research Interest
  • Brand perception and cultural implication
  • Celebrity endorsement and its impact on brands and communications
  • Consumer behavior and social media
Selected Publications
  • Decoding Branding – A Complete Guide to Building and Revamping Brands in the Age of Disruption by Royce Yuen; 2021; Routledge
Awards and Honours
  • “HK Top 10 CEO”, 2007 by Metro Radio in 2007
  • Distinguished Alumni Communicator Award, 2008 by HKBU
  • Justice of The Peace, 2010 by the HKSAR
  • Outstanding Alumni Award, 2009 by HK PolyU
  • Honorary University Fellow, 2014/5 by HK PolyU
  • Marketer Scholar Award, 2019 by Institute of Marketing (HKIM)
  • Honorary Fellowship In 2019 by Institute of Marketing (HKIM)
Service to the University/Community
  • Current
    • Advisor, Our Hong Kong Foundation
    • Advisory Committee Member on Arts Development, Home Affairs Bureau
    • Board Member, MLA Foundation
  • Past
    • Vetting Committee Member, Trade and Industrial Organization Support Fund (TSF), Trade and Industry Department
    • Council Member, Hong Kong Trade Development Council
    • Council Member, The Hong Kong Academy for Performing Arts
    • Appeal Board Member, Education Bureau
    • Appeal Board Member, Immigration Department
    • Member, Education Committee, ICAC
    • Member, HK Museum
    • Member, CreateHK
    • Vice-Chairman, Plan International (HK)