From Crisis to Comeback: A New Leader Rebuilds Her Family's Legacy

SINGAPORE – December 30, 2025 – In a significant transition for one of Singapore's homegrown event agencies, Leon Exhibition Pte Ltd (LeonEx) has officially passed the torch to a new generation. Shuhui Mai, daughter of founder Xun Yao Mai, has stepped into the leadership role, marking not just a succession but the culmination of a dramatic turnaround story rooted in crisis, resilience, and strategic reinvention.

Her journey to the helm was anything but planned. Having built a successful career as a headhunter for the banking, finance, and public sectors, Shuhui was far removed from the world of exhibition builds and event logistics. However, when the family business faced a profound internal crisis that left it, in her words, an "empty shell," her path changed irrevocably.

"My father went through a very difficult period, and I felt he had been wronged," Shuhui says, reflecting on her decision to return. "I initially came in to protect his name and the decades of work he put in. Over time, that responsibility turned into purpose."

Rebuilding From the Ground Up

What Shuhui Mai inherited was not a thriving enterprise but the ghost of one. The company was devoid of a factory, workers, and active clients, forcing a complete reset. This challenge came after her father, Xun Yao Mai, had spent years building the business from scratch since its founding in 2009. He recalls the early days as a test of solitary endurance. "What started as a group idea eventually became a solo responsibility," he notes. "When difficulties came, others stepped away. I chose to continue."

That same persistence was required of his daughter, but with a new vision. Instead of simply recreating the old model, Shuhui leveraged her external experience in organizational structure and talent to redefine what LeonEx could become. She identified a critical gap in a competitive market: the need for creativity and narrative in exhibition design.

"Too many booths are square, predictable, and forgettable," she explains. Her new strategy centered on transforming exhibition spaces from mere physical footprints into compelling "conversation points." The goal was to create environments that not only reflect a brand's identity but actively help clients engage with visitors during the brief, high-stakes window of a trade show.

This design-led approach aligns perfectly with the evolution of the global MICE (Meetings, Incentives, Conferences, Exhibitions) industry, which is rapidly moving toward immersive, tech-driven experiences. As brands fight for attention, the demand for AR, gamification, and interactive storytelling has surged. Under Shuhui’s leadership, LeonEx began integrating these elements, exploring touchscreen activations and interactive games to increase visitor dwell time and facilitate meaningful connections. "Technology should enhance interaction, not distract from it," she asserts. "If it helps our clients start better conversations, then it adds real value."

Forging a Regional Presence

The new strategy has paid dividends, allowing LeonEx to re-establish its footing and expand its reach beyond Singapore. The company has capitalized on the city-state's booming MICE market, which is projected to grow from US$4.8 billion in 2025 to nearly US$8.9 billion by 2032. Amidst this growth, LeonEx has carved out a niche as a trusted partner for brands with regional ambitions.

A key partnership began in 2019 with Moomoo Financial, a global trading platform. LeonEx grew alongside the fintech giant, developing a consistent exhibition identity that supported its expansion into new markets across the Asia-Pacific. The agency has also supported other regional players like Longbridge.

One of its most significant achievements is securing the tender for the Sentosa pavilion at ITB Asia for five consecutive years. ITB Asia is one of the continent's premier B2B travel and tourism trade shows, making the Sentosa pavilion a high-profile project. LeonEx's consistent success in winning this contract against stiff competition is a powerful testament to its revived capabilities and creative strength.

Another project, deeply personal to Shuhui, is the FG2 Pavilion at FHA (Food&HotelAsia). Now entering its third year, the pavilion unites second-generation F&B business owners from iconic brands like BoBo Fishball and Song Fa Bak Kut Teh. "The idea is to help second-generation founders bring their businesses to the next level, while retaining the heritage built by the first generation," she explains. "As a second-gen myself, this feels like second-gen serving second-gens."

A New Era of Leadership

Stepping into a leadership role in the traditionally male-dominated exhibition and construction industry presented its own set of challenges. Shuhui admits she had to work harder to be taken seriously in the beginning. However, she found that performance was the ultimate equalizer. "Consistency and results eventually speak louder than assumptions," she says. Her experience reflects a broader trend in Singapore, where female representation in leadership is growing but still faces hurdles, particularly in more traditional sectors.

Crucial to her success was the full support of her father. Recognizing that the company's future lay in regional expansion and a modern approach, Xun Yao Mai made the deliberate choice to step back. "Regional expansion was her vision," he states. "She needed full authority to lead."

This transition exemplifies a successful evolution of a family enterprise, where legacy is not simply inherited but actively reshaped by new leadership. For Shuhui Mai, the journey has transformed from a defensive mission to a forward-looking purpose. "It started with pressure," she reflects. "Now, it's about building something meaningful—something my father can be proud of, and something that can stand on its own."