Kitty Wong is the founder and president of K&A International Co. and Expo Union Corporation. Over a career spanning more than three decades in the meetings, incentives, conferences, and exhibitions (MICE) industry, she has helped shape countless events, earning a reputation for bold creativity and execution.

An early champion of sustainable event planning, Wong became known as the “Green Lady” after launching Asia’s first green industry show in 2009. Her commitment to environmental best practices helped set new standards across the region.

Wong serves as Chief Advisor to the Taiwan Exhibition & Convention Association and is a founding member of the World PCO Alliance. Most recently, she was named a Congress Ambassador of Taipei City, where she advises on and leads global bid strategies for international events.

TOPICS Associate Editor Alex Myslinski sat down with Wong in late May to discuss her trailblazing career path, Taiwan’s global event presence, and the power of boldly being yourself. An abridged version of their conversation follows.

What first drew you to the world of MICE?

I started out 35 years ago while I was a secretary at a law firm in Taipei. A friend of mine who was a gynecologist asked me if I would help out with an upcoming meeting, and I simply agreed. Back then, I didn’t even know what MICE stood for, let alone the difference between various OB-GYN conferences.

Still, the event was very successful and caught the attention of other organizations that wanted me to help with their events, springboarding me into my beginning role as a freelancer and exposing me to the professional conference organizer (PCO) profession.

What inspired you to create your own company?

One of the biggest travel shows in Asia is the Taipei International Travel Fair (ITF), organized annually by the Taiwan Visitors Association (TVA). In the ’90s, the then-TVA president Stanely Yen was a good friend of mine and asked if I could come help with the show.

However, the TVA required a signed contract between two entities, which prompted me to start K&A International in 1995, with ITF as our first show. Then in the early 2000s, Taiwan prepared to join the WTO as the “Separate Customs Territory of Taiwan, Penghu, Kinmen and Matsu” shortly after China’s 2001 accession. The government began to formally recognize MICE as an industry, with the Ministry of Economic Affairs assigned oversight, to further distinguish itself from China and stay competitive and visible. So they came to us.

With K&A and your second company Expo Union handling a diverse portfolio of events, how do you balance creativity with meeting expectations?

As a PCO, you follow your client’s lead. It’s a bit like being an interior designer – they already have the house and ideas of how it should look. Your job is to bring it to life. You can’t stray too far from what your client expects.

That dynamic shifts when it comes to exhibitions. Take the Marathon Expo for the Taipei Marathon, for example – this is our 10th year organizing it. We wanted to make bib pick-up more engaging, so we created an expo experience around it, like you see at the world’s major marathons. It was my history as a runner that inspired me to take on this project and shape it using what I know.

Founding Expo Union also allowed me to keep exploring new things. For example, our green industry show in 2009 was the first in Asia and continued for another five years. I also did the Asia Adult Expo, an annual business-to-business trade show spotlighting the latest trends in the adult industry. It was heavily taboo in Taiwan, so we struggled to find a venue at first.

Although I could only hold that expo once, it was a huge hit. The event challenged people’s assumptions about what an adult-themed event could look like – professional, respectful, and thoughtfully curated. I’ve never done anything low-class, so the show was very well-received.

You were the first Taiwanese woman to appear on the cover of the Asian edition of Headquarters magazine and were named an ICCA Inspirational Woman. How have you navigated attitudes toward women in your industry over the years?

I’ve traveled since I was young, but that increased greatly once I became a PCO. Back around 45 years ago, there were very few Asian women traveling alone – especially for business purposes. Whenever I boarded a plane, people would sometimes politely ask, “Where’s your companion? Your husband?” I was consistently assumed to be an accompanying person.

These attitudes carried into meetings and exhibitions. I knew that as a woman – and someone who is just five-foot-two – I could be overlooked. So I made sure to stand out. I dressed well in plain, tailored jackets in vibrant hues of pink or blue. I never repeated the same outfit at recurring meetings. I also kept half a dozen standout pairs of glasses in rotation and made bright red lipstick my trademark.

I focused on being present, making an impact, and setting my own direction. I want the younger generation to know that you have to break the barriers that are built around you, even if they’re invisible.

Because I showed up every single time, making strong and lasting impressions and friendships, others in the industry knew I would be there. In a way, bold personal style and the confidence that comes with it helped me position myself as a powerful presence in the room. But what I really wanted was to build my own reputation to represent Taiwan – it’s up to me to sell Taiwan as a destination for exhibitions.

You’ve been honored as a Congress Ambassador of Taipei City. What aspects of your work in the MICE industry have shaped your approach to this role?

I was appointed as an ambassador to help bid for congresses, which means I assisted in formally applying for the right to host major international or regional conferences in Taipei by crafting a strong, strategic proposal. These days, I serve more as an advisor to the city government.

Each association has its own traditions, internal politics, and sensitivities, especially regarding cross-Strait issues. I advise the city on whether it’s the right time to bid or if we should wait for a more favorable environment.

Succeeding requires a deep understanding of each association’s leadership dynamics, strategic direction, and concerns, in addition to what Taipei can offer and what suits the city. Working in the MICE industry gives me the insight and flexibility to navigate those complexities, anticipate challenges, and align our bids with the needs of various organizations.

What advice do you have for other MICE leaders?

Just as I recognize that I’m not important, other leaders should realize they are no more or less important than the next person. But this isn’t something to be afraid of.

As K&A International reaches its 30th year, I have promoted a senior staff member to General Manager, given shares to my employees, and changed my title to just a founding member.

Not all entrepreneurs or founders know how to trust. Many struggle with letting go. But part of leadership is allowing your staff to make mistakes by letting them try and learn. Even though I at times knew they were stepping into a hole, I wouldn’t stop them. As long as there’s no real harm and they don’t hit their heads, having full confidence in their ability to figure things out will help pass your success on.

I’d also say to be curious. If you’re not interested in new developments or trends – saying, for example, “Oh, we did this before, why don’t we just follow the same procedure?” No. There may be new rules coming up that we don’t know about.

Imagine you’re a surfer. The bigger the waves, the greater the potential for a breakthrough performance that elevates you, or a wipeout that could take down the whole industry. You have to be able to see beyond what you’ve experienced before, to anticipate the wave that hasn’t arrived yet.

What would you tell someone aspiring to build a career in the MICE industry?

Be fearless, embrace change, and allow yourself to make mistakes.

In Taiwanese and Eastern cultures, we are encouraged to be indirect or avoid what could be seen as confrontation. However, people often tell me I’m blunt. I’m proof that you can speak up and still be considered a respected professional and adored colleague.

I’m a Tibetan Buddhist. Our practice, which is more like a philosophy than a religion, is about knowing yourself and realizing that you’re like a hidden jewel – you need to dust it off to let it shine. Do what feels true to yourself to develop your potential.

I often don’t realize or understand in the moment how I inspire people. To me, I’m just being Kitty.

How do you relax and unwind?

I love sports, even as a spectator. I used to play tennis when I was younger, in addition to badminton, swimming, scuba diving, and water skiing.

I later switched to jogging. Back then not many women ran, but I found running to be a wonderful pastime. As a Tibetan Buddhist, I could meditate while I ran. I developed mantras, and running became very calming for me, especially during big events. But then I was diagnosed with leukemia, and although I can’t run anymore, I know how runners feel and what they want. I still spend my time in prayer. I get along with myself very well, so I’m comfortable spending an entire weekend alone.  I don’t need to say a single word – except maybe to the food delivery driver.