Shaping Culture through Strategy, Creativity, and Purpose.

A man in glasses and a white shirt smiling and holding a microphone on a panel discussion, with a woman blurred in the background.
Two men sitting at a round table looking at a smartphone, with a presentation screen and glasses of water in a conference room.
Ivan Heng, Professor Tommy Koh and Dr Samuel Wong at Shangri-La Singapore
Dr Samuel Wong giving a workshop on Arts and Entrepreneurship at the Hong Kong Arts Administrator's Association
Richard Fei General Manager, Shanghai Culture Square Theatre Management Ltd, Yvonne Dai Executive Director, Shenzhen Fringe Art Center, Dr Samuel Wong, Samuel Wong Creatives and Professor Anna Chan, Hong Kong Academy of the Performing Arts

Samuel Wong Creatives is a boutique firm specialising in arts strategy, music communication, research, and cultural thought leadership.

Founded by Dr. Samuel Wong, a musicologist, creative director, and cultural innovator, the consultancy leverages almost three decades of experience in the arts sector to provide strategic insights, creative solutions, and impactful research for organisations seeking to navigate the evolving cultural landscape.

Our Services

  • Arts Strategy & Consultancy

    Guiding arts institutions, policymakers, and cultural organizations in strategic development, creative direction, and sustainable arts programming.

  • Outdoor Spaces icon

    Music Communication & Research

    Providing expert analysis on music perception and audience engagement, ensuring that music is effectively integrated into public and private spaces.

  • Cultural Thought Leadership

    Offering keynote lectures, panel discussions, and workshops that explore cultural diplomacy, arts innovation, and the future of creative industries.

Our Clients

  • Consultancy on Cultural Diplomacy and Programming; Speaking on Cultural Innovation and Research

  • Panels and Speaking on Cultural Leadership, Arts and Innovation, Arts and Health

  • Panel on Arts and Business and workshops on Arts and Entrepreneurship

  • Strategic organisational consultancy, aligning its artistic vision, community impact and growth pathways

  • Panellist for Scholarship, Major and Seed Grants, External Reviewer, Speaker and Thought Leadership in Let’s Connect on Arts and Health Initiatives

  • Festival Advisory Panel 2025-2028

  • Consultancy on Heritage, Development, Innovation, Governance and Strategy

  • Keynotes and Thought Leadership on Arts in the Pandemic and Post Pandemic; Speaking on Fundraising and Cultural Leadership

  • “Dr. Wong’s career blends artistry, education, and social entrepreneurship, cementing his role as a key figure in Singapore’s cultural and musical scene.”

    Robb Report Singapore

    Robb Report Thought Leaders 2024

  • “Dr Samuel Wong is a true pioneer in Singapore’s music and arts sector, whose work embodies artistic excellence, innovation, and a commitment to cultural heritage.”

    Ministry of Foreign Affairs, Singapore

    Ambassador Tommy Koh, Ambassador-at-Large, Ministry of Foreign Affairs, Singapore

  • “We are working at the cutting edge of arts, tech, wellness and, if successful, would yield wide-ranging benefits.”

    Prestige Online – Singapore

    Prestige 40 Under 40 profile on Dr. Samuel Wong

  • “Dr. Wong’s ability to bridge academia and practice—through research, leadership, and hands-on application—makes him a crucial figure in advancing the field of cultural management and arts practice globally.”

    The Chinese University of Hong Kong

    Dr. Benny Lim, Associate Professor of Practice in Cultural Management

  • “Through groundbreaking projects like the MRT Train Chimes, he has pioneered an auditory cultural identity for Singapore—a concept now studied internationally as a model for urban sonic design.”

    Lincoln Centre for the Performing Arts, New York

    Guan Mengtong, Associate Director, Artistic Programming

  • “His ability to create partnerships beyond the traditional arts sector—bridging education, wellness, technology, and diplomacy—sets him apart as a leader of national and international influence.”

    Confucius Institute, NTU

    Dr. Neo Peng Fu, Director

  • “Dr. Wong is more than a musician—he is a guardian of Singapore’s musical heritage, a visionary innovator, and an inspirational leader.”

    Thau Yong Amateur Musical Association

    Lim Soo Hiang & Lee Seow Yun, President & Society Historian

  • “Wong and his friends were laughed at in school for playing ‘cheena’ instruments. They embraced the pain and turned it into purpose — and now run one of Singapore’s most successful arts collectives.”

    Mothership

  • “Music is a language, but it is a language that transcends boundaries, culture, and languages. To quote Hans Christian Andersen, ‘Where words fail, music speaks.”

    Quoted in Museum for the United Nations, 16 Feb 2025

  • "My goal has always been to inspire self-driven learning and cultural engagement beyond the classroom or stage."

    Quoted in 《中国新闻社》 China News Service, 2010

  • "To me, music is not just performance — it is a vehicle for cultural education and transmission."

    Quoted in 《联合早报》, 28 November 2020

Our Team

Dr Samuel Wong speaking at the 14th Cultural Leadership Summit presented by the Hong Kong Arts Administrators Association (HKAAA)

DR SAMUEL WONG

Founder & Principal Consultant

Dr Samuel Wong is a visionary arts strategist, cultural leader, and musicologist with almost three decades of experience in the creative and cultural sectors. He is the Founder and Principal Consultant of Samuel Wong Creative Consultants, a practice specialising in performing arts advisory, creative direction, programming strategy, and cultural thought leadership.

Samuel is also the Co-Founder and Creative Director of The TENG Company, one of Singapore’s most dynamic and respected music charities. Under his leadership, TENG has been recognised as a Major Company by the National Arts Council and an Associate Member of the National Council of Social Service.

Samuel holds a PhD in Ethnomusicology from the University of Sheffield, where he was awarded dual scholarships from the Harry Worthington Foundation and the Hokkien Huay Kuan. His work is characterised by a unique ability to innovate within tradition, with initiatives such as Stories from an Island City, TENG Gives Back, The Forefathers Project, Music for Mindfulness, and The Singaporean Composers Series, reshaping how music and society intersect.

As a recognised cultural thought leader, Samuel has delivered keynote lectures at the Chinese University of Hong Kong, the Hong Kong Academy for Performing Arts, Yale-NUS College, and the Conservatorium van Amsterdam. In 2025, he completed the Oxford Cultural Leaders Programme, joining a global network of senior executives advancing the future of arts leadership.

Samuel’s work bridges artistic innovation, community engagement, and strategic consultancy. His mission is to help cultural organisations, festivals, and creative enterprises thrive amid a rapidly evolving global landscape — crafting resilient identities, inspiring audiences, and expanding the impact of the arts in society.

Join us at the intersection of art and impact.