U-Fong Chua

U-Fong Chua

E-commerce Director, MU ASEAN

Beiersdorf

U-Fong Chua is the e-commerce director for MU ASEAN at Beiersdorf and was recognised as one of MARKETING-INTERACTIVE’s Top 25 E-Commerce Leaders in Asia. He also recently served as a judge for the Asia E-Commerce Awards 2025. He leads Beiersdorf’s e-commerce growth strategy across Southeast Asia for brands including NIVEA, Eucerin, Hansaplast, and La Prairie, overseeing a regional organisation of more than 50 e-commerce professionals across ASEAN.

With over a decade of experience in FMCG and e-commerce, Chua previously held leadership roles at The LEGO Group, P&G, and L’Oréal. His leadership philosophy is simple: stay bold, stay adaptable, and never stop reinventing.