Alumni Industry Series|Peter Jung (EMBA 2015) advances ESG practices in the exhibition industry

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In the wake of the pandemic, all industries are eager for revival, and the exhibition sector is no exception, aspiring to surpass its pre-pandemic heights. Peter Jung (EMBA 2015), cofounder of Milton Exhibits and a seasoned industry veteran, was behind the highly acclaimed “MURAKAMI vs MURAKAMI” exhibition in 2019. Not only has he introduced safety management principles from the construction industry to the exhibitions field, but he is now also pioneering the integration of ESG (Environmental, Social and Governance) principles. As the industry seeks to rebound, Peter is committed to advancing carbon reduction and driving sustainability within the sector.

After completing his undergraduate studies in building and construction, Peter found himself in the exhibition industry almost by chance. “During my internship at a construction site, I realised that the architectural industry was different from what I had imagined, so I wanted to explore opportunities outside of it.” Graduating in 1988, the year the Hong Kong Exhibition and Convention Centre (HKCEC) in Wan Chai opened, he joined an event marketing company as a management trainee. By 2006, shortly after the debut of the AsiaWorld-Expo, Peter decided to venture out on his own. Drawing on his network and experience, he established his own exhibition business with a solid presence across the industry.

 

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Peter believes the industry lags behind neighbouring regions in advancing sustainability and emphasises the crucial role of government support and initiatives.

With the advent of the HKCEC and AsiaWorld-Expo, Peter witnessed the dynamic growth of Hong Kong’s exhibition industry. As the market expanded, the demand for speed and adaptability grew as well. Being a technical service provider, he was often tasked with completing exhibition setups within a tight hours-based window to ensure that exhibitors could prepare on time. He also encountered situations where sudden changes in shipping schedules delayed booth deliveries, requiring him to quickly step in, travel to the location, and find alternative suppliers to address the issues.

 


Examining exhibition carbon emissions and promoting sustainability

In Peter’s view, while speed is a hallmark of the Hong Kong market, the city lags behind neighbouring regions in advancing sustainability. For instance, in MICE tourism — a major economic driver for Hong Kong — exhibitions contribute the most to carbon emissions. “Over 30 per cent of the carbon emissions from a single exhibition arise from the travel of exhibitors and attendees; emissions from the construction and transport of booths and related waste materials are also considerable,” Peter notes.

 

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Peter underscores that beyond reducing carbon emissions, they need to explore new materials and suppliers, but the most crucial element is changing stakeholders’ mindsets to achieve synergy within the broader ecosystem that supports environmental responsibilities.

To promote sustainability in the exhibition industry, Peter begins every project by assessing its environmental impact and devising strategies to mitigate carbon emissions. For instance, he has repurposed old banners into new ones, opted for honeycomb panels instead of wood for booth constructions, and utilised modular integrated construction method to put together exhibits and booths. Additionally, some components were sent to mainland China for reuse in future exhibitions. Peter underscores that, beyond reducing carbon emissions, discovering new materials and suppliers is essential to achieve synergy within the entire ecosystem that supports environmental responsibilities.

 

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Recyclable board exhibition stands are revolutionising the space with their combination of eco-friendliness and innovation. Peter said they serve as an excellent example of prioritising sustainability in exhibitions, which not only helps reduce waste but also significantly decreases the environmental carbon footprint of exhibitions.

 

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Peter humorously remarked that seeing colleague who got full sponsorship from the company enjoy their EMBA experience at CUHK and enhance their management skills inspired him to enrol.

 


Fostering alumni engagement and sustaining classmate relationships

Peter’s commitment to sustainability is evident in both his professional and personal endeavours. He humorously shared that during his EMBA programme, he volunteered as the class rep by serving the fellow classmates to gain their favour. In this role, he established the “Class Reps Cook for U”, which hosts regular cooking gatherings to nurture enduring relationships among classmates. Peter is also planning to pursue design courses to incorporate more design thinking and service design into his projects and organisations. His aim is to address client needs while also prioritising environmental protection and social responsibility, thereby advancing sustainability through partnership with different stakeholders in the event and exhibition industry.

 

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During his EMBA programme, he established the “Class Reps Cook for U”, which hosts regular cooking gatherings to nurture enduring relationships among classmates.

 

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