Founder & Cross-Border Growth Lead, World Future Enterprises

Founding Lead, Saudi–Singapore Community | Council Member, Saudi–Singapore Business Council

Tonya Tan is an award-winning entrepreneur, cross-border growth strategist, sustainability advocate and ACLP-certified trainer with SMU Academy. With three decades of experience spanning retail, international business and brand development, she supports companies entering Saudi Arabia and the wider GCC through market-entry strategy, business development and cross-cultural engagement. As Founder and Cross-Border Growth Lead of World Future Enterprises, Tonya is committed to building meaningful commercial bridges between Asia and the Middle East. She is also the Founding Lead of the Saudi–Singapore Community and a Council Member of the Saudi–Singapore Business Council under the Singapore Business Federation. Her work brings together businesses, government stakeholders, retailers and communities to advance international collaboration and sustainable growth.

Sustainability Leadership

Tonya believes sustainability must move beyond conversation and be incorporated into practical business and operational decisions. Across the Saudi National Day celebrations in Singapore, she has promoted more responsible event production through the use of reusable, recyclable and modular materials for exhibition booths and installations. Her team also seeks to reduce single-use materials and excessive printed collaterals, while promoting digital registration and communications. These measures aim to reduce event waste while maintaining the premium presentation, cultural significance and diplomatic standards required of an official national celebration. Tonya has also advanced sustainability through the Saudi–Singapore Gastronomy initiative, developed in collaboration with LuLu Hypermarket, a leading publicly listed hypermarket group across the GCC. The initiative promoted cultural exchange through food while creating visibility for products and brands across Singapore and Saudi Arabia. Through this platform, Tonya encouraged greater awareness of responsible sourcing, efficient cross-border supply chains, food-waste reduction and conscious consumption. She views gastronomy not only as a bridge between cultures, but also as an opportunity to promote more responsible production, distribution and consumption. Tonya brings a practical and inclusive perspective to sustainability, demonstrating how responsible practices can be integrated into international events, gastronomy, retail and cross-border business development. She is also a strong advocate for women’s leadership and believes that sustainable growth is achieved when businesses, communities and consumers work together to create meaningful, long-term value.