Peggy Li solid Michelin star high-end food & beverage operator turned service industries consultant with 15+ years of executive-level management experience in Europe, the Middle East, and the Far East.

Peggy has worked in world-renowned Michelin star acclaimed establishments such as L’Atelier de Joel Robuchon and is an individual with an exceptionally strong work ethic, and an ambitious professional.

With Peggy’s strong working persona, she has caved on many successful business ventures prior to settling in as a Managing Partner at SPS: Affinity, a Service-Centric Global Strategy & Communication Consultancy that delivers innovative consulting services to partners in the hospitality, leisure, and tourism, retail, and service industries in the Middle East. In 2018, the cultivation of our China focus arm from Chinese social media, SEO, and Procurement to business connect. Our comprehensive approach covers messaging, product offerings, competitor analysis, and route to market, all designed to launch.

During EXPO 2020 in Dubai, holding the position of the Food & Beverage Consultant for the China and Venezuela Country Pavilion, Local Service Agent for the Estonia Country Pavilion, and Commercial Liaison at the Build phase of the Brunei Country Pavilion. Follow by being one of the judges of Caterer Middles East 2021 and speaking a various industry prestige events such as Gulfood, GITEX, and Arabian Travel Market.

Peggy is an active member of the Dubai Chamber of Commerce, and UAE Chinese Businesswomen Council, this level of network and association elevates the work synergy among female entrepreneurs.

Peggy is also a start-up mentor and adviser at WOMENA, StartAD, Dubai Business Council, Sharjah Businesswomen Council, TiE Dubai, In5 Tech Incubator & Accelerator, and SHERAA.