Herbs, heritage and a second act: Joanna Wong’s Recipe for career reinvention

How Joanna Wong turned a lifetime in branding into a speaking-powered career in Chinese herbal cuisine.

On a quiet Sunday afternoon, the kitchen at Golden Peony hums with precision. White porcelain plates gleam under warm lights, delicate herbs line the counter like an artist’s palette, and in the middle of it all, Joanna Wong is deep in conversation with executive Chinese chef Ku Keong. It’s not just small talk – they’re fine-tuning a menu where every dish tells a story, every ingredient carries meaning, and every bite is designed to nourish.

This is Joanna in her second act.

She isn’t a culinary school graduate fresh out of training, nor is she chasing her first break. For over two decades, Joanna built brands, managed communications, and partnered with world-class chefs on corporate collaborations. But now, she’s stepping into a new chapter – one where her name, her passion, and her expertise take centre stage.

And in true Joanna fashion, she’s not starting small.

From brand builder to herbal cuisine specialist

Long before she became known for infusing Chinese herbs into chocolate or elevating the humble chicken wing into a herbal delicacy, Joanna’s professional world was rooted in communications. Starting her career in advertising and PR agencies, she honed a skill set that would serve her for life – understanding audiences, telling stories that stick, and shaping perception through brand positioning.

In 2000, she joined Eu Yan Sang as their marcoms manager. Over the years, she climbed the ranks to become head of corporate communications and brand management, leading campaigns that celebrated traditional Chinese medicine (TCM) in modern contexts. Her fascination with TCM’s food therapy approach – the idea that herbs could restore balance and improve health – became more than a professional interest.

“I soaked up all the information I could about herbs,” Joanna recalls. “As a passionate cook, I started infusing them in my own dishes. Family and friends loved it.”

That personal curiosity turned into professional innovation. Joanna proposed collaborations between Eu Yan Sang and the World Gourmet Summit, partnering with chefs like Sam Leong, Susur Lee, Emmanuel Stroobant, and Justin Quek. The result was a series of dining experiences that soft-branded the company’s products through exquisite, memorable meals.

Over more than a decade, she became known not just as a corporate leader but as the Chinese herbal cuisine specialist – a title she earned long before it became her full-time calling.

The turning point

Like many professionals, Joanna’s career took an unexpected turn during the pandemic. The corporate world was rapidly transforming – everything was going digital, powered by AI, automation, and a younger generation fluent in the language of algorithms.

“I realised it was becoming challenging to compete in a space where the young and energetic seemed to fit better,” she says. “So, I turned to the wisdom of nurturing, educating on a topic that’s close to my heart.”

This wasn’t a retreat; it was a strategic pivot. Joanna saw a gap: younger consumers were largely unaware of herbal food traditions, and without someone to pass that knowledge on, it risked disappearing.

Her new mission was clear – preserve the heritage of Chinese herbal cuisine, modernise it for today’s palate, and create experiences that educate as much as they delight.

Building Herbalicious

Launching her own brand, Herbalicious, Joanna began to reimagine how people experience herbs. She moved far beyond the predictable herbal soups, experimenting with chocolates, cakes, salads, and fried favourites. Her first big hit? Herb-marinated chicken wings – a dish that quickly became a family favourite.

“Adapting tradition for the modern palate is easier than people think,” Joanna explains. “You don’t substitute herbs for flavour – you use them to enhance it.”

Her creative process starts with trend-watching. If fried chicken is hot, she asks: What herb can I pair it with to elevate the taste, texture, and even the nutritional value?

But passion alone doesn’t guarantee sustainability. The steepest learning curve? “Managing finances and making the business profitable,” she says candidly.

Even so, she’s seen a gradual shift in perception. “It’s not an overnight change, but once people taste the food, they realise herbs aren’t intimidating. They leave convinced they should be more mindful about what they eat – and that, over time, will change their health.”

Speaking as a business multiplier

A few months ago, Joanna and I had a conversation about the power of speaking. I told her that while her topic might be too niche to generate high-stage fees alone, the real monetisation happens off-stage. Speaking becomes the platform – the trust builder, the credibility anchor – that drives demand for everything else you offer.

Her expertise is tailor-made for this. A keynote on Herbs in Every Bite can spark curiosity. A follow-up workshop can turn curiosity into knowledge. An exclusive dining event can turn knowledge into a memorable, high-value experience.

This is exactly what we at Speakers Society teach: Your voice is your most powerful business asset. Communicate well, and you gain freedom – whether your goal is income, impact, or influence.

Joanna’s second act is the perfect case study. She’s not just cooking; she’s telling a story. And that story is becoming her stage.

A milestone moment – herbal high tea at Golden Peony

This August, Joanna will co-host an event that blends her worlds of culinary creativity, herbal expertise, and experiential learning.

In collaboration with executive Chinese chef Ku Keong, the Herbal High Tea at Golden Peony offers guests a taste of signature dishes like:

• Roasted “London” Duck Roll with GanCao and Aged ChenPi.
• Mini Abalone Siew Mai with YuZhu and DangGui.
• Black Cod Herbal Soup – nourishing, flavourful, unforgettable.

It’s more than an afternoon tea. Joanna will guide guests through the health benefits of each herb, demystifying ingredients and sharing simple ways to incorporate them into daily meals.

For her, it’s a milestone – the first of many speaking-powered experiences in this new chapter. For attendees, it’s a chance to taste heritage, learn something new, and see firsthand how a personal passion can become a profession.

Editor’s note: Career reinvention lessons from Joanna Wong

Five takeaways from Joanna’s journey that you can apply to your own second act

1. Leverage your past, don’t abandon it.
   Joanna’s pivot worked because she built on decades of branding, communications, and event experience. A career change doesn’t mean starting from scratch – it means repurposing your strengths for a new arena.
2. Turn your passion into a methodology.
   Cooking with herbs was more than a pastime – Joanna refined it into a distinctive culinary method. Identify the unique approach that sets you apart and make it your signature.
3. Adapt tradition for today’s audience.
   She modernised herbal cuisine without losing authenticity. Whatever your field, relevance often comes from blending heritage with what’s trending now.
4. Use speaking as your business multiplier.
   For Joanna, speaking is the bridge between expertise and monetisation. A well-delivered talk can lead to workshops, collaborations, and premium experiences.
5. Think experiential, not just informational.
   The Herbal High Tea isn’t just a presentation or a meal – it’s an immersive experience. When your audience feels your message, they remember it and act on it.

No expiry date

Joanna Wong’s story is a reminder that career reinvention doesn’t require abandoning your past – it means bringing your accumulated skills, relationships, and insights into a new arena where they can shine.

She didn’t throw away decades of brand-building experience; she leveraged it to position herself uniquely in the culinary world. She didn’t see age as a disadvantage; she saw it as a source of credibility and depth.

Whether you’re contemplating a second act or simply looking to make your current chapter more fulfilling, Joanna’s journey proves one thing: it’s never too late to start again – and your voice can take you further than you think.

📅 Event details:

Herbal high tea at Golden Peony
Sunday, August 24, 2025 – 3pm sharp
Golden Peony, Level 3, Conrad Marina Bay, 2 Temasek Blvd, Singapore 038982
💰 SGD 98++ per person (kids under 5 dine free)
🎁 Early bird: Book by 6pm, August 18, 2025, for 15% OFF
Reserve: https://forms.gle/yD2UTGLSPgFe4hAD7