Linda Cheng, Taiwanese alumna of Sasin’s MBA class of 1990, is the Managing Director of River City Bangkok, a cultural lifestyle art hub situated on the picturesque Chao Phraya River in Bangkok. With a vision to transform River City Bangkok into a thriving art scene, she has successfully turned River City Bangkok into an ecosystem for artistic experiences in Bangkok. Linda demonstrated her creativity, imagination, and entrepreneurial spirit when she orchestrated the immersive exhibition, ‘Up the River During Qingming’ from the National Palace Museum in Taiwan in 2018. As it was very costly and challenging to bring in physical artworks from Europe, she organized another series of successful immersive exhibitions in 2019, featuring ‘From Monet to Kandinsky’, ‘Italian Renaissance,’ ‘Something Nouveau,’ and ‘Van Gogh: Life and Art.’ These exhibitions aimed to engage and inspire audiences, encouraging them to venture out of their comfort zone and experience art in new and profound ways. The Power of Art During her MBA at Sasin, she acquired a crucial lesson in examining the market and identifying pain points to comprehend the underlying issues to problems, ultimately driving sustainable business transformations. Before she transformed River City Bangkok, she found that there were high demands for an art space where artists, art lovers, antique traders and collectors could meet. Linda firmly believes that art is a medium for human connection and personal growth. By curating exhibitions, she aimed to foster meaningful experiences, urging visitors to see and feel art in transformative ways. Cheng emphasizes the importance of personal encounters with art. “Being in the creative industry is not easy because art can be abstract, but you must experience it, feel it, and know it for yourself,” said Linda. One of the first obstacles she faced in bringing art from abroad to Thailand was convincing the museum directors at the National Museum Palace in Taiwan to work with an art center that isn’t a renowned national art gallery nor a national museum. “We need to be willing and brave enough to say we’ve got to change that, even though it’s very difficult to change people. It’s very difficult to change people’s mindsets. So, conversations, communications, ongoing and endless conversations internally and externally are all very crucial,” she emphasized. Sustainability through Creative Thinking Linda also believes that creativity is a fundamental aspect of any business in any industry, not to mention the creative industry. While digital innovation and high technology are important, she believes that creativity must be at the forefront of any innovative and sustainable method for growth and success. “Creativity is something that we have to have in our mind, in our soul. To be able to grow continuously, don’t be afraid to dream, don’t be afraid to imagine what doesn’t exist yet, “she said, “I think that’s the most challenging thing about wanting to do something different, creative, and unconventional.” Integrating sustainability into business or art can be a challenge, but Linda emphasizes the importance of creative thinking to overcome these challenges. River City Bangkok’s mission is to promote culture and lifestyle sustainably by providing an experience that is not just about financial terms. While the collectibles and art are important, Linda believes that giving people the opportunity to experience art and culture for free or at an affordable cost is just as important. This approach ensures that the younger generation, even if they cannot afford to purchase artworks or antiques, can still engage with and appreciate them. Linda aims to create social dividends in addition to financial dividends by fostering a sense of community, enabling families to learn more about art and artists who showcase their creations. “I think sustainability also means that the human experience that can be long lasting– more than the material experience and for me, that spiritual or soulful experience will help people to also be happier,” Cheng said. Through her imaginative vision, River City Bangkok has become a place for people to enjoy art, an accomplishment that initially seemed improbable in a city filled with luxurious malls. Her dreams have become a reality, and she continues to plan future projects, including an art and design-focused lifestyle bookstore at River City Bangkok modeled from abroad, set to open later this year. Linda’s achievements serve as an inspiration for aspiring entrepreneurs in the creative industry, highlighting the importance of creativity, imagination, and unconventional thinking in driving innovation and sustainable growth. With an entrepreneurial mindset, she fully encompasses the essence of the Sasin rabbit, aiming to inspire, connect, and transform while keeping sustainability as a key objective.