Photo by Star Sabroso I Shot on location Manhattan, Conrad Singapore Orchard
Germaine Woon
Founder of F&B Communications Agency, The Foundry Asia
Meet Germaine, a Hong Kong native whose path in the F&B industry seems almost preordained. With a background in hotel management and a career on a steady upward trajectory since beginning as a marketing trainee, Germaine has established herself as a key player in the industry. Today, she is the owner of The Foundry Asia, an F&B communications agency operating across nine cities, providing tailored services for bars, restaurants, and personalities in the region.
Watch the video below for her full interview:
Before making her mark in Singapore, Germaine held several key leadership positions in Hong Kong. She served as the group marketing manager for Buzz Concepts, known for the underground club Volar, Fly, and the American chophouse Lily & Bloom. Germaine also stepped in as the head of marketing communications for JIA Group, the proprietor of popular dining spots like 22 Ships, Duddell’s, Estro, and Louise.
Further solidifying her expertise, she took on the role of commercial sales manager for the prestige channel at Pernod Ricard, orchestrating commercial strategies for over 200 restaurants and bars across Hong Kong and Macau.
Fast forward to 2025, and The Foundry Asia has made waves in the communications sphere, managing services for a lineup of notable establishments. In Tokyo and Shanghai, the agency represents the award-winning venue NARISAWA. In Hong Kong, Foundry’s clients include Little Bao, Artifact, Mostly Harmless, Zuma, and personalities like May Chow (recognized as Asia’s 50 Best Female Chef 2017), alongside Beckaly Franks (Asia’s 50 Best’s Bartenders’ Bartender 2023). Over in Singapore, their portfolio features Mandala Masters, Bees By NARISAWA, Parliament, and Barbary Coast, among others. The agency has even expanded its reach to Kuala Lumpur with Eat and Cook, in Macau with Wing Lei Bar, and recently took charge of PR and marketing for Lee Kum Kee’s official 50 Best Restaurants campaign in Seoul.
This year, Germaine is set to broaden her horizons by launching a new vertical, The Foundry Collective, which will specialize in APAC PR and branding for luxury hotels and lifestyle brands. Her journey reflects her relentless passion and creativity in the dynamic F&B landscape, where she continually pushes boundaries and plays a pivotal role in shaping the culinary and hospitality narrative across Asia.
What inspired you to start your own firm?
I think it was time. It had always been on the back of my mind, but I thought I needed more experience and to expand my network, not just in Hong Kong but outside of it as well. One day, I woke up and thought, ‘You know what? I’ve done everything; now it’s time for me to do my own thing.’ I’ve always held leadership positions at a very young age, and I realized that if I didn’t do this now, I might never do it. So, I started it with my business partner, and here we are, one and a half years later, in nine cities.
How have your experiences in Hong Kong and Singapore influenced your work in hospitality marketing?
I was born and raised in Hong Kong and have been in the F&B industry for as long as I can remember. After doing it for so long, you naturally crave a change and want to explore what else is out there. Singapore is a beautiful city—small but brimming with heritage and culture. One thing I love about it is the creativity, which is truly remarkable. Though many see the two cities as competitors, they both possess strong merits, making them two of the biggest hubs for F&B and hospitality. You learn valuable traits from Singapore and Hong Kong, and you can bring those insights to both cities. That’s honestly how The Foundry Asia was born.
How do you balance creativity and business acumen in your role?
I’m not a ‘creative’, and that’s actually one of my weakest spots, and I’ve been very honest about it from day one. But I surround myself with people who are creative—our chefs are creative, and our bartenders are creative. Ultimately, at the end of the day, my team is extremely creative, and while they are there, I support their visions as long as they are justified and make sense to the mass consumers and the niche consumers. That’s my job as a founder and an owner.
“We are now in a position where we’ve made a lot of mistakes, but those mistakes are what make you stronger as a person.“
What valuable lessons have you learned from your clients and their approach to business?
When I first started out, Yoshihiro Narisawa, May Chow, and Beckaly Franks were the first ones to say, ‘We’ll work with you.’ I didn’t have to pitch for it; it was purely based on relationships, as I had worked with them previously. I thought, ‘You know what? I’m going to learn as much as I can so I can help them in the future. Something that really resonated with me was what May Chow said: ‘We didn’t invest in you because of your agency; we invested in your potential.’ That idea inspires the way I hire my team members. Everyone on my team is incredibly strong and creative, but what they all share is integrity and a love for what they do.
“I don’t tolerate any negativity; I don’t tolerate gossip, and I surely do not tolerate any form of bullying.”
What key changes should the F&B industry make to better support and empower women?
Coming from my past experiences, I have been bullied a lot, and the one thing that I wish I had always done was to speak up. I know that everyone says this, but because I’ve had certain experiences, it has built up to a point where I don’t tolerate any negativity; I don’t tolerate gossip, and I surely do not tolerate any form of bullying. Honestly, when I started working with May Chow and Beckaly Franks, I began to understand why they are the way they are. They have boundaries and speak up when they don’t like something. Some people may see that as being stubborn or dramatic, but honestly, it’s purely about having boundaries. I think that’s something that no one actually talks about.
What do you love most about the F&B and hospitality industry?
I absolutely love the people, and that’s honestly one of the main reasons why I’ve stayed in F&B for so long. You really do meet a lot of characters. I’ve always said from day one that I’ve learned my skills on the job. I was never actually book smart; I was really all about the people, and because I understand people, I’m able to do my job a lot better.
What advice would you give to other women aspiring to make their mark in this field?
You have to really love what you do. I know that sounds very cliché, but I often interview a lot of people, and the first thing I ask is, are you willing to work long hours? It’s not just about loving food; it’s not just about loving drinks. Are you interested in the educational side of it? Do you love crafted spirits? Do you enjoy hearing the stories behind certain bartenders? It’s not just about pretty photos of food and drinks. If that’s what you’re into, then you’re not fit for this industry.
Visit thefoundry.asia for more information about her agency, and follow them on Instagram at thefoundryasia for updates on their future projects.
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