One region. 11 countries. 680 million people. The opportunities across this highly diverse and vibrant part of the world are vast – and Southeast Asia is steadily rising as a preferred destination for business events.

But as demand for multi-destination events continues to grow, organisations and MICE organisers looking to tap into the innovation and synergies of this region for regionally integrated events also encounter different languages, cultures, currencies and ways of doing business across the nations.

That’s the gap that the newly launched Ministry of MICE (MOM) was conceived to fill – a gateway to better navigate Southeast Asia’s diverse event ecosystem and unlock the rich possibilities in the region.

One Region, One MICE Currency

MOM is the brainchild of Francis Cheong, founder of Aavii Worldwide and a seasoned veteran in the business events industry with over 20 years of experience working with Fortune 500 companies. “I see Southeast Asia as one currency in the world of meetings, incentives, conferences and events (MICE),” he says.

Southeast Asia may not function like a single market in the way of the European Union, where cross-border business flows and event participation are relatively seamless. But the launch of MOM is designed to overcome exactly that kind of “fragmentation”, Cheong adds.

Owned and operated by its Aavii founders and headquartered in Kuala Lumpur, MOM simplifies cross-border event planning by providing streamlined access to multiple countries – supported by a curated network of in-market partners who act as a central point of contact.

Instead of navigating multiple vendors across different countries, planners can work through a single brief, says Cheong, MOM consolidates requirements and deploys them to its local partners, enabling faster turnaround, reduced complexity and more consistent delivery across destinations.

A Collective, Not a Company

Notably, the alliance is not a single operator. The collective strength of its members is central to its spirit and value, stresses Cheong.

“MOM is a strategic alliance founded in Southeast Asia – a partnership built not just on business, but on a shared commitment to growth,” said Cheong. “Our strategic partners are like-minded MICE agencies, most of which are founded and run by their owners. They are reliable, trusted and visionary, and they share my passion for elevating the region onto the global stage.”

The founding partners span Malaysia, Thailand, Singapore, Indonesia, Vietnam, Cambodia, Laos and Myanmar: Francis Cheong of Aavii Worldwide; Oscar Choo of CPH Travel Agencies; Tri Nguyen of Indochina Heritage Travel Services; Patrick Kam of MICE Maestro; Jeff Fongmool of MICE Magnet Asia; Lwin Lwin Kyaw of Myanmar Voyages International Tourism; Agustinus Pake Seko of Bayu Buana Travel Services; Augustine Tay of Tay Travel Service; and Anh Minh Vu of Terraverde Travel Services.

Together, MOM’s partners reported a combined sales value of US$300 million in 2025, and the long-term vision is to establish creative partnerships across all of Asia.

The launch of the alliance is just the beginning. The next step, says Cheong, is bringing the Philippines and potentially Timor Leste into the fold – forming a fully connected ecosystem for business events across the region. “We see ourselves as a collective force, coming together to champion Southeast Asia and bring more events to the region.”

Looking ahead, Cheong has bigger and bolder ambitions. He wants to establish an academy and a regional forum to nurture the next generation of event planners – and to demonstrate that travel and hospitality can be a meaningful and rewarding career choice for young people.

“I want to bring sexy back to the industry.”