Speaker Biographies
THRIVE
Three days of market insight, investment discussion, founder-led exchange and hospitality experiences across Dubai.
Peggy Li
Managing Partner & CEO, SPS Affinity
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Peggy Li is the Managing Partner and CEO of SPS Affinity, a Dubai-based consultancy specialising in China strategy for hospitality, F&B and tourism brands across the Middle East.
An award-winning Chinese marketing strategist with over 20 years of executive leadership experience in luxury hospitality, Peggy has built her career at the intersection of operations, brand strategy, and international market expansion.
She began her journey in London’s Michelin-starred restaurant scene before being recruited by Chef Joël Robuchon, contributing to the success of L’Atelier de Joël Robuchon London and later opening restaurants on his behalf in Bangkok and Shanghai.
In 2016, Peggy relocated to Dubai to lead the F&B division at Chalhoub Group, overseeing brands including Aubaine, Vogue Café, and La Pâtissier de Rêve. In 2018, she joined SPS Affinity, where she now leads the firm’s work connecting Middle Eastern brands with Chinese consumers, travellers, and partners through digital strategy, market entry advisory, and commercial partnerships.
Peggy is a frequent global speaker and panellist at major industry events including Forbes Middle East, Arabian Travel Market, and Future Hospitality Summit, and is regularly featured in regional and international media for her insights on hospitality, China, and cross-border growth.