Miki Hay has spent most of her career mixing business with pleasure. HDFX Pte Ltd, which she launched in 2004, has grown into one of Singapore’s most prolific events companies, producing many well-received projects such as outreach campaigns, product activations, award ceremonies, and trade conferences.
Hay, even after two decades in the business, embodies the adage by author Mark Twain, “Find a job you enjoy doing, and you will never have to work a day in your life”. This is a lady who’s passionate about what she does, and how it creates impact for her clients.
“What excites me most is being able to give clients holistic, end-to-end marketing solutions—not just event execution but strategic input that elevates their campaigns,” shares Hay, who is also a mother of three.
“We work closely with them to refine their vision, sharpen their objectives, and design experiences that align with clear key performance indicators such as brand visibility, customer engagement, traffic, and conversions.
“I enjoy helping clients transform abstract ideas into experiences that deliver measurable results. Seeing a campaign come to life, knowing that we’ve enhanced both the creative vision and the marketing impact, is what makes this work so fulfilling.”
What makes an event successful to you? How does this drive your creative strategies at HDFX?
For me, an event is successful when an idea is imagined on paper. It’s like a sketch, a 3D render, a spark of inspiration, coming alive in front of an audience with almost perfect fidelity. It’s like watching a dream materialise; lights, textures, and sounds, all aligning with our vision while also meeting marketing goals. At HDFX, this drives us to keep stretching the canvas of possibilities, weaving in technology, innovation, and inspiration gathered from the world around us. We seek to transform every event into living art that engages and resonates.
Most memorable moments on the job?
One highlight was brokering a partnership between RedBull and a suburban mall to create an unforgettable F1 experience, including pit stop communications and limited-edition merchandise from Austria. Another was our expansion into Myanmar in 2017, which challenged us to blend local culture with international standards. Then, COVID; we pivoted quickly with Augmented Reality experiences and Global Positioning System-based games, allowing clients to keep audiences engaged.
Strangest thing you had to do so that “the show must go on”?
There was an exhibition where the display involved live crabs in water tanks. Everything was set up perfectly, with the venue locked and security in place for the night. But the next morning, the exhibitors stormed up to me, upset that all the crabs had mysteriously vanished. They even insisted we check the CCTV to see if the guards had taken them home for supper! After investigation, we discovered the truth—the crabs had crawled out of the tanks in the middle of the night! The show went on… without the crabs. It reminded me how unpredictable events can be, and why adaptability is one of the most important skills in this industry.
What challenges do you foresee in your industry?
The events industry is at an inflection point. Among the biggest challenges we face is the gradual loss of experienced marketers and event professionals. These people carry not only knowledge, but also intuition, foresight, and the ability to troubleshoot in real time. These are skills honed over decades, and once lost, not easily replaced.
Meanwhile, technology and AI are reshaping the landscape. While these tools give clients faster access to information and alternatives, they can also create a false sense of self-sufficiency. The danger is in overlooking the human element, such as the ability to read a room, adapt on the fly, and create emotional resonance. These are abilities no algorithm can replicate.
At HDFX, we provide holistic marketing solutions. We analyse consumer behaviour, retail data, and market trends, then advise clients on how to refine campaigns to maximise impact. This enables us to create experiences that are not just spectacular, but purposeful and results-driven too.
What do you wish you’d known in 2004?
I wish I’d known what I know now! But no, I wouldn’t trade the journey: the falls, stumbles, and recoveries are lessons you can’t shortcut by listening to someone else. They shaped who I am today.
HDFX is legally an adult this year—older than your three kids. How has leading HDFX made you more effective as a parent?
Running HDFX has given me lessons that I carry into parenting every day. I’ve learnt patience, empathy, and the ability to see things from different perspectives, all of which help me guide my children: Hayden (16), Haynan (11), and Hayley (10).
Dealing with clients and audiences with various expectations at work has shaped the way I teach my children to be grounded and thoughtful. I remind them often that being authentic, kind, and responsible matters more, not being entitled or demanding.
As the children of a business owner, they also represent our family’s culture and values, so I nurture in them strong soft skills such as respect, adaptability, resilience. These are the same qualities I encourage in my team.
In many ways, parenting and leadership mirror each other: you set boundaries and model the right behaviours, but you also create space for growth and independence. Watching both my company and my children grow side by side has been one of the greatest privileges of my life!
Can a woman have it all, you reckon?
Yes, but “having it all” looks different at different stages of life. I’ve been blessed with the support of my family, my helper, and my network of women who step in when I can’t. For women to thrive, we need strong networks that cover our blind spots, people who listen, believe, and back us when others don’t see our vision yet.
Finally, what’s the legacy you want to build?
I want to share my lessons with the next generation so they can fast-track their growth and avoid repeating the same mistakes. If my journey can help others climb faster, that’s an impact worth leaving behind.
