Chris Leung, Founder & CEO, Audio Exotics
There exists a realm where a high-end audio system becomes a time machine transcending music playback into a palpable picturesque experience where human senses are connected with recorded music either through digital streaming or vinyl, one entrepreneur truly stands out: Chris Leung, the visionary founder, and CEO behind Audio Exotics, a world-renowned high-end audio consultancy salon based in Hong Kong, China.
A Leap of Faith: From Banking to High-End Audio
Chris’s journey began in the world of finance, where he enjoyed a successful career spanning 25 years as a respected economist in Hong Kong SAR. However, driven by a deep love for music, he made a bold decision to leave behind the stability of banking in 2023 and pursue his true passion in high-end audio full-time. This pivotal moment marked a new direction for Audio Exotics—a brand that is already globally recognized as top of the game in this field. The ultimate aim is to create an immersive and emotional experience for music aficionados worldwide.
“Leaving banking is never an easy decision,” Chris recalls. “But I always want the established excellence of my company to be associated with Hong Kong even more. I am genuinely passionate about recreating the soul of musicians in your home.”
Chris Leung founded Audio Exotics in 2009 with a single studio in Sheung Wan, Hong Kong. From 2013 – 2017, instead of participating in public exhibitions, he pioneered the idea of hosting a private solo exhibition at the HK Convention and Exhibition Centre, showcasing bespoke audio electronics exclusive for private clientele, thereby setting a precedent for future success. Today, Audio Exotics boasts multiple studios across Hong Kong, showcasing bespoke electronics with cutting-edge technology to the service of music reproduction in a domestic environment.
From the outset, Chris’s vision was clear: to create a brand that offers more than just audio equipment. He wanted to provide an immersive experience for his customers, one that would establish soulful communication between the listener and the performers recorded in whatever media.
Crafting the Audio Exotics Experience
Think of him as a chef in the audio domain. Expensive audio electronics do not warrant musicality. Likewise, expensive ingredients do not guarantee a first-rate gastronomic experience if the chef cannot put things in order. In this regard, there are tremendous amounts of technical skills alongside judgmental calls based on music knowledge in order to cradle an audio system that communicates with the listener soulfully. One can think of such as a very deep personalized service. In an industry where product resale value and high CP dictate consumption decisions, he decided to pursue another route.
“Customer education is at the heart of our business,” Chris emphasizes. If they do not understand music, it is hard to make a correct purchasing decision. For example, a pianist’s left hand always controls the bass key, and the right hand for mid/high keys is a fact. There are many owners of very expensive audio systems who got them wrong because left and right cables are reversely connected (cables could cost USD10,000 to USD20,000 for one meter) in many cases. Unlike buying jewelry that requires no skills to wear, expensive audio equipment does not guarantee musicality immediately. There are many factors to consider such as room acoustics, cleansing of electrical noises, positioning of speakers, minimization of mechanical noises, etc, just to name a few. He prioritizes the integration of the system for the customer who is willing to learn with an aim to reach a deeper sense of musicality. This means taking the time to understand each client’s music preferences so that he can precisely curate a system that allows them to travel back in time to meet their beloved artists assuming the quality of recording is good. In reality, he/she would feel as though they are translocated to the same performing venue with the artist. They would feel the soul of the musicians as musical energy penetrates their body and mind. The experience is palpable, and yet there is no screen at all.
Chris has successfully cultivated a brand with an attitude. His ability to do things stylishly and distinctively has garnered him a loyal customer base, including Asia Super Star Aaron Kwok, alongside many business leaders and professionals across the globe. Lately, even the younger generation and females—a demographic often overlooked by competitors, are catching up due to his prolific inspirational writings in Chinese and English on Facebook and Instagram. His youngest customer is a 14-year-old girl, a recital-level pianist who specialises in Lizst. This modern inclusive approach is increasingly effective in catching the right client group.
Chris explains. “AE is about creating an experience that could mimic reality. Customers who paid us a visit often left the studio in awe. This is a consistent experience regardless of where they come from. Over the years, many foreign visitors made visiting AE as one of their important places to go when they visit Hong Kong. As of today, this trend continues unabatedly.”
Redefining High-End Audio
The success of the brand is not just about short-term numbers, though Chris assures the business is profitable. It is much more about the impact he has made on the industry. He has challenged the conventional business model emphasizing on selling quantity without education and turned it into a contemporary pursuit of soulful satisfaction through his deep knowledge of multiple fields.
His dedication to quality and innovative approach has made him a recognized name not only among audiophiles but also in the broader business community. One of the key elements of Chris’s strategy is his distinctive long-term marketing strategy that touches society on multiple fronts. For instance, he even performed a monologue play written by for charity organisation, Food Angel, in order to help the underprivileged who don’t have adequate food to live. The play was alternated by his monologue and curated music played back by his high-end system. Audio Exotics matched the amount of donations from participants to this play and subsequently donated to Food Angel. He also sponsored concerts by the Hong Kong Philharmonic Orchestra twice in 2023. The first was Metaverse Symphony Number One in May composed by Elliot Leung (a locally-born Hong Kong symphony composer under 30s), and the second was international acclaimed pianist Lang Lang in December. He was also interviewed by Stereo Sound (Summer, Vol 231), a leading Japanese Hi-End Audio Magazine established in 1966. This is the first-ever diplomatic trip of Stereo Sound in 58 years to HK/China and they had chosen Audio Exotics. Chris clearly drives AE in a colourful manner, and this approach will likely resonate well with younger generations.
Expanding Horizons: The Future of Audio Exotics
His vision extends beyond Hong Kong. Inspired by the success of Audio Exotics in Singapore, he aims to internationalize the brand through franchise models or joint ventures.
“The prevailing success of Audio Exotics Singapore has proven the universal appeal of approach,” Chris notes. “We’re now looking at ways to expand our presence internationally, whether through franchises or joint ventures.”
Chris advises aspiring entrepreneurs in the high-end audio industry to prioritize long-term goals over quick financial gains and to remain patient and passionate about their work. “This industry is really not for quick money,” he asserts. For him, the focus is on delivering an unforgettable experience for customers, and then business will come naturally.
His dedication to innovation and excellence has positioned Audio Exotics as a forward-thinking leader in the high-end audio market globally. As he continues to push the boundaries of what is possible, Chris’s journey serves as an inspiration to entrepreneurs everywhere.
Defining Success: A Symphony of Passion and Innovation
For Chris, success is not just about financial achievements. It is about being widely recognized for contributing positively to the industry and society. His work at Audio Exotics has brought a fresh perspective to high-end audio. This unique approach has not only disrupted the market but also elevated the industry standard to a higher level.
In his own words, Chris defines success as the ability to ‘game change the industry trend to a higher level’ and to be recognized as someone who brings positive energy and innovation. His story is a reminder that true success comes from doing what you love and doing it well, with an aspiring attitude and dedication.
As Chris continues to push the boundaries of what is possible in the high-end audio world, his journey serves as an inspiration to entrepreneurs everywhere. His story is one of passion, innovation, and an unwavering commitment to excellence—a symphony of success that resonates far beyond the realm of audio.