Flora Chen

Flora Chen is the Managing Director for Greater China & Southeast Asia at Setra Group AB, where they lead the company's expansion in sustainable wood products. Previously, Flora served as Chief Representative for the same region, driving strategic market entry and establishing sales offices. With a strong analytical background, Flora worked as a Business Consultant for Business Sweden, focusing on market entry strategies and investment facilitation between Chinese and Swedish firms. Flora holds a Master of Science in Geography from the National University of Singapore and a Master of Science in Sustainability and Management from Royal Holloway, University of London, and is currently pursuing a Master of Social Science in Sustainability Leadership and Governance at The University of Hong Kong. Fluent in Mandarin, Cantonese, and English, Flora is recognized as an influential team leader with excellent interpersonal skills and extensive travel experience.