Professor Rebecca Choy's illustrious career took root in the early 1980s, when she and her husband pioneered over a dozen international exhibitions and conferences across Hong Kong, mainland China, and Eurasia, establishing themselves as trailblazers in the region's exhibition industry. 17 years ago, Rebecca embarked on a transformative journey as a social entrepreneur, culminating in the 2015 founding of the Golden Age Foundation.

Through innovative programs, the foundation empowers the "Golden Age generation" (aged 45 and above) to actively contribute to society, advancing Hong Kong as Asia's leading age-friendly smart city. With extensive business expertise and a strong network, Rebecca has seamlessly shifted from corporate titan to social innovator. Her life, whether in its first or second act, shines with equal brilliance.

A Decade of Impact

As the Golden Age Foundation celebrates its 10th anniversary, Rebecca reflects on early skepticism. "When we introduced 'Golden Advocacy,' many misunderstood it; some assumed we ran nursing homes," she shares. "Political and business leaders saw aging as a burden, not an opportunity." After a decade of effort, the vision has gained traction, inspiring organizations to join in. "The government's silver economy policies are truly heartening," she adds.

Pioneering Prosperity

Rebecca's career began in publishing, editing cultural books on China and attending global book fairs. These challenging trips, which she described as "paying to suffer," sparked a vision. "In the early 1980s, Hong Kong's manufacturing was booming. As a duty-free port, it was ideal for trade, so why not invite international buyers here?" she says.

Her foresight transformed Hong Kong into a global exhibition hub. She launched the Hong Kong International Jewellery Show, now among the world's largest, and expanded into furniture, lighting, leather goods, stationery, and education exhibitions across mainland China and Europe, cementing her as a pioneer in the exhibition industries of Hong Kong and China.

From Profit to Purpose

While scaling her exhibition empire, Rebecca's volunteer work sowed seeds for a career shift. A turning point came in the UK, where university students introduced her to social entrepreneurship. "They explained it's about solving social problems, not profit, with earnings reinvested to help those in need," she recalls. "With no formal courses available, I visited social enterprises abroad, read extensively, attended lectures, and learned from practitioners." In 2012, she co-founded Education for Good with Dr. Ka-Kui Tse, a consultancy dedicated to nurturing future social entrepreneurs and driving innovation in social welfare, business, and government, marking her bold leap into social impact.

Designing the Future

Approaching midlife, Rebecca began planning her "second act" as friends grappled with retirement's uncertainties. "The UN projects 2.1 billion people aged 65 and above by 2050," she notes. Seeing an opportunity to transform society, she embraced social innovation to address aging challenges. In 2015, she founded the Golden Age Foundation, a cross-sector platform to foster age-friendly smart cities in Asia. Through the "Golden Age Movement" and pioneering programs, it empowers those 45 and older to live purposefully and contribute to society. The foundation also drives the silver economy, addressing the needs of aging populations.

"Work has never been a burden, nor must it always be tied to profit," Rebecca asserts. "Finding new ways to drive change gives my work profound meaning." She has co-founded non-profits and social enterprises, including Ednovators, Dream Impact Hong Kong, and B-Lab, and chaired the Social Enterprise Summit, amplifying her societal impact.

The Golden Years

Rebecca challenges aging stereotypes: "Society often assumes older people are less productive, unhealthy, and reluctant to spend, becoming burdens." She argues baby boomers are educated, experienced, and healthier, making retirees a dynamic force. "We're shifting mindsets and empowering the Golden Age generation to live meaningfully in their later years," she adds.

Over the past decade, the Golden Age Foundation has launched programs empowering retirees to take on new roles. The Golden Age Volunteer Program with Ocean Park Hong Kong is a flagship initiative. Despite initial doubts, Rebecca's persistence and data-driven advocacy won over park officials. "In 2016, we trained 10 Golden Guides—retired engineers, accountants, IT experts, and civil servants," she says proudly. Since then, nearly 100 seniors have joined, proving the Golden Age generation's value.

Innovating Through Crisis

The COVID-19 pandemic strained small private elderly care homes, prompting the foundation to launch the Golden Age Care Anti-pandemic Support Programme. Mobilizing 100 volunteers and integrating age-tech, the initiative delivered critical aid. "One rainy night, I drove supplies to a care home. The director, in full protective gear, said, 'You're the only one who remembered us.' Her teary eyes showed we'd met an urgent need," Rebecca recalls.

The foundation deployed Dr. Golden, a robot that disinfected homes, provided telemedicine, and facilitated video calls during visit bans. It also played music, shows, and karaoke to uplift residents. "Staff said Dr. Golden eased their workload and stress, bringing life to somber homes," Rebecca says. Thirty-seven care homes benefited, showcasing technology's role in crisis response.

Global Vision, Local Impact

Since joining the United Nations in 2021, the Golden Age Foundation has elevated its mission, with Rebecca aiming to globalize aging issues. From July 31 to August 2, 2025, it will host the 10th Golden Age Expo & Summit at the Hong Kong Convention and Exhibition Centre. Themed "A Decade of Innovation: From Silver to Gold," the event will unite government, business, academia, and civil society to address aging sustainably, fostering solutions for a rapidly aging world.

Passing the Torch

Rebecca's passion for teaching drives her role at the University of Hong Kong's Master of Social Sciences (Nonprofit Management) program. "I want to share my expertise in social innovation, aging, and ESG, helping young people achieve their dreams. Teaching deepens my learning through research, creating a cycle of growth," she says. Her mentorship bridges generations, inspiring future change makers to drive societal progress.

A Legacy of Purpose

With her entrepreneurial spirit, business acumen, and vast network, Rebecca has carved a vibrant path in social innovation, crafting a fulfilling second act. "We only live once. Don't squander your God-given talents. Use your abilities and time to uplift yourself and others," she urges, her words a call to action for all. "As Gandhi said, 'You must be the change you wish to see in the world.' Don't stand on the sidelines—be the change."