Founded by Lee and based in Hong Kong, Alembic Creative is a consultancy at the intersection of luxury travel, branding, and editorial storytelling. We help exceptional travel brands stand apart — and stay top of mind — through clever strategy, evocative content, and a deep understanding of what drives meaningful media attention.

With a background in aviation and over a decade working with the world’s most respected travel publications, Lee brings both insider insight and editorial instinct to every project. Her work pinpoints not just what makes a destination or experience special, but how to elevate it to unforgettable.

Alembic Creative collaborates with a diverse global portfolio from luxury hotels, remote eco-retreats, and private island resorts, to national tourist boards, boutique tour operators, and international hospitality groups. Previous clients include Hyatt, Alila, Andaz, Galaxy Entertainment Group, the Hong Kong Tourism Board, St. Regis Hotels & Resorts, The Luxury Collection, and more.

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