Debbie Soon

Debbie Soon is an entrepreneur, digital art collector, and advocate for increased representation in arts and technology. She is the Co-Founder and Chief Growth Officer at HUG, a social marketplace that helps creators showcase and sell their work both on-chain and off-chain. HUG has grown to over 35,000 members across 170 countries and has secured partnerships with the NFL’s Los Angeles Chargers, DIOR, and the United Nations. The platform also provides funding and education to emerging artists, distributing over $300,000 in grants and scholarships. 

Debbie is also an author of Digital Mavericks: A Guide to Web3, NFTs, and Becoming the Main Character of the Next Internet Revolution released by Wiley, on February 2025, she highlights how the new Internet is empowering creators and reshaping traditional industries. 

Debbie held key strategic marketing and business development roles at ONE, a sports media company that includes platforms like ONE Esports and ONE Championship Japan. She played a crucial role in launching three multimillion-dollar businesses in media, esports, and e-commerce for ONE Championship, one of Asia's most successful unicorns. 

She also helped grow ONE’s online direct-to-consumer business from zero to $2 million annual recurring revenue in just eight months, earning a feature on Shopify alongside brands like Allbirds and Heinz. Prior to that, she managed over $1 billion in global consumer sector investments for GIC, Singapore’s sovereign wealth fund. She also founded 7Cycle, Southeast Asia’s first boutique indoor cycling studio, and led it to a successful exit. 

Debbie holds an M.S. in Financial Engineering from Columbia University (2010–2011) and a B.A. (Hons) in Economics from the University of Cambridge (2007–2010). In addition, she is a CrossFit Level 1 trainer and a Certified Strength and Conditioning Specialist.

Debbie Soon pursued her higher education at the University of Cambridge, earning a B.A. (Hons) in Economics from 2007 to 2010. She then went on to complete an M.S. in Financial Engineering at Columbia University (2010–2011). Her academic background laid the foundation for her expertise in finance, investment, and business strategy.

Debbie began her professional journey at GIC, Singapore’s sovereign wealth fund, where she spent nearly seven years (2011–2018) in various roles. She started as an Associate (2011–2014) before being promoted to Assistant Vice President, Portfolio Manager (2014–2018), and eventually Vice President, Portfolio Manager (2018). During her tenure at GIC, she specialized in equity investments within the consumer discretionary sector, managing over $1 billion in global investments.

Her experience at GIC provided her with deep insights into financial markets, investment strategies, and consumer business trends, which later influenced her transition into entrepreneurship and startup development.

Debbie ventured into entrepreneurship in 2013 when she founded 7Cycle, Southeast Asia’s first boutique indoor cycling studio. The business, which she operated until 2015, was successfully acquired by a leading lifestyle brand. This marked the beginning of her involvement in building and scaling consumer-focused businesses.

In 2018, Debbie joined ONE Championship, one of Asia’s most successful unicorns backed by Sequoia Capital. Over three years (2018–2021), she played a critical role in expanding the company’s business operations:

• Senior Manager, Corporate Development (2018) – Focused on strategic projects, partnerships, and investment opportunities.

• Chief of Staff to the CEO (2019) – Spearheaded the launch of ONE Esports and ONE Championship Japan, securing multimillion-dollar investments and forming key partnerships with game developers such as Capcom, Moonton, and Valve.

• VP, Head of Consumer Products (2019–2021) – Led global merchandise and consumer goods sales across direct-to-consumer, wholesale, live events, and licensing channels. Under her leadership, ONE’s online direct-to-consumer business scaled from zero to $2 million ARR within eight months and was featured on Shopify alongside brands like Allbirds and Heinz.

In 2021, Debbie joined M13, a venture firm, as a Founder-in-Residence, where she developed business ideas in partnership with PepsiCo to democratise access to wellness and emerging technology.

In 2022, she co-founded HUG, a creator-focused social marketplace that integrates physical and digital (onchain) collectibles. As Co-Founder and Chief Growth Officer, she has played a pivotal role in growing the platform to over 30,000 users across 170+ countries and securing strategic partnerships with NFL’s Los Angeles Chargers, DIOR, and the United Nations. She also led efforts to raise $5 million in seed funding from investors including L'Oréal and OKX, as well as managing HUG’s acquisition by dotART.

HUG is known for supporting creators through artist grants, educational initiatives, and community-driven growth strategies, distributing over $300,000 in artist grants and placing over 1,000 artists in global events and exhibitions.

Debbie is the author of Digital Mavericks: A Guide to Web3, NFTs, and Becoming the Main Character of the Next Internet Revolution, set to be published by Wiley in 2025. The book provides an accessible guide to Web3 and NFTs, featuring real-life industry leaders and insights into the evolving digital economy.

Originally from Singapore, Debbie now resides in the United States, having relocated following the COVID-19 pandemic to pursue new career opportunities. She remains passionate about investing in consumer businesses, emerging technologies (blockchain, AI, and Web3), and increasing representation in the arts and tech industries.

Debbie Soon envisions a future where emerging technologies such as blockchain, AI, and Web3 redefine the way people collaborate, create, and connect. She is committed to empowering creators and entrepreneurs by building digital ecosystems that provide greater opportunities for ownership, accessibility, and financial independence. Through her work at HUG, she strives to create a social marketplace where artists and innovators can showcase and monetise their work onchain and offchain, fostering a more inclusive and decentralised creative economy.

Her vision extends beyond commerce to education and accessibility. She believes that knowledge and technological advancement should be within reach of all, enabling individuals—especially those from underrepresented backgrounds—to thrive in the evolving digital landscape. As the author of Digital Mavericks, she seeks to demystify Web3 and NFTs, equipping people with the tools to navigate and succeed in the next phase of the internet revolution.

Debbie Soon has been recognised for her contributions to entrepreneurship, investment, and digital innovation, particularly in the fields of consumer business, Web3, and emerging technologies. Her ability to scale businesses and drive strategic growth has earned her several notable achievements.

She was featured in Shopify’s Growth Case Study for successfully scaling ONE Championship’s direct-to-consumer business from zero to $2 million ARR in just eight months. This placed her alongside brands such as Allbirds and Heinz, highlighting her expertise in e-commerce and business expansion.

Through her leadership at HUG, she secured key partnerships with NFL’s Los Angeles Chargers, DIOR, and the United Nations, helping to enhance the platform’s brand presence and strengthen the global creator economy. Additionally, she played a pivotal role in raising $5 million in seed funding from L'Oréal and OKX, which contributed to HUG’s growth and eventual acquisition by dotART.

As a pioneer in the Web3 space, Debbie has been instrumental in building one of the first social marketplaces integrating physical and digital collectibles (NFTs). Her work has helped over 1,000 artists showcase their work globally, positioning her as a key figure in the intersection of technology, art, and commerce.

Her impact extends to thought leadership, with the upcoming publication of her book, Digital Mavericks: A Guide to Web3, NFTs, and Becoming the Main Character of the Next Internet Revolution (Wiley, 2025). This work further establishes her as an authority on Web3, blockchain, and the digital creator economy.