Aviation Entrepreneurship and Cross-Cultural Management Experience Sharing Session Successfully Held

On 22 April 2026, a sharing session themed "Aviation Entrepreneurship and Cross-Cultural Management in Africa" was successfully held. The session featured guest speaker Michael Loong (Luo Cheng), who drew on his extensive professional experience to share his career transition from an air traffic control engineer to an aviation entrepreneur in Africa.

A Diverse Professional Background

Michael has a dual background in both technical and managerial fields. In his early career, he worked as an air traffic control engineer (ATC) and a flight dispatcher, before transitioning into sales and senior management. His international management footprint spans Seattle, Chicago, Belgium, Egypt, and beyond. He is proficient in multiple languages and possesses strong cross-cultural communication skills. In 2018, he served as Chairman and CEO of Hong Kong Express Airways, responsible for the company's overall operations and strategic planning.

The AWA Entrepreneurial Case Study

Michael gave a detailed introduction to the founding background and development achievements of Africa World Airlines (AWA). AWA is the first civil aviation company invested in by a Chinese enterprise in Africa, jointly established by institutions including the China-Africa Development Fund and the Social Security Fund, and positioned to serve the West African regional aviation market. Since 2012, the company has gradually expanded its route network and successfully built itself into one of the most popular regional airlines in West Africa.

Cross-Cultural Management and Return to China

Michael focused on the cross-cultural management experience he accumulated while entrepreneuring in Africa. He pointed out that understanding and respecting local culture, building trust, and flexibly adjusting strategies are the keys to success. Three years ago, he resigned from his previous position and joined COMAC as Technical Director, aiming to contribute to China's large aircraft endeavour.

Interactive Session

The audience actively asked questions on topics such as career transition, overseas entrepreneurship, and cross-cultural communication. Michael offered practical advice based on his own experience, encouraging young students to be bold in trying new things and to broaden their international horizons. The event came to a successful close amid warm applause.