Mr. Cheng started off at a Big Six firm in the UK, a qualified ATT tax consultant. He later assisted Virgin and Dyson in their market entry activities in Japan, set up La Ditta Limited in Tokyo (2006), and helped establish Maido Enterprises Private Limited in Mumbai (2007).
His current work involves the export of Japanese food, drinks, and other goods to the increasingly affluent Indian market. For this, he has worked with JETRO, METI, JTA, JNTO, and MAFF on various projects, including the Cool Japan initiative. He opened the Feel Japan Café and Shop in Singapore in October 2011. He also published Been There Done That ‒ A Checklist of Your Travel Life and won the Good Design Award.
He graduated LSE and Oxford University.