In conversation with … Kirsten, Co-founder & Director of event agency WHAT IF

Interview by Aude Camus 
 
From heartbreak in Europe to a dream job in Macau, Belgian-born Kirsten Bell landed in Asia by chance — and never left. With a background in theatre, a passion for scenography, and a talent for logistics, she’s been shaping Hong Kong’s event scene for over a decade. As the co-founder of event agency What If  and more recently Sustainevents—a platform to help agencies better the “GO GREEN” approach —  Kirsten is on a mission to bring sustainability into the world of large-scale brand experiences. We sat down with the creative force and mum of two to chat about living boldly, working smart, and making space for both dreams and balance.



 

You were born in Belgium and have lived across Europe, the US, and now Asia for 15+ years. What first brought you to Hong Kong, and what convinced you to stay?

A broken heart, to be honest. I needed to get away from Europe, fast — so when the opportunity came up to work for acclaimed artistic director Franco Dragone in Macau, I said yes without hesitation (and zero idea where Macau even was). After six months — and six more of delays — The House of Dancing Water finally opened, and I was sent “home” to Europe. Back to my flat, my job, my old life… minus the boyfriend. But the Asian magic dust had settled. I had no intention of staying in Europe. So I got myself headhunted back to Hong Kong — and 14 years later, I’m still here.
 
 
You studied theatre and started out in scenography and production. What sparked your move into creative event management?

It was an evolution. I grew up from “mise-en-scène” to “mise-en-espace.” I loved storytelling, the spectacle of it all, but I felt confined to the stage. Then I got the chance to produce a live music and fashion performance in a Brussels nightclub — models, music, dancers, set builds — and I LOVED it. It opened new worlds.
 
 
You’ve co-founded What If and now Sustainevents. How do the two connect, and what inspired the new venture?

Honestly? In Hong Kong, they sometimes feel like enemies. But that’s why Sustainevents matters. We can’t keep producing stunning “throwaway” events without thinking about the impact. I wanted to stop complaining and start building solutions — not just for our agency, but for the whole industry. Sustainevents is about access. Practical solutions. And eventually, having a voice big enough to push policy change.
 
 
How does What If help make Hong Kong’s creative scene so vibrant?

We make dreams come true! We bring brands to life and make them relatable. It’s about storytelling — honouring a brand’s heritage while creating something that speaks to audiences today and tomorrow.
 
 
Why is sustainability in events more than a trend?

Because it has to be. I was first on the bandwagon years ago — reusable cups, tote bags, sorting stations — but I realised no one else was following. Even our own agency had no CRM plan when global clients started asking. There were no local solutions, no government support. So I decided we had to build it ourselves.
 
 
What are some practical ways you’ve reduced the environmental footprint of events?

We started with our factory: reducing raw materials, reusing set pieces thanks to a digital warehouse system, and recycling where we can. One of my favourite changes this year came from a French student, Rose. After our events, she collects table florals, resells them in her neighbourhood, and donates the money to charity. We’re now helping her scale that.
 
 
Are clients genuinely embracing sustainability, or is there still work to do?

There’s still a long way to go. Global teams are pushing it, but they don’t always understand local constraints — or the extra costs involved. Education is still lacking. We’re offering solutions, but people need to act on them. It starts at home, at the agency level.
 
 
“Make the dream come true” is your personal motto. What’s a dream you’ve helped bring to life?

The DFS Masters of Time 2023 in Macau and the Regent Hong Kong opening — we had vertical dancers scaling the hotel facade. That was a proud one.
 
And a dream event you'd love to produce — no budget limits?

There’s one I’ve been dreaming of: finding an old, dilapidated swimming pool in Hong Kong and creating a brand event that revives the space and connects past and future. My business partner will laugh reading this — I’ve pitched it more than once.
 
 
You’re a mum of two and lead teams across the region. How do you balance it all in a fast-paced city like Hong Kong?

Still a work in progress! Turning off notifications has helped. I wake up with the boys around 6am — we brush our teeth, get dressed together, and then I pick up my phone. I work out either with them or solo, then dive into work until 6pm. Evenings are family time. After bedtime, it’s either laptop or herbal tea and story time with my husband, Muk.
 
 
Any favourite Hong Kong spots for staying active and eating well?

We move every day — the gym, Strength Culture, beach swims, park play, even just training at home with Muk’s gear. For food, we cook at home most of the time, using our air fryer and ordering quality meat from Steak-Kings. When we go out, it’s usually somewhere like Smoke & Barrel to please my meat lovers.
 
 
And when you need to recharge?

I check in with my kinesiologist, Sean Bilkey. Or I head to:

 
 
Any advice for other working mums or entrepreneurs in Hong Kong?

Hong Kong will harness you if you don’t harness it first. Focus on what you want to do, not what you think you should be doing. Don’t compare yourself to others — you never know what’s going on behind the scenes. And remember, life comes in seasons. They come, they go.



But wait, there's more ... 
If, like Kirsten, you’re juggling business, kids, creativity and more, here are a few things we think you’ll love:

– Got creative little ones at home? Turn their endless artwork into beautifully crafted keepsakes with Kidvolio — because those masterpieces deserve more than a spot on the fridge.
– Want a wardrobe that works as hard as you do? Parallel 51 delivers stylish, fuss-free pieces that take you from meetings to Mum duty to that overdue cocktail with friends.
– Need a proper escape? InterContinental Khao Yai Resort is our go-to for whimsical, design-forward family getaways — peacocks, pedal boats, and a touch of old-world glamour included.