San Eng

San Eng

Founder & Chairman at Xcelerate

22+ years of China and international venture capital, private equity, Board and entrepreneurial experience. As investor, have sourced, deployed and exited US$400m+ in China/Asia-related private equity deals. As founder and leader, have raised US$100m+ in venture capital and private equity for operating companies.

Currently utilizing my expertise and extensive network in the investment and entrepreneurial communities to make personal and institutional investments, to help growth companies, and to advise investors and growth companies on China and Asian investments, particularly in consumer and tech sectors. Also actively assisting non-profits such as Kanzi Kids Libraries and other worthy charitable and educational pursuits.

Specialties: Investor, Director and advisor focusing on Chinese growth companies, advisor to funds and corporations, education-focused non-profits.


Work experience
Founder & Chairman at Xcelerate Ltd.

August 2007 – Present (8 years 5 months) Shanghai, China 

Founded in 2007 in Shanghai, "X" develops, invests and manages fast growing scalable ventures in China - but only those with clear and sustainable "unfair advantages." We invest in all sectors but are particularly fond of innovative consumer and service-oriented firms with strong brand powers integrating online and offline marketing. Past and current portfolio include leading firms in branded food retailing, serviced apartments, pet products, edutainment, online gaming, horse breeding & club management, fashion retailing, branding & design firms, internet & cloud services, social mobile commerce and smart luggages & travel products.

Guest Lecturer

Shanghai Advanced Institute of Finance at SJTU

January 2015 – Present (1 year) Shanghai, China

The course explores Greed vs. Fear – the intimate and critical relationship between entrepreneurs and investors, particularly private equity investors. The course gives a brief primer on private equity including its importance to the economy and its strategies and how they work with entrepreneurs. Through multiple case studies offered by Instructor and practitioner guest speakers (established VC/PE partners, lawyers and successful entrepreneurs), the course aims to show students how professional investors and entrepreneurs really work. Why can one CEO raise funds with ease while others fail repeatedly? How do investors decide if to fund or not? Post-investment, what are the best practices to optimize investor-entrepreneur relations?

Co-founder & Board Member at CoolBrands

January 2012 – Present (4 years), Shanghai, China CoolBrands conceptualizes, develops and manages a portfolio of innovative consumer brands in quality foods such as chocolates, hot dogs & premium meats and Korean ginseng. Partnered with online and offline distribution partners as well as the leading global sourcing/production partners, CoolBrands aims to quickly scale each brand in China to top 3 position and bring safe, delicious, innovative brands to Chinese consumers, "for the love of food".

Cofounder & Board Member at Magic Concepts Asia Limited

June 2014 – Present (1 year 7 months) Shanghai, China MCA aims to enrich lives with magical experiences by building China's largest branded location-based leisure, culture and entertainment company.

Co-founder, Board Member at Firefly Life Technologies

November 2014 – Present (1 year 2 months), China Firefly LifeTech aims to enrich and empower lives by developing smart, gorgeous devices in the fields of travel, health & fitness, and home.

Firefly is committed to the following principles:

Timeless and sustainable Design

Quality Build: sourcing only high-quality materials to produce lightweight, durable, sustainable products

Smart and healthy lifestyles: enable through Internet of Things technology to optimize connectivity, productivity and accuracy.

Chairman at Zen

February 2011 – Present (4 years 11 months), Shanghai, China

Founded in 2005, Zen Shanghai is one of the most established boutique branding and marketing creative agencies in China.

Founder & Managing Partner at SMC Capital China

May 2010 – September 2014 (4 years 5 months), Shanghai, China SMC Capital is a leading growth capital private equity firm focused in China with offices in Shanghai, Wuxi, Dalian and Hong Kong. Founded firm with backing of Simon Murray & Company, built and led investment team as its sole Managing Partner, raised USD and RMB LPs, sourced, invested, managed portfolio firms including 21Vianet (NASDAD: VNET, #1 IDC/cloud infrastructure firm), Rider Horse (#1 integrated recreational horse firm), Momo (#1 pet products direct retailer), VIMIU (#1 kiosks-based desserts and snacks retail chain), Cartelo (leading fashion, brand management company).

Managing Director at Simon Murray and Company
May 2008 – May 2010 (2 years 1 month), Shanghai, China

Partner seeking and investing deals in China. Led SMG to develop its China private equity strategy and co-founded, raised funds and built SMC Capital China into one of the leading private equity management firms in China, ranked in the "Top 50“ by Zero2IPO by 2103.

Founder, CEO at oCen Communications

June 1998 – July 2000 (2 years 2 months), Los Angeles, Hong Kong

Co-founded VOIP/IP telephony and led its full “life cycle” - from startup to NASDAQ filing to post-bubble restructuring.

Investment Manager, Direct Investments at AIG Investment Corp., Inc.

July 1996 – September 1998 (2 years 3 months)

Managed US$1.1 billion venture fund focused on communications, transportation and power projects in Asia.

Associate at AT Kearney

June 1994 – May 1996 (2 years)

Analyst at Accenture (formerly Andersen Consulting)

May 1992 – July 1994 (2 years 3 months)

Volunteer Experience
Assistant to Chief Kanzi
Kanzi Kids Libraries
June 2014Children
Kanzi Kids Libraries ("KKL") started by three little girls in Shanghai, including "Chief Kanzi" Oia Eng in a charity aiming to donate 100 libraries in 5 years to children in underprivileged areas in China and elsewhere. KKL will feature not only traditional books but also the latest in digital learning and technologies so kids grow up with right set of learning tools. Kanzi hopes to develop...more.

Board of Directors, Shanghai Alumni Association of The Wharton School

March 2005Education

Long-serving Board member of one of the largest Wharton alumni clubs in the world.

Board of Directors, CEIBS Alumni Private Equity Association of China Europe International Business School (CEIBS)

February 2013 Economic Empowerment

The Association aims to promote cooperation between Chinese investors and entrepreneurs. CEIBS is the oldest and most prestigious business school in China.