June 4, 2026
Having played a pivotal role in Pictureworks’ growth across Asia, seasoned executive Prawn Cheng returns to lead the company into its next phase of innovation, transformation, and global expansion.
SINGAPORE, 4 June 2026 – Pictureworks today announced the appointment of Prawn Cheng as Group Chief Executive Officer, effective 1 July 2026, as the company embarks on its next phase of growth, innovation, and transformation.
Having dedicated more than 14 years to Pictureworks, Prawn played a pivotal role in building and expanding the company’s operations across Asia, contributing significantly to its growth within the attractions, tourism, and themed entertainment industries.
Throughout her tenure, she progressed through a series of leadership positions, including Operations Manager, Operations Director, General Manager of Hong Kong, and subsequently General Manager of Singapore & Malaysia. As one of the key leaders behind Pictureworks’ regional expansion, she was instrumental in building high-performing teams, driving operational excellence, and forging strong partnerships with world-class attractions and entertainment destinations. Her contributions helped establish Pictureworks as a trusted industry leader renowned for delivering exceptional guest experiences across the region.
Following her departure in 2022, Prawn continued to build an impressive leadership track record across the fintech, loyalty commerce, digital engagement, and consumer technology sectors. During this period, she gained valuable experience leading business transformation initiatives, driving innovation, and scaling customer-centric platforms, further strengthening her strategic and operational capabilities.
Returning to Pictureworks, she brings with her a unique combination of deep institutional knowledge, industry expertise, and extensive experience in building technology-driven businesses, scaling customer-centric ecosystems, and leading organizations through periods of significant growth and change.
A Return Rooted in Purpose
“Returning to Pictureworks is both a professional honour and a deeply personal milestone,” said Prawn Cheng, Incoming Group Chief Executive Officer of Pictureworks.
“This organisation played a defining role in my leadership journey, and I am excited to rejoin the talented teams who continue to create memorable experiences for millions of guests around the world.
As technology continues to transform how people interact, engage, and create memories, Pictureworks is uniquely positioned to lead the convergence of imaging, artificial intelligence, immersive experiences, and guest engagement.
While our mission remains unchanged—to create meaningful and memorable experiences—the opportunities before us have never been greater. Together, we will redefine how memories are captured, enriched, and experienced in an increasingly connected world.”
Leading the Future of Experiential Technology
Over the years, Prawn’s leadership journey has expanded across multiple consumer and technology businesses, shaping her perspective on innovation, operational excellence, and customer engagement.
Her personal journey of growth, resilience, and reinvention mirrors the transformation that Pictureworks itself is undertaking as it evolves to meet the future needs of the attractions and entertainment industry.
Under her leadership, Pictureworks will accelerate its strategic transformation into a next-generation experiential technology company, focusing on:
By combining advanced technologies with the emotional power of storytelling and shared experiences, Pictureworks aims to create deeper, more meaningful connections between guests and the destinations they visit.
A Defining New Chapter
Pictureworks Founder and Chairman, Cheong Chia Chou, described Prawn’s appointment as both symbolic and strategic.
“Prawn possesses a unique combination of operational expertise, strategic vision, and deep cultural understanding of Pictureworks,”
“Having contributed significantly to the company’s growth over many years, she understands our business, our people, and our purpose at every level.
Her return comes at an important time as we accelerate our transformation into a technology-driven experiential business. I am confident that under her leadership, Pictureworks will continue to innovate, grow, and strengthen its position as an industry leader.
This is more than a leadership appointment. It represents the beginning of an exciting new chapter for Pictureworks as we continue to evolve and prepare for the future.”
Building on a Legacy of Innovation
Beyond her deep roots within Pictureworks, Prawn currently serves as Chief Executive Officer of Presto, where she has been instrumental in developing one of Malaysia’s leading loyalty and commerce ecosystems spanning fintech, loyalty marketing, digital engagement, and consumer technology.
Her experience leading digital transformation initiatives and building scalable consumer platforms further strengthens her ability to guide Pictureworks through its next phase of innovation and expansion.
Her return signals a broader transformation underway at Pictureworks as the company positions itself at the intersection of artificial intelligence, immersive entertainment, digital engagement, and human connection.
As Pictureworks embarks on its next chapter, its commitment to creating meaningful memories remains unchanged.
What evolves is the way those memories are captured, enriched, and experienced—through intelligent technologies, immersive storytelling, and deeper guest connections.
As Prawn prepares to assume leadership on 1 July 2026, Pictureworks remains focused on its vision of creating unforgettable experiences for guests around the world while pioneering the future of experiential technology.
“The next generation of memories will be intelligent, immersive, and deeply personal—creating richer connections between people, places, and experiences.”
About Pictureworks
Pictureworks is a leading provider of imaging, digital photography, and guest experience solutions for the attractions, tourism, and entertainment industry across Asia and beyond.
The company partners with world-class attractions, theme parks, cultural destinations, and entertainment venues to create memorable experiences through innovative imaging technologies, operational excellence, and immersive guest engagement solutions.
