Episode #333: “The challenging times that we are facing reveal more than what we should do—they reveal who we should be.”

So says Jeshua Soh, a Singaporean entrepreneur who has built a life in Myanmar grounded in long-term commitment, creativity, and service. Calling himself a contrarian in his life and business choices, he was first drawn to the country after a teenage-year visit in 2012; his connection to the country strengthened through volunteer work and friendships. To solve problems of hiring in his field, video production, where global freelancers and Singaporeans alike frequently left his employ for more lucrative gigs, he decided to take a chance and open a Yangon office for his company, building on his feeling of connection to the country. It worked. His Burmese team proved remarkably loyal; soon, other startups asked to place staff with him because of his success and growing expertise in the Myanmar business climate. This led to the launch of Crosswork, an HR-as-a-service platform that now supports over 120 employees.

Alongside running his business, Jeshua launched a storytelling campaign to counter Myanmar’s negative global image and highlight the country’s culture, people, and potential. He has also taken on humanitarian initiatives, including cycling from Singapore and walking 500 kilometers from Bangkok to raise over 150,000 SGD for the Mae Tao Clinic. Just minutes after completing the walk, a powerful earthquake struck central Myanmar, prompting Jeshua and his team to quickly mobilize and lead extensive relief efforts.

A core concern for Jeshua is Myanmar’s brain drain. He urges those who’ve left not to give up on returning, warning that international aid alone can’t substitute for skilled citizens who help rebuild. While he acknowledges safety concerns and doesn’t romanticize the country’s challenges, Jeshua believes in choosing action over paralysis. “I’m swinging for the fences,” he says. “And I think that there is value in a bit of contrarian thinking. Usually, it starts off something like a crazy idea—[that is] until more people start following!”

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