ZENG Zhaokang

Justin Zeng is a Senior Lecturer at Hong Kong Metropolitan University, where he serves the global business and marketing discipline in the Lee Shau Kee School of Business and Administration. He completed his high school diploma through Chenzhou No. 2 High School.  He holds a Bachelor of Arts in English (Business English) from Xiangnan University, a Master of Arts in Global Business Management from City University of Hong Kong, and a Doctor of Philosophy in Marketing from the University of Western Australia. 

Before joining Hong Kong Metropolitan University, Justin accumulated extensive hands-on and managerial experience through more than a decade of entrepreneurial practice. Between 2014 and 2025, he founded and led an international education organization in Guangzhou, building it from scratch as a solo entrepreneur into a team of international employees from the Chinese mainland, Hong Kong, the United States, the United Kingdom, and the Philippines, and subsequently overseeing its long-term development. During this period, he was also involved in the establishment and operation of several small-scale entrepreneurial ventures worldwide.With the company operating on a stable footing, supported by a team of department managers, Justin chose to pursue a PhD to further enrich his intellectual pursuits in his spare time. Coincidentally, his doctoral studies began just as the COVID-19 pandemic unfolded and concluded as it subsided.

Owing to his sustained contributions and practical achievements in the international education sector, Justin was recognized as an “Industry Leading Figure in Overseas Education Services” in 2017. The education brand he founded was also awarded “Well-Known Brand” and other industry distinctions in recognition of its professional standards and service quality.

As the first individual from his hometown to become a university student, an international student, an overseas master’s graduate, and a PhD holder, Justin’s personal journey has been widely shared locally, continuing to inspire younger generations to transcend background constraints and pursue long-term personal and professional development.

Business Theory

Entrepreneurial Marketing

Artificial Intelligence in Business

Ad hoc reviewer, International Journal of Hospitality Management

Ad hoc reviewer, Electronic Markets

Ad hoc reviewer, Asia Pacific Journal of Marketing and Logistics

Ad hoc reviewer, Journal of Hospitality and Tourism Management