About Us

We are Choco Up

A Modern and Innovative approach to fundraising

We make it simple.

Fundraising has been a tedious and time consuming process for founders in the past 20 years.

Choco Up invests from $10K up to $10M on a revenue share model and only charge a flat fee.

No expensive dilution and stringent terms.

Apply online and get an offer as soon as 24 hours.

We move fast so you can get back to building your company.


Y-O-Y Growth

Sectors Invested




Our Story

Choco Up is one of the largest revenue based investment firms in Asia Pacific. Based in Hong Kong and Singapore, Choco Up offers non-dilutive growth capital to promising startups and rapidly scaling companies.

Currently covering more than 8 countries and 10 sectors, Choco Up is a data-driven fintech platform, offering companies an accessible and effective option to capture growth and create value while protecting equity upside.

Our Team

Percy Hung

Co-Founder and CEO

Georgia Institute of Technology

Aerospace Engineer by trade but didn’t want to settle for a 9-5, so in 2009 I left my job and set sail for my first startup: an online sports jersey customization company (which crashed and burnt in less than half a year). Soon I realized entrepreneurship has no set theory or equations, it is through constant adaptation & adjustment to survive.

Over the next decade I tried a few more gigs, some sustained and some failed. I learned that for startup companies, it is best to fail fast & fail cheap until you find the right model, and once the proof of concept works, the next big challenge is funding; and here in Choco Up I want to provide just that for our fellow entrepreneurs who are on the same boat.

Brian Tsang

Co-Founder and CIO

Georgia Institute of Technology

Trained as an engineer but started his career in investment banking in NYC. Worked in leveraged finance and executed billions of leveraged loan and high yield bond offerings. Also managed a portfolio of private equity and real estate assets of USD 4 billion+. Experienced in credit analysis, mergers & acquisitions, leveraged buyouts, portfolio management and capital markets.

A tech enthusiast, participated in Ethereum's early investment and community building, as well as pre-IPO investments such as SpaceX, Airbnb, Coupang and Lyft

CFA Charterholder and Certified FRM (Financial Risk Manager)

Kitti Chiraseivinupraphand

Head of Risk

Boston College MBA and Tufts University B.A.

Held senior positions at one of the largest commercial banks in SE Asia including the head of its Beijing, Xiamen, Shenzhen and Hanoi branches. Having witnessed the amazing growth of China’s tech startups in the past few years and wanted to get first-hand experience in the startup ecosystem, he later joined a new venture capital firm and helped to set up its first fund. He was actively involved in deal sourcing and has vetted hundreds of deals from China, HK, SE Asia and other countries over the past two years.

Kitti is also a CFA Charterholder.

Lewis Pong

VP of Product

Cranfield School of Management and University of Hong Kong

Started from a finance background, Lewis is a serial entrepreneur with a passion to build great tech products. He had co-founded two tech startups and made an exit. One is a AI-powered MarTech SaaS business that is leading in HK & Taiwan, and the other is an eCommerce marketplace App that ranked No.1 on AppStore.

Prior to his entrepreneurial journey, Lewis led a cross-border team on IP strategy for a Beijing-based pre-IPO mobile game startup at its Tokyo office. He also worked in Structured Finance for a top 10 MNC in Tokyo where he structured M&A and project finance deals in Energy & Solar Power.

Lewis holds a bachelor degree in Risk Management and Finance, and a MSc in Finance.

Khloe Chan

Investment Manager

University of Hong Kong

Khloe graduated from business school at HKU and she has had a passion for entrepreneurship since she was in university. She founded her own coffee community app before graduation.

Learning about different business models and meeting amazing people excite her on a daily basis. She is always willing to learn new things and meet new friends to expand her horizons.

Tracy Tong

Investment Manager

Durham University

Graduated from Durham Law School, but Tracy’s curiosity and belief in making an impact led her to embark on an adventure in the startup ecosystem.

After an amazing 5-year journey of working at 2 startups’ core team, she is now applying her passion and knowledge in fundraising to connect entrepreneurs and small business owners with Choco Up. Eager to understand the founders’ vision and needs, helping them succeed and building long-term relationships. Also gets very excited about startup and investment trends!

Christy Wong

Investment Manager

City University of Hong Kong

Christy is passionate about technology and startups. She is a speaker and mentor for startup programs and events (Hong Kong Techathon, HKSTP STEP Program, Founder Institute). She helps startups to build their ideas and develop their business with extensive experience in business growth.

Christy was a BD manager of a long existing consulting firm. She manages their sales and marketing team and doubled the company size in two years with exponentially growth in sales. She supported over 500 startups and tech companies in launching their business and business growth.

HuiQing Phoe

Investment Manager

University of London

Prior to joining Choco Up, Hui Qing was a financial auditor at KPMG where she specialised in fund management audits. She has also led teams to perform financial audits for Groups of Companies which have been successfully listed on the HKSE and SGX.

Leveraging on her exposure to various successful businesses, HuiQing envisions helping startups and small businesses to grow through strategic fundraising to reach their desired exit goal.

Let us make each other better

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