Secret Tour rebrands as STG (Secret Tour Group): A new creative holding company under The Bees

Secret Tour has officially rebranded as STG (Secret Tour Group), a new creative holding company under The Bees. This move brings 12 dynamic agencies under one roof: Acta Creation, BYFA, Good Morning Creative, Ichi Events, Innsvx Studio, SO DON’T BORE, The Waverse, THISTHISTHIS, Vane Communications, Unimaginable, UNadvertising and Yorozu Workshop.ep marketing ecosystem spanning brand strategy, creative, PR and events, social content creation, generative AI visual and video production, photography, and social monitoring. Together, these agencies deliver seamless, end-to-end solutions for top regional and international clients.

While each agency retains its independence, STG aims to foster deeper collaboration and shared innovation across its network—combining diverse creative strengths into one unified growth platform. STG will be helmed by Managing Partners Stephen Chung and Sammi Chan, who report directly to KK Tsang, CEO of The Bees. The duo will drive the group’s strategic direction while nurturing synergy across all subsidiaries.

Chung and Chan will also launch UN-advertising, a new agency under STG dedicated to Secret Tour’s existing client portfolio. Staying true to its founding spirit, UN-advertising embraces the philosophy of “unlearning” traditional advertising norms—continuing to challenge, reinvent, and redefine how brands connect with audiences today.

“The creation of STG is a natural progression of The Bees’ vision. It’s a collaborative platform uniting best-in-class specialists to navigate an increasingly sophisticated marketing landscape. This group will operate as a connected hub within our broader ecosystem, ensuring we can deliver integrated and cutting-edge solutions to our clients,” said KK Tsang, CEO of The Bees.

Chung said: “In this ‘Slasher’ era, talent no longer wants to be just a cog in a machine; they want to take the lead and own their creative destiny. STG is built to be more than a holding company—it is an incubator for the next generation of marketing entrepreneurs. We want to provide the platform, the resources, and the belief for top-tier talent to stop working for an agency and start building their own.”

Chan added: “By uniting these 12 dynamic agencies, we aren’t just scaling our operations; we are giving our clients the agility and bold thinking of a boutique agency, backed by the cross-channel execution power of an integrated marketing ecosystem.”