{"id":6932,"date":"2025-07-15T06:04:45","date_gmt":"2025-07-15T06:04:45","guid":{"rendered":"https:\/\/alumni.nus.edu.sg\/thealumnus\/?p=6932"},"modified":"2025-07-15T16:07:37","modified_gmt":"2025-07-15T08:07:37","slug":"rewriting-the-script","status":"publish","type":"post","link":"https:\/\/alumni.nus.edu.sg\/thealumnus\/2025\/07\/15\/rewriting-the-script\/","title":{"rendered":"Rewriting the Script"},"content":{"rendered":"\t\t
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The grief came in waves. First, someone she loved died by suicide. Then came news from home: her father had been diagnosed with cancer. Dr Loretta Chen was in her twenties, thousands of miles away, midway through her PhD in California. \u201cIt was back-to-back,\u201d she recalled. \u201cI had made it this far. I was on scholarship. I felt I just couldn\u2019t give up. But I knew I needed to come home.\u201d<\/p>

In a rare cross-border arrangement, both the University of California \u2013 Los Angeles (UCLA) and the National University of Singapore (NUS) worked together to support her. NUS recognised her credits and granted her a full scholarship to complete her doctorate in Singapore, making her the first to do so in Theatre Studies. \u201cThey didn\u2019t have to do that. But they did,\u201d she said. \u201cIt\u2019s not just the academics I remember, it\u2019s the grace.\u201d<\/p>

That moment would go on to shape the way she lives, leads and builds. Today, Dr Chen is the founder and CEO of Smobler, a next-generation tech studio that harnesses artificial intelligence (AI), blockchain and spatial design to create immersive experiences with purpose. Her work spans some of the most cutting-edge platforms in Web3, but its ethos remains deeply human. The grace she received, she now extends\u2014through technology designed to uplift, empower and include.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Smobler\u2019s VR simulation empowers students to practice life-saving skills in a safe, hyper-realistic environment.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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A STAGE FOR BECOMING<\/strong><\/p>

Theatre wasn\u2019t a conventional choice in 1990s Singapore. \u201cJust telling a taxi uncle you were doing theatre studies raised eyebrows,\u201d Dr Chen joked. But what seemed risky proved transformational. Her time at NUS offered a rigorous, mind-opening experience that delved into semiotics, cultural identity and the construction of meaning\u2014far beyond performance alone.<\/p>

Dr Chen was among the earliest cohorts, a tight-knit group she remembers as rebellious, entrepreneurial and creative. Under mentors like theatre doyen Dr KK Seet, she found not just academic guidance but a kind of artistic permission. \u201cHe was so authentic, flamboyant, brilliant and fearless,\u201d she said. \u201cHaving someone like that lead the department at a time when it wasn\u2019t easy to be yourself? That was powerful.\u201d<\/p>

Those years gave her the space to find community and a voice. Students spent long nights together in rehearsals and over suppers, bonded by a shared sense of possibility. \u201cTheatre back then felt like a way of shaping identity and society,\u201d she recalled. That early immersion in collaboration, creativity and critical thinking continues to influence her leadership today\u2014anchored in empathy, inclusion and the belief that everyone deserves a place on the stage.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"Dr
Dr Chen (seated, second from left) as dramaturg and physical comedy actor Zanni in a Commedia dell Arte production with NUS.<\/figcaption><\/figure><\/div>
\"Dr
Dr Chen pictured with her Theatre Studies alumni and mentor Dr KK Seet.<\/figcaption><\/figure><\/div>
\"Sukeroku:
Sukeroku: Flower of Edo \u2014 Asia\u2019s first English-language kabuki production, directed by Dr Chen while a student in NUS\u2019s Theatre Studies programme. <\/figcaption><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
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THE TECHNOPRENEUR EMERGES

<\/strong>Dr Chen\u2019s post-NUS journey defies easy categorisation. She became a theatre director, TV presenter, radio personality, author and entrepreneur\u2014co-founding a creative agency with her brother. Even while juggling multiple ventures, she stayed close to education, guest lecturing, designing programmes for incarcerated populations and mentoring students across Hawaii and Singapore. \u201cWhether it\u2019s a classroom, a book or the metaverse, I\u2019ve always viewed these as platforms to unlock potential and create community.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Launch of M\/OTHER, the latest book written by Dr Chen and published by The Straits Times.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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That belief crystallised during the COVID-19 pandemic, when she saw three fault lines converge: creators were deemed non-essential, businesses scrambled to digitise, and public trust in institutions continued to erode. \u201cThat\u2019s when Smobler was born,\u201d she said. \u201cWe wanted to build a platform that could bridge those divides.\u201d<\/p>

BUILDING WORLDS WITH PURPOSE\u00a0
<\/strong><\/p>

Today, Smobler operates at the intersection of AI, blockchain and storytelling. Headquartered in Singapore with operations in Brazil and the USA, where Dr Chen is based, the company is known for pushing the boundaries of Web3 with a conscience.<\/p>

Their projects include Bhutanverse, a national metaverse created for the Kingdom of Bhutan; A11Y Park, a virtual playground designed for people with disabilities; and Equalverse, which celebrates equality and inclusion through art and education.<\/p>

They\u2019ve built immersive experiences for global and local clients alike, from Teletubbies and NTUC Income to Mediacorp, and an upcoming blockchain infrastructure project with the Maritime and Port Authority of Singapore.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"Bhutanverse,
Bhutanverse, a gateway for global Web3 innovators and artists for Druk Holdings and Investments, the government investment arm of Bhutan.<\/figcaption><\/figure><\/div>
\"A11Y
A11Y Park, the world\u2019s first disability-led accessibility park and training programme in the metaverse in conjunction with SG Enable, Singapore\u2019s disability-focused organisation.<\/figcaption><\/figure><\/div>
\"Equalverse,
Equalverse, an equestrian-inspired wellness sanctuary created in partnership with StarHub, Rotary Club Singapore, and EQUAL.<\/figcaption><\/figure><\/div>
\"Teletubbies:
Teletubbies: Custard Chaos created in partnership with WildBrain, a global leader in kids\u2019 and family entertainment.<\/figcaption><\/figure><\/div>
\"Dreamscape
Dreamscape by SNACK, created for a micro-insurance brand under NTUC Income.<\/figcaption><\/figure><\/div>
\"Let\u2019s
Let\u2019s Celebrate 2024 Interactive Game created for Mediacorp\u2019s annual countdown live.<\/figcaption><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
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But it\u2019s more than the clients or technology that excites her, it\u2019s the ability to scale empathy. \u201cWomen and children can\u2019t be what they can\u2019t see,\u201d she said. \u201cIt\u2019s important to create content that features people of all abilities, so we normalise that conversation.\u201d<\/p>

A WOMAN IN THE ROOM\u00a0
<\/strong><\/p>

The tech space remains male-dominated, and Dr Chen doesn\u2019t shy away from calling it out. \u201cUsually, folks will talk to my male colleagues and assume they\u2019re the ones in charge until they find out I\u2019m the CEO,\u201d she said. She\u2019s often the only woman in the room\u2014on panels, in pitch meetings, at incubators. But she sees her presence as both a responsibility and opportunity. \u201cWe need to change the stereotype,\u201d she said.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"Dr
Dr Chen pitching as the solo female entrepreneur at Japan Innovation Campus, Silicon Valley.<\/figcaption><\/figure><\/div>
\"(left
(left to right) Dr Chen with feminist icon Gloria Steinem and MSNBC anchor Mika Brzezinski at Forbes 50 Over 50.<\/figcaption><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
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Smobler is currently about 70 per cent female, but Dr Chen\u2019s commitment to representation goes far beyond gender. Diversity, equity, and inclusion are core to her leadership and funding decisions. \u201cI\u2019ve turned down money from potential investors whose values are completely misaligned with ours,\u201d she said. \u201cIf I said yes to that, then I can\u2019t be true to the content I\u2019m producing.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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(left) Dr Chen speaking at Web Summit Lisbon. (above) Dr Chen in a selfie taken by the Former Secretary of State and First Lady Hillary Clinton at Forbes 50 Over 50.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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WHAT DRIVES HER<\/strong><\/p>

Dr Chen speaks often of gratitude: to NUS, to her professors and to her parents, who never pressured her to conform. \u201cMy parents raised three unconventional kids and never once told us we had to be doctors or lawyers,\u201d she said. \u201cThat freedom was a gift I\u2019ll never forget.\u201d Her eldest brother is Edmund Chen, a well-known actor and TV personality, while her second brother, Eric, is an entrepreneur.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The star-studded Chen family: (top row, left to right) Family friend, actor-model Gavin Teo; celebrity and model, niece Chen Yixin; oldest brother, Singapore\u2019s Tom Cruise & Guinness World Record holder, actor Edmund Chen; Dad; second brother and entrepreneur, Eric Chen; nephew and entrepreneur, Edward; family friend, Nian; (bottom row, left to right) Singapore\u2019s Meryl Streep, Xiang Yun; Dr Chen; Mum; actor-artist, Chen Xi; and nephew, chiropractor Nicholas.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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She credits her path to a series of open doors\u2014scholarships, mentors and moments of kindness\u2014and tries to pay that forward through everything she builds. Smobler steers clear of the hyperviolence and hypersexualisation common in gaming, focusing instead on storytelling that champions education, empathy, inclusion and sustainability. \u201cWe always adhere to values like diversity, equity, access, love and leadership,\u201d she said. Dr Chen doesn\u2019t have children of her own, but she sees her legacy in the people she uplifts. \u201cI\u2019m a lamp, lifeboat or ladder,\u201d she said. \u201cHere to empower others and light up their lives.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"Dr
Dr Chen with the inaugural cohort of the Theatre Studies programme she founded at Leeward Community College - Waianae Moku campus.<\/figcaption><\/figure><\/div>
\"Dr
Dr Chen leading a theatre workshop for native Hawaiian students from the Leeward Community College - Waianae Moku campus and Nanakuli High School.<\/figcaption><\/figure><\/div>
\"With
With the first cohort of Theatre students in Leeward Community College - Waianae Moku campus.<\/figcaption><\/figure><\/div>
\"With
With the second cohort of Theatre students in Leeward Community College - Waianae Moku campus.<\/figcaption><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
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WHAT’S NEXT<\/strong><\/p>

The coming months are packed. Smobler is preparing to launch four major initiatives: Smobler XR, a SaaS platform for immersive commerce; an AI tool to help food entrepreneurs navigate complex regulatory hurdles; a digital bunkering solution for port logistics; and a new accelerator programme through its game studio.<\/p>

In October, the team will also host NOVA, its flagship event in Singapore, which blends real-world activations with immersive digital experiences. This year\u2019s edition will be presented by the New York Stock Exchange, with Gemini and Nifty Gateway Studio as esteemed platinum sponsors.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"NYSE
NYSE presents NOVA 2025, in collaboration with Gemini and Nifty Gateway Studio \u2014 powered by Smobler<\/figcaption><\/figure><\/div>
\"NOVA
NOVA 2023 Dinner @ Mandala Club<\/figcaption><\/figure><\/div>
\"(left
(left to right) Dr Luke Soon (Partner, PwC Singapore), Maria Chak (Advisory, Republic), Sandy Carter (COO, Unstoppable Domains), Stacey-Ann Pearson (Head of Web3 - APAC, AWS), and Dr Loretta Chen @ NOVA 2024 : Singapore Edition<\/figcaption><\/figure><\/div>
\"(left
(left to right) Ariel Wengroff (VP Communications, Ledger), Dr Loretta Chen, Evan Auyang (Group President, Animoca Brands), Sung Woo (Founder, Pucca), Wes Parkinson (Co-Founder, Rare Network), and Naqib Noor (Co-Founder, Ordzaar) @ NOVA 2024 : Singapore Edition<\/figcaption><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
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Even as Smobler scales in ambition and reach, Dr Chen remains grounded in the values first formed on that modest NUS stage \u2014 curiosity, courage and the conviction that stories, when shaped with care, can remake the world. \u201cI feel incredible gratitude to the hands that have helped me,\u201d she said. \u201cMy whole career is really about paying it forward.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Dr Chen speaking at Singapore FinTech Festival 2023.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

From theatre student to metaverse pioneer, Dr Loretta Chen (Arts & Social Sciences \u201999, PhD \u201910) has charted an unconventional path fuelled by purpose, resilience and a belief that stories can remake the world.<\/p>\n","protected":false},"author":1,"featured_media":8245,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4,8],"tags":[],"class_list":["post-6932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leadership","category-startups"],"acf":[],"_links":{"self":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts\/6932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/comments?post=6932"}],"version-history":[{"count":27,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts\/6932\/revisions"}],"predecessor-version":[{"id":8255,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts\/6932\/revisions\/8255"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/media\/8245"}],"wp:attachment":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/media?parent=6932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/categories?post=6932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/tags?post=6932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}