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Our founder
Aaron Y. M. Lai
In the spring of 1998, at 12 years old, Aaron Lai traveled from his home city of Hong Kong to the United Kingdom—a journey that unexpectedly marked the beginning of a lifelong creative pursuit.
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God brought Aaron to an art school in the quaint town of Uttoxeter. Surrounded by lush greenery and pastoral scenes, he drew inspiration from his art teacher, Mr. O’Brian, who extensively used digital photography and image manipulation to create artworks. This was during the early days of Adobe Photoshop.
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In 2009, Aaron pursued a career in photography, starting as an assistant. Under the mentorship of various photography masters, he honed his skills in advertising, editorial, events & weddings.
Aaron's career advanced as he joined Fast Media Magazines as a professional photographer. In 2012, Aaron founded APUS Image in response to the high demand for quality commercial photography services. Combining his photographic expertise with marketing insight, APUS Image has serves clients like Cathay Pacific, Clarins, VIVO, The French Chamber, and Prestige Magazine.
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Aaron's passion lies in the storytelling power of images. He believes that visual language transcends borders, connecting audiences across nations. To further this passion, Aaron attended the Savannah College of Art and Design, where he earned a Master of Arts in Photography. Aaron's art work was exhibited at the Hong Kong Visual Arts Centre in 2016, where the series was sold to private art collectors. In September 2021, Canon awarded Aaron with the 'Photograph of the Month' award.
We thank God for the gift of visual image creation. Embracing it with reverence, we serve the world each day with passion—a living hymn of worship.
Isaiah 64:8
"Yet you, Lord, are our Father. We are the clay, you are the potter; we are all the work of your hand.”
APUS core value
1. We serve first, always​​
​​At the heart of our work is a deep commitment to serve others. Every project we undertake is an opportunity to put our clients first—listening, understanding, and delivering with care. This also applies within our team, where we believe to lead is to serve.
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Matthew 20:25–28
"Whoever wants to become great among you must be your servant, and whoever wants to be first must be your slave — just as the Son of Man did not come to be served, but to serve"
2. Honest, Authentic & Transparent​
​We believe true strength begins with a simple and pure heart. In our company culture, we value authenticity over appearances and transparency over secrecy. We create space where truth can be shared without fear. When we are real—with ourselves and with others—we acquire true freedom. In that freedom, trust is built, growth is nurtured, and grace is reflected.
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Ephesians 4:25
"Therefore, having put away falsehood, let each one of you speak the truth with his neighbour, for we are members one of another."
3. Relationship before duty​
​We believe that meaningful work flows from meaningful relationships. We prioritise connection—with God, with our team, and with our clients—before the tasks we carry out. When relationships are strong, service becomes fruitful. In all we do, people come first.
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John 15:5​
"I am the true vine, and my Father is the gardener. If you remain in me and I in you, you will bear much fruit, because apart from me you can do nothing."
4. Kindness & Grace before Reasoning​
​We choose grace before judgment, kindness before correction. Inspired by the heart of Jesus in John 8 and the nature of God in Exodus 34, we believe that relationship becomes truly unbreakable only when it is first wrapped in love. In every interaction—with colleagues, clients, and community—we seek to respond with compassion before logic, believing that grace builds what reasoning alone cannot.
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John 8:10-11
"Jesus straightened up and asked her, 'Woman, where are they? Has no one condemned you?'
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'No one, sir,' she said.
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'Then neither do I condemn you,' Jesus declared. 'Go now and leave your life of sin."
5. Gratitude​
​Gratitude is the posture of a heart that trusts in God’s sovereignty and love. We give thanks not only in abundance, but also in weakness, hardship, and loss—knowing that every circumstance is an opportunity to grow, to rely on Him, and to be shaped by grace. Gratitude teaches us to cherish what we have, accept what we need, and find joy in all seasons. In thankfulness, we discover true contentment and lasting strength.
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Philippians 4:11-14
"I am not saying this because I am in need, for I have learned to be content whatever the circumstances. I know what it is to be in need, and I know what it is to have plenty. I have learned the secret of being content in any and every situation, whether well fed or hungry, whether living in plenty or in want. I can do all this through him who gives me strength. Yet it was good of you to share in my troubles."
During the covid-19 pandemic in 2020, our founder faced significant challenges
Our founder's testimony at church
​As a freelance photographer, Aaron faced a sudden halt in income for nine months after proposing, as the pandemic struck. One day, a church staff member invited him to volunteer, which opened the door to serving through photography. Having worked solo before, Aaron began learning the beauty of teamwork within the church. He discovered that being cared for and encouraged in a team lifted his spirits, and in times of difficulty and sorrow, he learned to pray and seek God’s help.
The preparation for his wedding was filled with miracles. A friend gifted his wife a beautiful wedding gown, and he secured his wife's dream venue at a 40% discount. He also found a full sea-view home near the Ting Kau Bridge, priced below market value. As the pandemic eased, Aaron’s work gradually resumed, and his finances began to stabilize. The testimony marks the one-year anniversary of his baptism—glory to Jesus.
The story of how God became our leader and mentor at APUS
...and how Aaron met his lovely wife, Joey!
