About Khai Asyraf

I’ve spent the past decade at the intersection of media business, culture, and strategy: writing, leading, building, and listening. Today, I serve as the Managing Director of an independent media publication, RICE Media, where we challenge assumptions and amplify the voices that often go unheard.

 

Alongside that, I run Bayn Works, a media initiative exploring the dynamics between Southeast Asia and the Middle East, two regions rich in history, complexity, and opportunity. Through Bayn, I help businesses expand internationally with a focus on cultural intelligence, storytelling, and strategic clarity. Increasingly, Bayn Works is supported by AI, not as a shortcut, but as a way to think sharper and build smarter.

 

But behind all that is something simpler: I care about how things feel, not just how they function.

 

I believe that a good message can cut through noise.

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A great message can cross borders.

But the right message? It lands in the heart and stays there.

 

That’s the kind of work I aim to do. Whether I’m guiding a brand into a new market, designing a campaign, facilitating a workshop, or building a story from scratch, my approach is rooted in empathy, insight, and intentionality.

 

 

Beyond Work

 

Outside of the professional space, I’m deeply involved in social causes, from advocating for persons with disabilities to building community events and supporting under-resourced families. I also hold an Advanced Certificate in Learning and Performance (ACLP), which allows me to facilitate adult learning with both structure and soul.

 

Currently, I serve as a Board Director at RESPECT SG, a ground-up movement dedicated to uplifting Singapore’s F&B industry through dignity, collaboration, and empathy. I also sit on the Board of the Singapore Malay Chamber of Commerce and Industry (SMCCI) for the current fiscal year, supporting the growth of Malay-Muslim entrepreneurs and businesses. In addition, I contribute to the Communications and Partnership Committee at Lembaga Biasiswa Kenangan Maulud (LBKM), where I support the Secretariat in shaping brand and communications strategy to further their mission in education and community upliftment.

 

For me, leadership begins with vulnerability. Growth starts with listening. And change happens when ideas are met with care.

 

This is the space where I think out loud, build slowly, and create with meaning.

Welcome to my corner of the in-between.