When we talk about influence today, the spotlight often goes to creators — the faces on screen, the names on feeds. But behind every meaningful movement is someone building the stage.

For Confluence 2025, that person is Hazel Yap. She’s the co-founder and COO of SERIOUS Media, a digital marketing agency that works with some of the region’s fastest-paced brands.

But what most people don’t know is that Yap is also a certified forest bathing guide — someone who once hit burnout so hard, she turned to trees for healing. Literally.

How rest became a revolution

Three years after launching her agency, Yap found herself depleted. She stepped away from the speed of digital life and tried something new: Forest bathing.

It wasn’t a retreat to the mountains. It happened right here in the Singapore Botanic Gardens.

And it changed everything.

What began as a personal reset became a parallel calling. Yap trained with the Association of Nature and Forest Therapy and now leads sessions through her side venture, A Good Rest.

“Nature is free. And nature is a healer,” she told CNA Women. “I used to do everything fast. The biggest learning for me is to slow down.”

Yap brings her philosophy of balancing pace with presence to Confluence 2025, set for October 1 at Guoco Midtown, Singapore, highlighting creators’ evolution into strategic brand builders.

Also Read: As the creator economy matures, it’s time to build for speakers

As someone who’s spoken at countless events, I can tell when a summit is designed for optics and when it’s designed for impact. Yap is building the latter with intention, depth, and heart.

My talk: AI-powered influence

In this featured session, I’ll be sharing how creators and brands can build smarter, scale faster, and stay authentic, powered by AI.

But I’m not doing it alone.

I’ll be joined (as always) by Seraphina AI, my digital twin trained to write and support in my tone and voice, helping turn stories into systems

Baked by my company, People’s Inc. 360, and our automation platform Unify, we guide creators and brands to:

• Build sustainable content pipelines.
• Streamline brand partnerships.
• Use AI not to replace creativity, but to reinforce consistency.

Because in today’s digital world, it’s not just about being seen — it’s about being remembered.

Ahead of the summit, I’ll be guiding a hands-on brand collaboration challenge focused on helping creators design smarter, more intentional campaigns with AI and automation. Built on People’s Inc. 360’s Unify platform, it uses the same tools applied across my ventures to show how strategy, storytelling, and systems can align to deliver professional results.

Because influence isn’t luck. It’s a process. You just need the right engine.

Creating with clarity, connecting with purpose

Yap brings a rare dual perspective as both a digital strategist and a nature guide, making her a distinctive leader in today’s creator economy. She understands the hustle while honouring the pause, a balance that sets Confluence 2025 apart.

This summit isn’t about chasing noise. It’s about creating space where creators can:

• Hear honest stories from speakers like Charlene (@aizaiaisteady), Chiou Huey, Ian Jeevan, Jeff (@playingwithpencil), Zhin, Leah, and more.
• Connect with 100+ marketers, agencies, and brand managers.
• Leave not just inspired, but equipped to grow with intention.

Everything I’ve built is rooted in one truth: Your voice is your most powerful asset. Your time is your most valuable currency. This summit gets that.

I’m honoured to be part of this gathering, sharing how creators can build smarter in 2025, achieving growth without burning out.

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