Alembic Creative was founded in Hong Kong by Lee Cobaj, a freelance travel writer turned luxury-travel strategist. Drawing on years of experience working with the world’s leading travel publications, Lee created Alembic to help luxury hotels, tourism boards, and bespoke tour operators craft irresistible brand narratives — and ensure they’re seen by the right media.

The name Alembic is inspired by the alchemist’s vessel — a symbol of transformation. Just as alchemists sought to turn base metals into gold, Alembic transforms ordinary brand stories into something elevated, unforgettable, and editorially irresistible.

Today, Alembic Creative works closely with a range of clients — from independent boutique properties and remote eco-retreats to global hotel groups, spas, tourism boards, and high-end tour operators — offering concept creation, brand strategy, copywriting, and PR positioning designed to spark attention and sustain relevance.