Li Sang Ong has been active in the cultural sector for the past 18 years as a talent developer, matchmaker, advisor and organiser. At the Conservatorium van Amsterdam, she helped launch many musical careers, and at the Amsterdams Fonds voor de Kunst (AFK), she was responsible for grants in the fields of music and musical theatre. She currently holds the position of Head of Development at Ruimtetijd. Li Sang also serves as a member of the Supervisory Board of Stichting Popwaarts (Popronde), with a portfolio in Finance.