When Amber Chia organised the Ford Supermodel of the World Model Search in 2009 in Malaysia, her vision was to create a platform for the next generation of models to learn and gain exposure, locally and internationally. In 2010, she started Amber Chia Academy, which has graduated over 2,000 students, to continue this vision. In 2011, she took this initiative further with a partnership with Raulen Lee, the International Director of the Korea Model Association, and the Asia Model Festival to create a new kind of model search, the “Asia New Face Model Search” which seeks models that not only have the potential to be a fashion icon, but the next star celebrity. Today, this model search is simply known as “The Face of Asia-Pacific”.