Samuel Choi

Sam brings a practical, solutions-focused approach to helping clients navigate technology, data, and commercial challenges. Known for his ability to quickly understand complex technology environments and deliver clear, commercially practical advice, he works with a broad range of clients, from early-stage start-ups to global corporates, across sectors including financial services, insurance, telecommunications, and manufacturing.

He has particular expertise in software licensing and implementation, IT procurement, regulatory compliance, data protection, and IP commercialisation. Sam often operates as an extension of in-house legal and procurement teams, helping clients manage legal and commercial risk and support effective, commercially aligned contracting on both the customer and supplier side.

Samuel started his career at HGM and rejoined in 2022 after several years in the UK, where he served as Technology and Innovation Counsel at Tesco PLC. There, he provided legal support for a number of the retailer’s most high-profile and innovative technology projects.

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