For Simon Wu, founder of Simco Group, Western Australia represents more than a place to do business—it represents opportunity, perseverance, and the power of multiculturalism.
Originally from China, Simon arrived in Western Australia in 1999 as an international university student. Like many new migrants, he faced significant challenges from day one. He spoke little English, had limited local connections, and had to build his life and career from scratch.
Rather than allowing those challenges to hold him back, Simon embraced them as learning opportunities. He worked in his own café business, gaining firsthand experience in customer service, communication, business operations, and the realities of entrepreneurship in a new country. Those early experiences became the foundation for Simon to build one of Australia’s largest commercial kitchen equipment suppliers, now with over 300 distributors across the country. His 20+ year journey in the industry would eventually see him expand his operations beyond Australia, to close neighbours New Zealand. From not being able to speak the language to being a popular name in the commercial kitchen landscape, supplying necessities like refrigerators, gas equipment, benches, sinks, shelves and more, Simon is a true migrant success story.
Reflecting on his own path, Simon understands the unique difficulties faced by migrants who choose to start businesses in Australia.
“When you are a new immigrant, it can be difficult to start a business and understand the communication, culture and business environment,” he says. “I have been through those challenges myself and I am still learning every day.”
It is this personal experience that has driven Simon’s ongoing commitment to supporting Western Australia’s multicultural business community. Throughout his business career, he has dedicated significant time to community involvement, building relationships, mentoring others, and helping create stronger connections between businesses from different cultural backgrounds.
For Simon, giving back is an important part of business success.
“Since starting my business, I have always believed in contributing back to the community and helping others wherever I can,” he says. “Business is not just about growth—it is about relationships and creating opportunities for others.”
His passion for multicultural business development stems from a deep appreciation of the contribution migrants have made—and continue to make—to Australia’s economic and social success.
Western Australia is one of the most diverse regions in the country, with people from hundreds of cultural backgrounds helping to build industries, create jobs, establish businesses, and strengthen communities. Simon believes these contributions deserve greater recognition.
“I want people to understand how important multicultural communities are and how much they have contributed to Australia,” he explains. “The multicultural society we enjoy today has been built through the hard work, sacrifice and determination of people who came here seeking opportunities for themselves and their families.”
This belief became the inspiration behind Simon’s support for the new Multicultural Business Award category within the Business News WA Business Awards.
The award has been created to recognise outstanding multicultural entrepreneurs, business leaders and organisations that have made significant contributions to Western Australia’s economy and community. It aims to shine a spotlight on the achievements of business owners who have overcome barriers, embraced opportunity and created successful enterprises while enriching the state’s diverse business landscape.
For Simon, the award is about more than recognition—it is about inspiration.
He hopes it will encourage the next generation of migrants and multicultural entrepreneurs to pursue their ambitions with confidence.
“I want multicultural business owners and new immigrants to be brave,” he says. “Don’t be afraid to start a business, work hard and chase your goals. Western Australia offers incredible opportunities for people who are prepared to learn, adapt and persevere.”
The new award category also serves another important purpose: strengthening connections between Australia’s broader business community and multicultural enterprises.
Simon believes collaboration between businesses from different cultural backgrounds creates stronger networks, new opportunities and greater economic growth for everyone.
By supporting the Multicultural Business Award, Simon hopes to celebrate success stories, encourage entrepreneurship and help build a more connected and inclusive business environment across Western Australia.
Having arrived as a young student unable to speak English and built a successful business from the ground up, Simon Wu’s story is a powerful reminder of what determination, resilience and community support can achieve—and why recognising multicultural business excellence matters now more than ever.
