Expanding with Empathy: Diamond Cab's Global Launchpad Journey

Doris Leung joined The Hong Kong Jockey Club Programme on Social Innovation's Global Launchpad at a moment of transition for Diamond Cab. Founded in response to the mobility challenges Leung's mother faced following health complications, the company provides transportation services for wheelchair users and their caregivers, with a focus on improving access and dignity for older adults.

Since Leung participated in Global Launchpad in 2022, Diamond Cab has expanded both its reach and its operating model. The company has increased its fleet of drivers and has connected more at-risk elders and mobility-limited individuals with the transportation and community they need.

Global Launchpad supports early-stage social entrepreneurs through applied coursework, coaching, and mentorship from Chicago Booth faculty and alumni in Hong Kong. The program culminates in a community showcase that connects founders with advisors, partners, and funders in the local social innovation ecosystem.

Leung reflected on her time in the program and how Diamond Cab has grown.

How did participating in Global Launchpad shape your organization’s growth and strategic direction? 

I joined Global Launchpad at a turning point for the company, as we were preparing for what I think of as Diamond Cab 2.0. We were transforming the wheelchair-accessible taxi operation into empathetic driving training, which needed new funding to achieve. The Global Launchpad program set up an environment for me to package the impact and success of Diamond Cab and promote our new idea of empathetic driving training with technology.

We successfully matched with the Social Innovation and Entrepreneurship Development Fund (SIE Fund) and were able to realize our innovative taxi driver training program. We computerized the empathetic driving skills of veteran Diamond Cab drivers and made the first-ever Driving with Empathy Simulator—a two-day training program with both theory and practice for new drivers.

What partnerships or connections from Global Launchpad have been most valuable, and how have they strengthened your impact?

Fullness Social Enterprises Society (FSES) was the most valuable connection we made through Global Launchpad. The FSES team not only supported us all the way while we were applying for the SIE Fund, but they also widened our connections with a family foundation, which matched us with private funding to overcome our most urgent cash flow crisis. Moreover, the FSES team is always encouraging and has knowledge about social enterprises. We are grateful to have built a nice mentoring relationship, and a friendship, with them during our journey of social entrepreneurship.  

What is next for Diamond Cab, and how will the skills and experiences gained from your time participating in Global Launchpad help you continue to grow?   

Diamond Cab is expanding internationally with its first overseas franchise, Diamond Cabby UK, which will launch in Manchester. The experience curating and executing the Driving with Empathy training program was one of the key attractions for potential donors and drivers in Manchester. In Hong Kong, we are also continuing to scale. In 2025, Diamond Cab merged its operations with JOIE TAXI, one of the licensed taxi fleets in the city. This increased the number of our empathetic drivers from more than 20 to nearly 60, and the number of cabs from 12 to 28. This growth is evidence that we can attract empathetic drivers who are aligned with our mission.

This spring, Global Launchpad will welcome its 2026 cohort of social impact entrepreneurs. For those interested in joining the Global Launchpad community, applications are open through February 13.    

About The Hong Kong Jockey Club Programme on Social Innovation

The Hong Kong Jockey Club Programme on Social Innovation provides resources and programs to help the city’s non-governmental organizations (NGOs), nonprofit leaders, and social entrepreneurs do their best work. Operated by the University of Chicago Booth School of Business, the Programme offers a range of opportunities, including scholarships, social entrepreneurship workshops, and training for NGO boards of directors.