Alfred Sung is a Canadian fashion designer, producing apparel, fragrance, accessories and home fashions for women and men. He was born in Shanghai and raised in Hong Kong. Sung is the brother of late Hong Kong actress Lydia Shum.
In 1986 with the launch of Parfums Alfred Sung, through Riviera Concepts, the Sung trademark enlarged its profile and raised its status by becoming a famous fragrance brand along with being a famous fashion brand as well. Sung by Alfred Sung, the first ladies' perfume launched in 1986, was followed by Shi Alfred Sung in 2001 and Alfred Sung Paradise in 2003. In 2005 a new signature fragrance, Jewel Alfred Sung was launched.