[7] Before setting up ONE in 2011, Cui had nearly 15 years of experience in the sports media industry and was behind Martial Combat, a promotion which ran two shows per month at Resorts World Sentosa from May to October in 2010.

In January 2022, Cui was named the president and CEO of the Edmonton Elks, replacing Chris Presson who was fired after the 2021 season.

[13][14] Cui explained his decision to return to Edmonton to lead the team he grew up watching as "a dream come true".

[14] In the team's first home game under Cui's leadership, the Elks hosted "Stand With Ukraine" night in support of the Canada-Ukraine Foundation.

[19] Cui has a black belt in Taekwondo, as does his wife, and has been a fan of Mixed Martial Arts ever since watching UFC 1.