Strategist
Shanghai-based
In a world overflowing with hot takes,
with brands racing to occupy every corner of the internet,
we’ve lost the art of listening, of observing, of uncovering real insight —
and turning it into creativity that moves people.
Hong Kong born. Shanghai raised. London and Kyoto shaped.
I’m a third culture kid with an outsider’s lens and five years of experience helping brands show up meaningfully in culture. I work at the intersection of creativity and anthropology —
curiosity-led, insight-driven, always searching for what sits beneath the surface.
Brand & Creative
Cultural Insight
Previous Clients
WHAT I CAN DO FOR YOU
Creative Strategy Brand Positioning Brand Strategy Semiotics &Qualitative Research Research Moderation Creative Development Design Research
Anthropology is how I think. Strategist is what I was trained to be.
And the best part of strategy is the imagination. The act of imagination explains the world as it is, then projects forward.
In doing so, it makes a different future possible. Narrative is how it thinks — how it persuades, aligns, and turns insight into belief.
My work is about uncovering honest truths — and imagining new worlds where brands matter in ways that feel human, relevant, and real.
