I’m Rui Zhu, a marketing consultant who lives between China and the UAE, and has spent years helping some of China’s most ambitious brands earn their place on the global stage.
I’ve worked with the likes of HUAWEI, HONOR, Midea, and XPENG on their regional growth. But the work I’m most proud of? Building Aputure’s entire Middle East marketing function from the ground up — and seeing it become the dominant lighting brand in the region.
China is now the world's second-largest economy, and Chinese brands and culture are no longer knocking on the door — they're inside. The English-speaking world still doesn't get the full picture of what's happening in Chinese business — and the gap between perception and reality is wider than most people realize.
That's the gap I'm here to bridge. Drawing on years of moving between China and the rest of the world, I share what the headlines miss: the business logic, the brand thinking, the inside view.
A newsletter decoding China’s business playbook to global founders.
