The medium is the message.

Marshall McLuhan, 1964

About Me 

Emerson College
Boston, MA
M.A. in Communication Management

Expertise

Branding / Crisis Management / Copywriting
Entertainment Marketing

China-centered Marketing and Outreach
Xiaohongshu (RED / Little Red Book)

Past Works

Top A-list artist’s China social media channel launch and management
Top A-list artist’s film campaign design and execution in China, 2020
British artist’s presence on one of the biggest TV shows in China, 2021

12 million followers grown accumulatively with numeruous trending topics

About ten years ago, a friend of mine attended a conference in San Francisco, and I flew up from LA to visit him during his trip. At that time, MAC had a popular lipstick color called ‘CHILI,’ which I couldn’t find anywhere online or in LA stores. I was lucky enough to find two there. We grabbed a simple lunch at a rooftop Cheesecake Factory, surrounded by pigeons along with our pasta.

A few days later, my friend returned to Beijing and I got a text from him saying,  “It is those precious moments that hold us to endure this long and painful life.”

I still feel the same way, even today.




16:57
8/17/2024

Thoughts on a Saturday Afternoon

I had a conversation with my dad the other day, talking about how scrolling up and down on mobile devices had become a natural action for people. He agreed. It seemed that online content has grown into a necesssity as part of today’s consumption or as a gateway to escape from the reality.
Either way, I couldn’t help but wonder - what do we really need here? 

Some prefer to define success in the marketing and creative field on numerical indicators - a million likes and 2,000 comments.

Those 15 seconds that people stop for an IG story could be easily forgotten as soon as they put down their phones. The ongonig discussion between quantitiy and quality, and the efficacy and efficiency of communication, reveals different directions and means of creating content.  

Under the contemporary context while people are yearning for instant gratification, delivering messages is getting more challenging but also more intriguing. 

There is never a right or a wrong way of doing it, but I guess my way is to

take it slow.
keep it sincere 
and make it last. 

What
  do
    you
      think?