With a multifaceted background spanning consumer research, anthropology, and entrepreneurship, my writing is informed by a unique blend of humanities research and business acumen.

I have spent thirty years in the consumer market and a subsequent decade in anthropological research – two interrelated spheres of interest.

Consumer research involves extracting insights from consumption and market trends to assist clients in making decisions to foster business growth. In anthropology, we delve deeply into the cultures and societies of small communities, examining significant questions across various aspects of the humanities.

Understanding consumption and market trends is inseparable from their specific cultural and socio-economic contexts. Anthropology places social practice and human behavior at the forefront, recognizing that humans are inherently consumers. People derive meanings and identities from their choice of goods and services.

Having published an academic book based on gender studies – Everyday masculinities in 21st century China (2020) – I’ve been working on a book project that revisits my experiences in the Chinese consumer market. Through original research and the presentation of real-life narratives, the book captures the evolving landscape of the Chinese consumer market from the 1980s to the present day.