Thriving In-Between in the Past Two Decades

I see myself as an impact entrepreneur, business ethnographer, and creative strategist, where all practices are inspired by and grounded in ethnography and human-centered approach. Moving between consulting, founding, researching and somewhere in-between, I ask: what can I/we learn from what people are actually doing, and why?

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Entrepreneuring

1. Co-founded and solo-operated Kuiperbelt, an urban e-mobility startup in Stockholm. Took a product from concept to production in 6 months. Built a distribution and retail network across 8 European countries. Backed up €700K in angel funding
2. Co-founded and cheffed Take Your Veggie, a plant-based casual diner in Beijing. Launched as a "dwelling restaurant" in borrowed bar space during COVID. Profitable from Day 1. The restaurant was consistently top-ranked among all Beijing plant-based eataries.

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Ethnography

1. Led cultural strategy and insights at Youthology for brands including Alibaba, Tencent, Huawei, and Oppo, translating cultural shifts into product and business roadmaps
2. Directed insights at Landor (formerly Fitch Design) across Beijing and Singapore, serving as the sole source of Asian consumer intelligence for the agency's global network
3. Freelance ethnographer at ReD Associates, conducting in-home live-with studies on food and nutrition practices in China for a global ingredient supplier.

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Strategy

1. Business Strategy Advisor at Green Monday / OMNI Foods, advising on GTM and growth strategy for a ~$5M plant-based business unit across Asia.
2. Consulted with BCG in Shanghai, working on FMCG route-to-market and due diligence for multinational clients — with a gap year beforehand founding the AIESEC chapter at my university and directing PR for Teach for China
3. Advised on brand strategy at QUO Global in Bangkok for hospitality and travel brands

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The thread connecting all of it: I've always worked closest to the people the work is actually about—in their homes, their stores, their garages, their fields. That's what field & flux is built on.

If you are interested in learning more about my experience and how I might help, feel free to reach out.