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LiAnne Yu

LiAnne Yu is a partner and strategic director at Cheskin, an international marketing and consulting firm, where she specializes in ethnographic research to understand consumer behaviors. She first visited China as an exchange student at Bejing University in 1990 and has returned regularly since then.

Cynthia Chan
was born and raised in Hong Kong when it was still a colony of the United Kingdom. She is now a strategic director at Cheskin, where she guides clients on inter-cultural consumer insights.

Cheskin Principal Christopher Ireland is regarded by many of her Fortune 500 clients as one of the leading thinkers in the area of market trends and consumer change. She has been studying China’s emerging consumer market since the mid-1990s.