Building trust and embracing globalization

One of the biggest challenges Chinese companies face when going global is building trust across cultures. It’s not just about selling products; it’s about genuine cultural integration, respecting local values, and developing meaningful connections.

For example, I helped a Chinese chain selling Roujiamo — a traditional Shaanxi meat-filled bun — gain a foothold in Toronto by engaging in charitable activities.

This small but impactful initiative created goodwill, allowing the brand to resonate authentically with the local community. Understanding and aligning brand stories with local culture is key to successful global expansion.

Trust, in my view, is the foundation of all overseas business. Companies need to collaborate with governments, recruit and work closely with local talent, win over customers and investors, and build strong partnerships with local organizations. This trust comes from cultural understanding, a result-driven mindset, and practical approaches — avoiding unnecessary bureaucracy.

Since its inception, iMpact has supported over 200 Chinese enterprises across sectors like consumer electronics, new energy, medicine, intelligent health, and catering to go global successfully. Importantly, I have witnessed a shift in focus — from merely exporting goods to exporting management models and brands — demonstrating how Chinese companies are stepping up to compete on technology and quality alongside Europe and the U.S.