In this episode of The Negotiation, host Todd Embley welcomes back WPIC CEO Jacob Cooke to share insights around two pivotal developments for global consumer brands: the framework trade agreement between the US and China, and China’s massive 618 shopping festival.

Jacob breaks down the implications of the new framework agreement between the US and China, explains how tariff policies are shifting brand strategies, and highlights key recommendations for both U.S. and non-U.S. companies looking to grow in the APAC region. He also shares what’s different about this year’s 618 shopping event, how platforms like Taobao and Xiaohongshu are integrating content and commerce, and which product categories are set to win big.

If you’re a global brand navigating China’s trade and consumer landscape, this is one episode you don’t want to miss.

Discussion Points:

• The latest updates from Jacob on the ground ahead of 618
• Key findings from WPIC’s June 2025 strategic tariff report
• What the US-China “London Deal” means for cross-border business
• Why 618 remains a crucial growth moment for international brands
• How platform integrations (e.g., the Red Cat Plan) are changing the game
• Growth sectors to watch: beauty, wellness, fashion, and baby care
• Jacob’s top 3 tips for brands to win during 618

In this episode of The Negotiation, host Todd Embley sits down with Kevin Xu, founder of the bilingual newsletter Interconnected, which offers sharp analysis on the intersection of technology, investing, and geopolitics between the United States and China. Kevin has become one of the most thoughtful and trusted voices interpreting Chinese tech trends.

Together, they explore the evolving AI landscape in China, examining how players like DeepSeek and Alibaba are shaping the race, how export controls are impacting development, and why Kevin believes 2025 could be the year of the “AI RIF.” They also unpack China’s open-source culture, cloud strategy, and what Western analysts continue to get wrong about China’s innovation ecosystem.

If you want to understand better the complex forces shaping tech and policy between the world’s two largest economies, this is a must-listen.

Listeners should also check out Kevin’s newsletter Interconnected at interconnected.blog.

🔍 Discussion Points

• What Western analysts often get wrong about China’s tech ecosystem
• China’s strengths and weaknesses in AI vs. the U.S.
• Why Kevin believes 2025 may mark the start of “AI-driven layoffs” (AI RIF)
• DeepSeek’s rise and its open-source implications
• Why “open vs. closed” is a more useful lens than “US vs. China” in the AI race
• Alibaba’s AI and Cloud strategy post-reorganization
• Are U.S. tech export controls helping or hurting long-term AI innovation?
• Potential “second-order” consequences of chip restrictions
• Underrated trends in Chinese tech to watch in 2025
• What investors and operators should be paying attention to next

In Part 2 of this special episode of The Negotiation, host Todd Embley continues the conversation with Dr. Chui Chui Tan, founder of Beyō Global. This episode focuses on practical examples from Chui Chui’s work with global brands, including Spotify and Bumble, and what it really takes to launch successfully in new markets.

Chui Chui unpacks how Spotify adapted its product strategy for dozens of international markets using deep local insight, and how Bumble rethought its approach to dating culture when expanding into APAC. She also shares practical advice on timing, market selection, and the right metrics for measuring success in global rollout.

For brand owners, operators, and marketers looking to understand what separates global hits from cultural flops, this episode is packed with wisdom and real-world experience.

Discussion Points (Part 2):

• How Chui Chui worked with Spotify to understand local behavior in 45+ countries
• Cultural and strategic lessons from Bumble’s international expansion
• Frameworks for deciding when and where to grow globally
• Common mistakes companies make when entering new markets
• Metrics and qualitative signals that show cultural adaptation is working
• Chui Chui’s final advice for companies aiming to expand internationally with care and insight

In Part 1 of this two-part episode of The Negotiation, host Todd Embley welcomes Dr. Chui Chui Tan, founder of Beyō Global and a leading voice in international growth strategy. With over 16 years of experience helping brands like Spotify, Bumble, and Google expand into new markets, Dr. Tan shares how cultural insight—not just translation—can make or break global product launches.

This conversation examines how Beyō Global assists companies in developing culturally intelligent expansion strategies that extend far beyond localization. Dr. Tan explains the distinction between localization and culturalization, and how a nuanced understanding of history, social behavior, and consumer psychology can set brands up for success.

Tune in to hear her approach to assessing new markets, how global expansion into APAC differs from the West, and why many brands still get cultural strategy wrong. Stay tuned for Part 2 next week, where we dive into case studies with Spotify and Bumble, and explore common pitfalls in global expansion.

Discussion Points (Part 1):

• What led Chui Chui to found Beyō Global, and how her UX background shaped her global mindset
• The company’s mission and how it helps brands build culturally attuned expansion strategies
• How culturalization differs from localization—and why that matters in global growth
• The strategic process Chui Chui uses when assessing a brand’s readiness to expand
• The importance of historical and behavioral insights in shaping market entry plans
• Tips for approaching diverse APAC markets and avoiding Western-centric missteps
• Key differences between growing in APAC vs Western markets and what brands need to adapt

In this special French-language edition of The Negotiation, we welcome Emmanuel Poupelle, WPIC’s newly appointed Director of Growth, for a conversation hosted by Charles Lavoie, VP of Marketing at WPIC.

Emmanuel brings years of on-the-ground experience in China’s retail and e-commerce industry. He has now joined WPIC to help more European brands expand into the dynamic markets of China, Japan, South Korea, and Southeast Asia. In this episode, he shares his unique perspective on how the Asia-Pacific region has evolved, what makes it such a compelling growth opportunity, and why European brands—especially in categories like fashion, beauty, wellness, and home—are particularly well-positioned to thrive.

Charles and Emmanuel also discuss the strategic thinking behind WPIC’s expansion across Europe, the cultural and consumer dynamics shaping retail in APAC, and the practical steps European brands should take to succeed.

🎧 Note: This episode is entirely in French.

Discussion Points:

• Emmanuel’s career journey and how it led him to WPIC
• Why WPIC is doubling down on Europe as a growth region
• Emmanuel’s experience in China and how the e-commerce landscape has evolved
• Strategic shifts required for European brands to succeed in APAC
• Key sectors in China showing promise for European companies
• What drives the success of European brands in the Chinese market
• Emerging opportunities in Japan, South Korea, and Southeast Asia
• WPIC’s support model for international market entry

In this episode of The Negotiation, host Todd Embley is joined by Mark Kruger, a Senior Fellow at the Yicai Research Institute, Centre for International Governance Innovation, and the University of Alberta’s China Institute. Formerly with the Bank of Canada for three decades, Mark now resides in Shanghai and writes regularly for Yicai Global, where he offers clear, data-driven analysis on China’s economy. In today’s episode, Todd and Mark dig into China’s macroeconomic outlook in the wake of proposed new tariffs from Donald Trump and why Mark believes the country’s 5% growth target remains achievable despite external pressure.

The conversation explores Mark’s recent columns, including “Is China’s 5 Percent GDP Growth Credible?” He shares insights into the resilience of the Chinese economy, fiscal and monetary policy expectations, consumer confidence trends, and the ongoing property sector adjustment. Mark also weighs in on how Canada should navigate its own economic relationship with China during a time of rising global protectionism.

Stay tuned for a sharp, timely conversation with one of the most thoughtful observers of China’s economic evolution.

Discussion Points:

• Why Trump’s tariffs may not derail China’s 5% GDP growth target
• Signs of strength in China’s Q1 economic data
• The resilience of Chinese consumer confidence
• How China’s export profile is becoming more diversified
• Potential fiscal and monetary responses from Beijing to rising trade tensions
• The role of infrastructure investment and new manufacturing sectors in bolstering growth
• The status and long-term management of China’s property sector
• Canada’s strategic positioning in the context of US-China trade tensions
• Key risks and tailwinds shaping China’s medium-term economic outlook
• What foreign businesses should keep in mind when interpreting China’s economic trajectory

In Part 2 of our conversation with Rui Ma on The Negotiation podcast, we explore the evolving consumer tech and innovation landscape in China beyond AI. Rui shares her analysis on the rise of local life services, humanoid robotics, and China's dominance in electric vehicles—highlighting the factors propelling growth and the remaining roadblocks.

We also zoom out to explore the broader dynamics between the U.S. and China’s tech ecosystems. Rui discusses rising tensions, how media and policy shape U.S. perceptions of Chinese tech, and whether meaningful collaboration is still possible.

Finally, Rui reflects on the future of China tech and whether she still believes—as she’s said before—that “the next China is China.” Listen for sharp insights, fresh perspectives, and a grounded look at where things might be headed.

Discussion Points:

• The transformation of China’s consumer tech and local life services landscape
• China's rise in the EV market and what’s fueling it
• The state of humanoid robotics in China vs. the U.S.
• U.S. public and governmental attitudes toward Chinese tech
• How geopolitical tensions are creating siloed ecosystems
• The role of Western media in shaping perceptions of Chinese innovation
• Strategies for fostering cooperation and countering bias
• Rui’s long-term outlook for China’s tech sector

In this episode of The Negotiation, we’re joined once again by Jacob Cooke, Co-founder and CEO of WPIC Marketing + Technologies. Jacob walks us through the key insights from WPIC’s latest data report profiling the fastest-growing consumer segments in China’s e-commerce market. Drawing from GMV data across Tmall, JD.com, and Douyin, the report reveals a story of recovery, consumer optimism, and evolving channel strategies.

Jacob kicks off with an overview of China’s current consumption environment, highlighting a return of consumer confidence fueled by government stimulus, higher disposable incomes, and a willingness to spend. He then breaks down performance across platforms, noting the rapid rise of Douyin and Xiaohongshu, and explaining how brands should adapt to a more fragmented, omnichannel landscape.

We then dive into category-specific insights, from the booming beauty and fashion sectors to the rise of experiential consumption, pet care premiumization, and the ongoing expansion of health and wellness products. Jacob also discusses growth in outdoor and active lifestyle categories, with impressive gains in cycling, hiking, and ski gear.

Stay tuned for an insight-packed discussion that challenges the doom-and-gloom narrative and positions China as a dynamic and essential market for global brands.

Discussion Points

• Why consumer confidence is rebounding in China—and what that means for international brands
• Platform performance: Tmall and JD’s staying power vs. Douyin’s rise in social commerce
• Xiaohongshu’s triple-digit growth trajectory and strategic role for brand discovery
• Beauty and fashion trends: science-backed skincare, expressive makeup, men’s grooming
• The suitcase boom: post-pandemic travel + lifestyle trends = experiential consumption
• What’s fueling China’s demand for fish oil, vitamin B, and dietary fiber
• Outdoor gear goes mainstream: cycling, skiing, hiking, and the crossover with fashion
• Premiumization in pet care: what’s behind the $11.2B market
• Rising spend in the mother and baby category despite falling birth rates
• Key takeaways for brands: adopt an omnichannel, data-driven strategy for growth