Thriving in China: My 6-Year Journey in the Most Dynamic Market
China is open again — recovering from COVID-19 and the global business meltdown. Many of you may be wanting to enter (or re-enter) China for professional or personal reasons. Whether you’re a newbie or a long-time veteran, I hope some of these reflections can act as a bookmark to help you navigate and thrive in your China journey — with buoyancy and optimism.
Yes, it may sound impolite, but it’s true. I am a media and advertising professional working in China for only six years, but no year has been the same since 2017. Quite literally.
2017–2018: The Rise of Douyin
Nobody had heard about Douyin/TikTok. Back then, people didn’t even know what short video was. Suddenly, in 2018, Douyin exploded in popularity and became everyone’s favorite. Its unique algorithm made it irresistible — you simply couldn’t put your phone down. The binge-watching era had begun.
2019–2020: The Livestreaming Boom
Livestreaming was largely unheard of — except among gamers. But then the pandemic hit, and when most of us were confined indoors, livestreaming mushroomed. Brands began appointing KOLs (Key Opinion Leaders), celebrities, and hosts to sell and entertain customers live. Today, it’s a massive business channel in China.
2020–2021: Social Commerce & Group-Buying
Social commerce was already a hot buzzword, and it only got hotter. Pinduoduo’s group-buying model went viral, not just in China but globally — so much so that they launched a sister app, Temu, in the U.S., which is now a hit in its own right.
2022–2023: The Age of AI/ML
Artificial Intelligence and Machine Learning began quietly — and then dominated. AI now listens, writes, edits, translates, creates, and drafts for us. It’s pervasive and woven into everyday life in China.
All of the above reflects my experience in the media and advertising world. You might’ve seen similar transformations in other industries. The point is: in China, every year is a new year. And one can only remain an “expert” for a short time. Staying successful means staying curious, adaptive, and humble.
5 Personal Reflections for Professionals in China
1. Don’t be an expert — become a life-long LEARNER.
If a client or potential employer asks why they should hire you in China, here’s your answer: “Because China is the most dynamic market in the world. And the only true expert here is someone with an open mind who keeps adapting.” What worked last year may not work next year.
2. Everything is POSSIBLE, but nothing is easy.
China’s systems and processes are structured and highly organized — much more than in many developing nations. This self-realization helped me transform professionally and personally. China teaches you to be meticulous and detail-driven — not just strategic, but executional too.
3. Instead of competing, pursue your own competitive ADVANTAGE.
China is a vast blue ocean. You don’t always need to beat the competition. Instead, lean into your unique strengths. There’s space for everyone here — provided you stay focused, niche, and relevant.
4. You can never be adequately PREPARED for China.
What works in the West may not work here. What works in other Asian countries may still not work here. Policies, media, platforms, urban planning — everything evolves rapidly. Don’t over-prepare. Stay watchful, and learn to adapt your path as the market shifts.
5. Language is a barrier, but not an OBSTACLE.
Yes, speaking Chinese makes your experience richer. But even if you don’t (I’m guilty too), it’s still possible to thrive. Just immerse yourself deeply into the cultural fabric. Go beyond the expat circle. Learn the nuances. In China, if you genuinely try to adapt, the universe conspires to help you succeed.
Final Thought
China is not just a place. It’s a mindset. The more flexible, curious, and open you are, the more rewarding your China chapter will be — both professionally and personally.
