The Negotiation

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+ countriesCultural and strategic lessons from Bumble’s international expansionFrameworks for deciding when and where to grow globallyCommon mistakes companies make when entering new marketsMetrics and qualitative signals that show cultural adaptation is workingChui 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 mindsetThe company’s mission and how it helps brands build culturally attuned expansion strategiesHow culturalization differs from localization—and why that matters in global growthThe strategic process Chui Chui uses when assessing a brand’s readiness to expandThe importance of historical and behavioral insights in shaping market entry plansTips for approaching diverse APAC markets and avoiding Western-centric misstepsKey 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 WPICWhy WPIC is doubling down on Europe as a growth regionEmmanuel’s experience in China and how the e-commerce landscape has evolvedStrategic shifts required for European brands to succeed in APACKey sectors in China showing promise for European companiesWhat drives the success of European brands in the Chinese marketEmerging opportunities in Japan, South Korea, and Southeast AsiaWPIC’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 targetSigns of strength in China’s Q1 economic dataThe resilience of Chinese consumer confidenceHow China’s export profile is becoming more diversifiedPotential fiscal and monetary responses from Beijing to rising trade tensionsThe role of infrastructure investment and new manufacturing sectors in bolstering growthThe status and long-term management of China’s property sectorCanada’s strategic positioning in the context of US-China trade tensionsKey risks and tailwinds shaping China’s medium-term economic outlookWhat foreign businesses should keep in mind when interpreting China’s economic trajectory

In this insightful discussion, Rui Ma, a tech and finance expert with nearly two decades of experience in the U.S. and China, delves into China's evolving consumer tech landscape. She highlights the rapid growth of local life services and the electric vehicle market, while also addressing the challenges in humanoid robotics. Rui discusses U.S.-China tech tensions and how media influences perceptions of Chinese innovation. With a keen outlook on the future, she considers whether the next wave of technological advancement will truly come from China.

Jacob Cooke, Co-founder and CEO of WPIC Marketing + Technologies, reveals critical insights into China's booming e-commerce landscape. He highlights a remarkable revival in consumer confidence, driven by rising incomes and government support. The podcast delves into the rapid growth of platforms like Douyin and Xiaohongshu while examining shifts in consumer behavior towards premium products in sectors such as beauty, fashion, and pet care. Jacob discusses the importance of adapting to an omnichannel market and the dynamic opportunities for global brands.

Rui Ma, a tech and finance expert with nearly two decades of experience in the U.S. and China, dives into the fierce AI competition between the two nations. She discusses how geopolitical tensions and U.S. export controls challenge China's AI sector while highlighting the resilience of its firms like Ant Group and Baidu. Rui contrasts open-source collaboration dynamics, showcasing emerging players like DeepSeek. She also elaborates on practical AI applications in China and provides a forward-looking perspective on the opportunities and hurdles ahead.

Justin Downes returns to The Negotiation podcast to reflect on the recently concluded ski season in China and to discuss his new role in Hokkaido, Japan. With a career dedicated to advancing winter sports in Asia, Justin has been instrumental in the infrastructural development of ski resorts in China, contributing significantly to the country’s readiness for the 2022 Winter Olympics. In this episode, Justin provides an overview of the performance of the skiing season in China, talks about the world's largest indoor skiing resort in Shanghai, and compares the ski markets of China and Japan.Discussion Points:Overview of Axis Leisure Management and its impact on skiing in China.Performance insights from the recent ski season in China.Details on the world's largest indoor skiing resort in Shanghai and its significance in the growth of the industry.The influence of the Asian Winter Games on the popularization of winter sports in China and other Asian countries.Assessment of China as a mature or emerging skiing market.Comparisons between the skiing industries in China and Japan, highlighting unique aspects and challenges in both markets.

In this episode of The Negotiation podcast, Todd Embley sits down with Peter Park, WPIC’s latest addition in Melbourne and a recognized expert in Australia’s consumer brand sector and the APAC e-commerce landscape. Peter delves into his professional journey, his role at WPIC, and why the firm is an excellent partner for Australian consumer brands, especially in the F&B and health supplements sectors. He shares his insights on the rising trends in these categories. He highlights the untapped potential in markets like South Korea and Vietnam, discussing strategies for Australian brands to make impactful entries into these markets. Additionally, Peter spices up the conversation with an intriguing discussion about the whisky market across APAC.Discussion Points:Peter's professional background and his recent transition to WPIC.The role of WPIC in bolstering Australian consumer brands in the APAC region.Emerging trends in the F&B and health supplements sectors across APAC.Detailed exploration of South Korea as an underrated market for Australian brands.Opportunities for Australian brands in Vietnam and strategies for market entry.The growing popularity of whisky across APAC and its potential as a market for Australian exporters.

In this episode of The Negotiation podcast, host Todd Embley speaks with Joe Mazur, Senior Analyst at Trivium China, on the complexities of the U.S.-China relationship in the early days of the second Trump administration. Joe offers a comprehensive overview of the trade measures implemented by the U.S. since Donald Trump's re-election. He analyzes the motives behind the tariffs and their potential to escalate into more aggressive actions. He also analyzes China’s response to U.S. tariffs, which included a series of non-reciprocal measures. Joe explains their strategic significance and implications for future negotiations.The conversation also touches on recent U.S. restrictions in the semiconductor industry, highlighting the critical role this sector plays in the broader technological conflict between the U.S. and China and the closure of the de minimis exemption for Chinese goods. Listeners will gain a comprehensive understanding of the current state and potential future of US-China economic relations, the strategic motivations behind recent policies, and the implications for companies from various sectors.Discussion Points:Overview of U.S. trade measures since Trump's reelection and their strategic underpinnings.Analysis of China's non-reciprocal countermeasures and their potential strategic goals.Impact of U.S. policies on the critical semiconductor industry and the broader tech conflict.Insights into the closure of the de minimis exemption for Chinese goods and its significance.Discussion on the brief suspension of Chinese packages by the U.S. Postal Service and its implications.