1. How did you enter the realm of global food and beverage industry innovation?
When I was young, I frequently changed schools, which made it difficult to stay in touch with my friends. Wanting to share my contact information with them, I began organizing social activities at the age of seven to bring everyone together. This interest in event planning continued throughout my junior high, senior high, and college years. Later on, I participated in various forum events where I had the opportunity to meet the company I currently work for. It was then that I realized this was my ideal job. In my everyday life, I come across fascinating cases, such as the packaging designs for Domino's pizza and Budweiser beer bottles. I even took part in inviting guests to a packaging design forum, which further exposed me to the world of food packaging design. Since then, I have immersed myself in exploring the realm of global food and beverage innovation.
2. Can you summarize the areas you are currently involved in using a keyword that reflects your understanding of the industry?
I believe we are driving disruptive innovation in the food industry. Research and development, marketing, packaging, investment and financing, and supply chain—these aspects are interconnected and inseparable. However, due to the significant impact of the recent epidemic, everyone is seeking innovative opportunities amidst the crisis, looking for rays of light in the cracks. Our content group partners have chosen the theme "Rebirth from Nirvana," and we hope that you, too, can find inspiration in every situation. In this industry, there are always entrepreneurs and change-makers who passionately create real value.
3. What motivated you to delve deeply into the field of brand creation planning?
It is a sense of purpose based on my personal strengths, and I believe that my involvement brings happiness. Ha ha. I prioritize individual characteristics, as I have always possessed a vivid imagination since I was young. I believed that I could become a creative professional, and this was my initial aspiration. The second factor is leveraging my strengths. During my postgraduate studies, I discovered my interest in conducting investigations and business analysis. The third aspect is my belief in the power of compound interest. For example, when tasked with collecting information about artists, I initially didn't know where to start. However, after persisting for two or three months, I managed to gather a wealth of information from artists and industry leaders. It was during this process that inspiration struck, even though it wasn't a deliberate effort. I believe this is the power of compound interest.
4. How do you document moments of inspiration and surprises in your daily life?
First and foremost, I believe that much of our life may seem meaningless, but the key lies in how we find meaning within that perceived insignificance. I strive to live a fulfilling and fascinating life, constantly reminding myself that I can create something meaningful for those around me.
(1) I begin by focusing on small things and creating scenes. Whether it's designing a setting for interactions with others or considering it from a photographer or designer's perspective, I often receive various types of food. In those moments, I place a Christmas lamp on my desk, set up the scene, and capture a photograph. I have accumulated over 2000 pictures in my photographic records so far.
(2) Although I am intimately familiar with my desk, different scenes bring unexpected surprises into my life. When I or those around me feel down, reviewing these scenes provides us with renewed strength.
(3) I engage in conversations with objects. I can have conversations with anything—a plant, a tree, or even combining flowers with a sunset. I find this to be a valuable method for self-recognition during the creative process.
(4) I established a community. I began doing this in 2020, primarily for practical purposes. Initially, I wanted to share information through this community platform, but later discovered that others had similar needs. Consequently, I continued building the community to facilitate convenience, inspiration, and the exchange of value. I consistently share photos, uplifting words, activities, and opportunities, believing in the power of an energetic field and the continuous flow of inspiration and surprises.
5. You often say, "I'm always a student." How do you interpret this statement?
I consider myself a lifelong learner, and I believe the same applies to anyone reading this interview. Five years ago, as I engaged in a competition, I had the opportunity to meet many exceptional young individuals. After graduation, they became confined to fulfilling societal expectations and conforming to a predetermined identity. Social expectations and self-identification are constant factors throughout our lives. "Who I am" depends on "where I am," encompassing patterns of imitation and behavior. I excel at integrating and organizing information. When I am in an output phase, I strive to maintain a balance between input and output. If continuous output is required, lifelong learning becomes essential. Since my graduation in 2015, I have consistently participated in a project each year, seeking supervisors to guide me. Throughout this process, I encountered many kind people who acted as my mentors in various aspects. I’m always grateful.
6. You mentioned that you consider difficulties in your personal growth as gifts and treasures. Can you tell us more about this mindset?
Yes, there is a particular saying I would like to share with you: "Embrace adventures when everything seems to go wrong." It signifies that the most challenging times often coincide with the beginning of our journey. This quote deeply resonated with me during a trash-picking event organized by the Earth Hour Movie Bureau, where I incorporated it into my sign-in.
Furthermore, I have a strong affinity for concepts like "systematic innovation" and I am committed to adhering to them, even in the face of opposition. The systematic innovation thinking mode, as presented by Professor Christian Seelos from Stanford, has had a long-term impact on me. I have since adopted this mindset and continue to apply it in my thoughts and actions.
7. What are your plans for exploring and improving your work at FBIF?
Since joining the company in July 2016, my focus has been on global food and beverage industrial innovation. This involves various aspects, including marketing, packaging design, research and development, as well as content planning for investment and financing forums. My main responsibilities encompass summit planning, internal organizational innovation, brand asset management, conducting research, fostering enterprise culture and human resources, as well as early development of guest resources. Noteworthy projects I have been involved in include the Marking Awards, a global packaging design competition; the Wow Food Awards, a food innovation competition; the FBIF iFood Show, a food innovation exhibition; in-depth article research and creation for Food Media, a food media company; global advisory supervision and resource creation for Best Consultant in the initial stages of a project; core research, collaboration, and development with the global investment community for the venture capital investment project Vfood; and content ecological planning for the early stage of the FoodTalks website, a media platform providing essential CEO resources.
Looking ahead, there are several areas I am eager to explore. Over the past five years, my focus has primarily been on establishing connections with people to initiate business ventures. However, I am now expanding my horizons and delving into the realm of "things," such as organizational iteration. I firmly believe that dedicating 5-6 hours each day to reading is essential for nurturing my spiritual energy and maintaining a sense of spiritual space. Additionally, I am keen on studying cooperative organizational models like Braintrust, as I find the underlying logic of organizational behavior more captivating than mere creative achievements and inspiration. I also have a keen interest in acquiring knowledge about cyan organization behavior, "B Corp" public welfare enterprises, and commercial modes for impact investing.
Food packaging innovation goes beyond mere aesthetics; it encompasses intriguing stories waiting to be discovered. I aspire to promote the visibility of Chinese brands on a global scale and facilitate the entry of more international brands into the Chinese market with our assistance.
8. In what ways do you expect to influence the growth of others through sparks of inspiration?
I envision several avenues through which I can positively influence the growth of others. For instance, I plan to write books and articles, curate a photographic journal with captivating images, and share selected activities with everyone. Additionally, I aim to create youth media columns, offering a unique way to instill confidence in those around me. By doing so, I hope to be a source of inspiration in their lives, encouraging them to embrace their infinite possibilities and curiosity.
Producer: Isabella Wang
Interviewer & Text: Mia Miao
Translator: Christine
Formatting: Amy Pan