Inspiring Insights into UK–China Business with Christina Xu

On Tuesday 9 June, the Business Confucius Institute (BCI) welcomed students, staff, and members of the wider community to an engaging lunchtime talk with Christina Xu, University of Leeds alumna, entrepreneur, and Founder of China Marketing Corp.

Held at Clothworkers Court, the session offered attendees a unique opportunity to hear directly from a business leader working at the forefront of UK–China trade, digital marketing, and cross-border entrepreneurship.

🌍 From Leeds student to global entrepreneur

Christina began by sharing her journey from studying at the University of Leeds to establishing her own specialist digital marketing agency in 2017. Her story resonated strongly with the audience, highlighting how her time in Leeds helped shape both her career direction and global perspective.

Reflecting on her entrepreneurial journey, she spoke openly about the realities of building a business from the ground up, and the importance of learning from experience along the way.

📊 Inside the UK–China digital landscape

A key focus of the talk was the evolving nature of digital marketing between the UK and China. Christina provided practical insights into how brands must adapt to succeed across Chinese digital platforms, stressing the importance of cultural understanding and tailored strategies.

She also challenged common misconceptions, encouraging businesses not to “chase vanity metrics” such as follower numbers, traffic, or titles — noting that these don’t always translate into meaningful impact or long-term success.

✈️ First-hand insights from China and Hong Kong

One of the highlights of the session was Christina’s reflections on her recent participation in the largest Yorkshire trade delegation to China to date, organised by the West & North Yorkshire Chamber of Commerce.

During the visit, she attended the launch of Sinoport, a new initiative connecting China with Teesside International Airport, designed to support trade and economic growth in the North East of England. She also took part in high-level meetings with organisations including HSBC, and visited major industry sites such as the headquarters of BYD and the vast Yantian International Container Terminal, one of the world’s largest and most technologically advanced ports.

Drawing on these experiences, Christina shared up-to-date insights into market trends, opportunities for UK businesses, and the realities of operating across international markets today.

💬 Lessons in business: honesty, patience, and trust

Throughout the talk, Christina offered honest and practical advice drawn from her own experiences as a business leader. Key takeaways included:

• Hire carefully: bringing in the wrong person can cost more than waiting for the right fit
• Don’t chase vanity: impressive metrics don’t always deliver real results
• Build trust gradually: start with smaller projects and allow trust to develop before making bigger commitments

These reflections resonated strongly with attendees, particularly those considering careers in entrepreneurship or international business.

✨ A valuable opportunity for global-minded students

The session concluded with a lively Q&A, where participants asked thoughtful questions on topics ranging from career development to entering international markets.

Overall, the event offered a valuable opportunity to gain insights from someone actively shaping UK–China business connections today. Attendees left not only with a deeper understanding of international trade, but also with practical, real-world advice they could apply in their own careers.

BCI extends its thanks to Christina Xu for sharing her time, experiences, and expertise, and to all who attended and contributed to such an engaging session.