“Helping companies think globally and act locally is our area of expertise so we were incredibly excited to take part in the development and promotion of this campaign,” said Yee. “When you do business cross-culturally, there are often differences in etiquette, communication and leadership styles which can impede success. CSOFT’s expertise in East-to-West consulting and strategizing affords us a unique standpoint for helping China transition into its second phase of economic development.”

Yee, in her role as campaign collaborator and globalization expert, has been invited to give a speech sharing her experience in the field of East-West communications at the Shenzhen City Hall on Saturday, June 28. “Due to our extensive knowledge helping Fortune 500 companies tackle the linguistic, technological and branding barriers associated with going global, CSOFT understands the importance of recognizing and adapting to cultural differences,” Yee added. “I am honored to have the chance to share our insight into the evolving complexities and challenges of effective globalization to better serve Chinese companies expanding overseas. With the right mindset and global awareness, nothing is out of reach.”

Historically, Shenzhen has been a pioneer for China’s economic reform and growth, and the kick-off of this campaign signifies that the city will continue to lead the way for China’s expansion into more sophisticated markets. As Shenzhen-headquartered companies such as TCL, China Merchants Bank, Tencent and Huawei are demonstrating, China is moving away from cheap manufacturing and focusing instead on innovation and technology, meaning this kind of program has never been more crucial. The campaign’s significance was summarized by Tang Lixia, Director of the Foreign Affairs Office of the Shenzhen Municipal Government saying, “Each citizen of Shenzhen is a direct reflection of our city; in order to improve the reputation and quality of Shenzhen we must help our citizens to expand their minds by providing them with as much global know-how as possible.”