An agile, full-service, boutique agency that combines consumer insights and brand strategy with creative development to facilitate meaningful relationships between food & beverage brands and consumers in Asia.

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With our vast experience in the food and beverage industry — as well as a deep understanding of the Chinese and Asian consumer — we ensure brands reach their full potential.

With decades of collective experience in China, we are in a unique position to offer:

Research and Consumer Insights – Brand and Marketing Strategy – Creative Development

What our clients are saying

What’s Wrong With Industrial Food? In China, Nothing.

Four men, covered head to toe in protective uniforms, hover over the conveyor belt, checking off items on their notepads. The product shuttles along the manufacturing process, and is optically scanned. A second QA person, covered so thoroughly they might as well be wearing a burqa, peers out from a slit in their face covering…
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As Hot As Tea: The Chinese Consumer Goes Back to Leaves

Among Chinese consumers under 35 in Shanghai, coffee is cool. Tea? That’s for taxi drivers and parents, who waste their time and money brewing loose leaves. Or so the thinking about goes. But tea is back, and not just the cheese tea variety that has hit like a meteorite in 2017. Yes, that is the…
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When Brand Influencers (KOLs) Go Bad — and How to Find the Right One

Written by Andrew Kuiler, CEO @ The Silk Initiative PHOTO: McDonalds Weibo Your product is ready, you’ve done the market research, you’re ready to launch – there’s just the small question of who is going to endorse your brand. Except — it’s not a small question. China’s brand landscape is littered with brand influencers (KOLs)…
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Marketing to Chinese hipsters?

Written by TSI CEO Andrew Kuiler “Hipsters” in Chinese has a special meaning. The closest approximation, 文艺青年, literally translates to “young people into literature and art.” Chinese hipsters identify with products and brands to which they feel personally connected. To market to this group, beverage brands must understand what moves them and respond accordingly. So…
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How well do you know your food and beverage consumer in China?
Contact The Silk Initiative today for a consultation.