Why did you decide to become a mentor?
Growing up in an academic and entrepreneurial family in China, I developed a passion for sharing knowledge, experiences, and insights from an early age. One of the things I enjoy most about mentoring is that it challenges me to reflect on and articulate the lessons I've learned throughout my career. Every conversation with a mentee gives me an opportunity to organize my thoughts, gain new perspectives, and continue growing myself. To me, mentorship is never a one-way exchange—it's a mutually rewarding learning experience. Many of my mentees on MentorCruise are startup founders, which makes the experience especially meaningful. At Nuwa Marketing, the agency I founded nine years ago, we work with global technology companies, leading consumer brands, and fast-growing startups. Connecting with fellow founders reminds me of the excitement, resilience, and ambition that fueled me when I first started building my company. MentorCruise provides a platform for me to revisit that entrepreneurial spirit while helping others navigate their own journeys. Seeing founders overcome challenges, pursue bold ideas, and achieve meaningful milestones is incredibly rewarding and continually reignites my own passion for innovation and growth.
How did you get your career start?
Growing up, I had the privilege of watching my parents build successful careers as entrepreneurs in the higher education and media industries. Seeing them as a true power couple inspired me from an early age and made entrepreneurship feel like a natural path for me. I was always drawn to marketing, media, and storytelling, so after graduating from NYU, I founded Nuwa Marketing in New York City. The first few years were filled with challenges, mistakes, and invaluable lessons that every entrepreneur experiences. A major turning point came in our third year when a leading global sports brand entrusted us with a large-scale campaign in New York. That opportunity gave us the credibility and momentum to continue growing. As more Chinese-founded companies began expanding internationally, I found a deeper purpose in my work. My mission became helping bridge cultural, business, and economic exchanges between China and the United States, and today that mission has expanded across the broader North American market. Over the past nine years, I have had the opportunity to work with some of the world's most influential technology companies, including ByteDance, TikTok, and Alibaba, as well as leading consumer brands such as POP MART, MINISO, and Roborock. We've also partnered with countless innovative startups, helping them tell compelling stories, build meaningful connections with new audiences, and successfully enter global markets. My parents have also been my most influential mentors. Beyond business advice, they taught me values that continue to guide my leadership today: appreciate every person whose path crosses yours, share success with your partners, vendors, and team members, and always strive to understand situations from another person's perspective. One lesson that has stayed with me is the importance of looking beyond the surface of challenging situations and understanding the emotions that drive people's actions. Those principles have shaped not only how I lead my company, but also how I build relationships, navigate challenges, and support others throughout their careers.
What do mentees usually come to you for?
Many of my mentees are startup founders in the consumer, technology, and creator economy spaces. I approach mentorship the same way we approach client engagements at Nuwa Marketing. The first session is always focused on understanding where my mentees are today, where they want to go, and what success looks like for them. Once we establish those goals, I work with them to develop clear, actionable strategies and tangible deliverables that can help accelerate their growth. What makes my mentorship approach unique is that I often leverage the expertise and resources of my team at Nuwa Marketing. Together, we help mentees think through challenges, refine their positioning, and identify opportunities for growth. The quality of support is held to the same standard as the work we provide to our agency clients, whether they are global brands, high-growth startups, or emerging founders. As a result, many of my mentees choose to continue working with me long-term because they receive not only strategic guidance, but also practical frameworks and actionable next steps they can immediately implement in their businesses and careers. Beyond business strategy, many mentees come to me for support on leadership, mindset, and personal growth. I believe technical skills can be learned, but values, resilience, and decision-making are what ultimately shape a person's career and life trajectory. Topics such as when to persevere versus when to pivot, how to build and lead high-performing teams, how to retain great talent, and how to navigate uncertainty are just as important as marketing, fundraising, or business development. My goal is to help mentees grow not only as founders and professionals, but also as leaders capable of creating meaningful and lasting impact.
What's been your favourite mentorship success story so far?
One of my mentees is the founder of a consumer app startup based in Europe. Together, we explored social media trends, growth opportunities, and go-to-market approaches for his business. It was rewarding to see him gain clarity and confidence as we worked through the challenges of scaling a startup. Another mentee was a college student who had already built an impressive presence as a content creator on both TikTok and Instagram. She was incredibly bright and had already secured numerous brand partnerships. Our mentorship focused on helping her develop a long-term content strategy, strengthen her personal brand, and define her identity beyond social media metrics. Watching young creators think strategically about their future careers is always inspiring. One mentee who left a particularly strong impression on me was an automotive maintenance specialist who was preparing to launch his own business. His humility, work ethic, and determination were qualities that felt increasingly rare. During our limited time working together, I saw his confidence grow significantly as we discussed entrepreneurship, business development, and leadership. He later reached out hoping to resume our sessions, and although my schedule unfortunately didn't allow it, I remember thinking that he had all the qualities needed to become a successful business owner. Sometimes, all someone needs is a little guidance and belief in their potential to take the next step forward.
What are you getting out of being a mentor?
One of the biggest lessons I've learned through mentoring is that giving is receiving. In many ways, mentorship sessions often feel therapeutic for me as well. Every time I hear a mentee talk about their questions, uncertainties, setbacks, or challenges, I'm reminded of the journey I've taken myself—the mistakes, risks, failures, and breakthroughs that shaped who I am today. As I share the lessons I've learned along the way, I often find myself reflecting on how far I've come, both personally and professionally. Mentoring has made me a more thoughtful leader, a better listener, and a more empathetic founder. It has reinforced my belief that success is not just about achieving milestones, but also about helping others navigate their own paths. Perhaps the most unexpected impact mentorship has had on me is gratitude. Looking back through the stories I share with my mentees, I sometimes find myself deeply moved and thinking, "Wow, you've really come a long way." Those moments remind me to celebrate the progress I've made, appreciate the people who have supported me, and continue paying that support forward to others.
