GoEast Mandarin

GoEast Language Center is one of Shanghai’s premium Mandarin language schools, with effective and fun teaching. I studied there, but felt that their communication lacked behind the quality of their teaching, and looked all the same as all language schools in Shanghai. My time was primarily spend on three things: Optimizing existing assets (mainly websites […]

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Hershey’s Kisses on the Bund

Increasing Hershey’s share in wedding candy market on top of a brand image facelift Hershey’s wanted to increase its share in the wedding candy market in China (a huge market). Both online and offline sales, plus PR where an integral part of the campaign. KISSES ON THE BUND Couples where to showcase their love and […]

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Greybox Coffee Shanghai Xintiandi store opening

Greybox is a coffee chain with fifty locations, trying to beat coffee giants in China such as Starbucks (3000 stores) Luckin (500 stores) and Costa (500). Each of these chains says they’ve got the best beans and machines, but only Greybox goes so far that they make extreme HR investments. So why not treat baristas […]

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The Book on the Taboo Against Knowing Who You Are review

“All knowledge is a recognition of the mutual relationships between sense experience and/or things and events.” This is a dense book, packed with insights. Some of them so wise that they make you look at life in a different way. But others feel just plainly wrong or overly simplistic (“You are IT”) — or are […]

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Speaker for the Dead review

This story on understanding comes in the unexpected shape a science-fiction novel — although anyone who has read Orson Scott Card’s books before would not be so surprised. It’s very different from its prequel, Ender’s Game: Speaker for the Dead is about understanding others, be it different individuals, families or even alien races — and its meditative […]

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Being the center of attention

My mom often told me about me handing out candy on my birthday in kindergarten: hands and plate stretched far out, and my head turned around because I was afraid to look at people. Being the center of attention frightens me. It’s an irrational fear, but a fear nonetheless. The fear isn’t gone, but what […]

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Cruisers & cargo ships

In Amsterdam’s busiest shopping street is a big wooden door that opens into a corridor which leads into a church. Few shoppers notice the door, let alone pass it. But the transition is wonderful: you go from a crowded street, a cacophony, into the silence of a church, and leave the shopping street behind, if […]

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Marriage is a tree

Love isn’t like a flower, that withers every season. Love grows like a tree, branches upwards and roots downwards. One side ecstasy and fantasy, the other exposing our wounds and missing details. It grows both ways, it needs both opposite directions. And just like a tree, it leaves a ring for each year that passes. […]

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