Our Pioneer in Shanghai, China: Jidi Guo

Jidi Guo's main fascination comes from observing changing attitudes and landscapes within China and beyond. As Managing Partner of the ideas studio Inner Chapter, she works through brand strategy, cultural insights and innovation with clients like Nike Inc., Estée Lauder Companies, Allbirds, and Marni to name a few. In her personal time and to keep her creative juices flowing, Jidi works on independent documentaries.

Through our Pioneers series, in collaboration with Nils Adriaans, we catch up with members of the Dutch Creative Community living abroad and ask them to send back personal ‘messages in a bottle’ about life away from the Netherlands.

Why are you where you in Shanghai right now?

Having lived in Amsterdam for quite some years, I always imagined there were other faster paced and exciting places in the world to kickstart my career. For as long as I can remember, I had this idea that I should be in a city that is on-the-way-up while I’m ‘still young’ – preferably a developing market as there’s a lot to learn. Shanghai seemed to meet all those criteria as the most international city in China, so I moved.

What makes you feel at home?

I’m not particularly attached to physical objects or routines, but I love drinking tea at all hours of the day. After I bought a kettle that keeps water hot at 70 degrees Celsius I’ve been feeling more at home than ever.

What’s the first thing that comes to mind when being asked what’s truly special about your ‘post’?

Over the past decade I’ve seen a shift from brand strategy being retro-fitted, to China becoming a leading market to build brand strategy and innovation pipelines around.

Four years ago, I had the opportunity to part-take in starting an ideas studio here in Shanghai called Inner Chapter. Thinking about the types of projects I get to dedicate my time towards, the team I get to collaborate with and the level of exposure the work is receiving makes me feel really proud.

What is your Random Pic(k) Of The Week?

I will use this space to express my admiration for Inez Van Lamsweerde and Vinoodh Matadin, a Dutch photographer duo. I Remember being mesmerized by their portraits in print magazines as a teenage girl, and they are still the best in the game to me. Last week I saw their new shoot for Chanel and browsed through their digital archives - they have been working together since before I was born! It’s such a precious talent to lean into the intimacy it requires to take pictures of another human and capture them so beautifully.

Who’s the most outstanding creative over there?

In the first year after moving to Shanghai I missed live music and shows from Amsterdam venues like Paradiso and Melkweg a lot. Then I randomly went to a gig at Yuyingtang and saw AM444, I’m not sure if I do it justice by describing it as a soulful electronic indie but it blew my mind. The vocalist ChaCha aka YEHAIYAHAN was the first artist to introduce me to an underground sound in Mandarin. She has released many projects since as vocalist / songwriter / producer and I’ve been following her work.

Funny enough, 7 years later someone gifted me a tiny screen print, because something about it reminded him of me. It turned out to be the artwork of her new album ‘Under the Moonlight’ – he had no idea. It’s hanging on my wall in my bedroom now.

What ‘souvenir’ would/will you bring home?

Definitely the friendships are the most important thing I get to take with me. From people who have been my family away from home, to the brilliant mentors who have shaped my thinking and those who have been generous with support on personal projects.