BeiHem

About BeiHem

The tried-and-true Chinese-Western brand-consumer adaptations have lost their potency. Creating Chinese-Western cross-cultural relevance goes much further than adaptations that focus on being present on local social media, getting products on local e-commerce, collaborations with key opinion leaders (influencers) or any state-of-the-art-technologies in digital and interactive advertising.

Hi, my name is Marleen Spijkman MSc LLM. I am a Chinese-Western cross-cultural branding specialist and the owner of BeiHem.

With BeiHem I offer a new type of consultancy for brand and creative agencies. Filling the gap between wanting to develop Chinese-Western cross-cultural relevant client work and actually realising cultural relevance between global Chinese brands and Western consumers or between global Western brands and Chinese consumers.

Pretty soon I will start with 1-on-1 guidance and 1-on-1 course in Chinese-Western cross-cultural branding for (independent) cultural branding specialists, brand strategists, consumer insight specialists, forecasters, trend researchers, cultural strategists, semioticians and brand marketers.

Are we a perfect combination?

Show your clients why they should embark on emerging Chinese or Western consumer cultural opportunities that they haven’t considered as theirs before. Open up new cultural opportunities and paths forward!

I can help with navigating through Chinese-Western cross-cultural challenges, decoding signals systematically and identifying cultural opportunities to ensure accurate representation of evolving needs, lifestyles and identity constructions of Western brands’ Chinese consumers or Chinese brands’ Western consumers. Without amplifying cultural differences or shoehorning in a particular trend or cultural ideology that might not land well in the targeted Chinese or Western consumer culture.

Keywords

• Brand Resonance
• China Marketing
• Chinese Brands
• Chinese Consumers
• Chinese-Western Cross-Cultural Branding And Relevance
• Cultural Branding
• Global Consumer Trends
• No Amplification Of Differences Between Chinese And Western Consumer Audiences
• Western Brands
• Western Consumers

Address

• Headquarters

  ArnhemGelderland, Netherlands

Team by function

Based on 1 public job profiles as of 3 September 2026.

• Other / Unclassifiable1