ABOUT
I graduated from BNBU with First Class Honours in Public Relations and Advertising. I like learning about unfamiliar subjects and hearing how other people see them. My work has ranged from a student-run brand and consumer research to corporate communication and B2B technology. The projects are different, and I like that: each has given me something new to figure out.
EDUCATION
Beijing Normal–Hong Kong Baptist University (BNBU) · BA (Hons) Public Relations and Advertising · First Class Honours (HKBU) · 2022–2026
GLOBAL CONTEXT
NUS · Media in Global Contexts · July 2025
.72/4.00
GPA
/161
Cohort rank
.0
IELTS
MY APPROACH
For AceEase, a Milan activewear brand entering the United States, I found that a standard cultural-values model could not explain the Tenniscore audience. I helped rebuild the framework around observable digital behaviour, then tested it through interviews and a 113-response survey.
At Minyuan Steel Group, the lesson was different: one corporate story had to remain accurate for managers, workers, local stakeholders, and outside readers. That meant checking facts at the source and treating communication as part of organisational practice rather than decoration.
SCHOLARSHIPS & RECOGNITION
My scholarships and awards include the following distinctions.
✳ RESEARCH EXPERIENCE
Research Assistant to Dr. Minqin Ma
10 August 2026 – Present · Ongoing research
I support two ongoing studies on organisational communication and the international media representation of Chinese cinema, contributing to literature reviews, research design, and data preparation and interpretation under supervision.
01 / Organisational communication and CSR
Working research topic
This study examines how employees in Chinese state-owned and private enterprises differ in their motivations for corporate volunteering, and what those differences mean for internal communication. It uses interviews and expectancy theory to explore motivations and communication strategies.
02 / Chinese cinema in international news
This study examines how overseas news outlets frame and evaluate Chinese films. Using framing theory and quantitative content analysis, it investigates patterns in news coverage and, where the sample allows, differences across media outlets and countries.
✳ My contributions
Literature review / Interview design / Pilot testing / Data preparation / Coding
↳ Review relevant literature and identify research gaps, including a thematic review comparing theories, methods, and findings in news-framing research.
↳ Help draft employee interview guides and questionnaire items for the organisational communication study; conduct pilot interviews and pretests, and revise instruments in response to feedback.
↳ Document data-cleaning rules and their rationale, and contribute to discussions of the coding framework.
↳ Interpret preliminary findings under supervision and prepare an analysis memo.
EXPERIENCE & LEADERSHIP
Roles spanning B2B technology marketing, cross-border brand development, corporate communication, campus innovation, and cultural-creative operations.
COMPETITIONS & PUBLICATION
Two conference papers have received three oral-presentation acceptances for 2026, alongside seven competition distinctions and a published textbook contribution.
+
COMPETITION DISTINCTIONS
ORAL-PRESENTATION ACCEPTANCES
GET IN TOUCH
I welcome questions about my work, academic conversations, and work opportunities in communication, research, and marketing.
