This is the 16th of a series of reports on expats sharing their stories with the Shenzhen Special Economic Zone, which celebrates its 40th anniversary this year.

Yang Mei

yangmei_szdaily@163.com

SHENZHEN has made extraordinary accomplishments over the past 40 years since it became China’s first special economic zone, but in the eyes of French designer and entrepreneur Christophe Branchu, Shenzhen’s future is only getting more exciting as the best is yet to come for the ever-changing city.

“I’m already living in the future every day. The more I see and experience Shenzhen, the more the city is exciting. Shenzhen is always preparing for the next step, which is why it is so attractive all over these years,” Branchu said during an interview at his design firm in UpperHills in Futian District.

Branchu said Shenzhen is becoming a hub in the Guangdong-Hong Kong-Macao Greater Bay Area.

“I think Shenzhen is very well known and recognized within Chinese market thanks to innovation. Shenzhen will be put on the global map,” he said.

The 29-year-old is the founder and creative director of JUKE Creative Design Shenzhen) Ltd.

In 2016, Branchu and Belgian designer Julien Gueuning co-founded the “JUKE Creative Design Studio,” which specialized in industrial design, helping Chinese startups as well as small- and medium-sized companies develop stronger international recognition.

However, due to family reasons Gueuning exited the studio and returned to Europe last year. Branchu said that since he is on his own, coupled with the China-U.S. trade conflict in 2019 and the ongoing pandemic, he decided to change development strategies for his firm by shifting focus to the local Chinese market. “The virus makes us more determined and confident about the Chinese market as it recovered very quickly,” Branchu said.

According to Branchu, JUKE has repositioned as a brand strategy consulting firm, helping local startups and companies shape their brand identities and positioning to mainly target younger-generation consumers.

JUKE’s clientele ranges from fashion brands to the food and beverage enterprises.

The firm’s most recent projects include a baijiu (Chinese liquor) brand and a flat rice noodles eatery — it helped them redesign their identities in order to catch the attention of younger customers. “Baijiu is an iconic beverage in China usually preferred by older generations and consumed on business occasions. We want to bring something new and fresh into the traditional beverage and make it become a modern way of living,” Branchu told Shenzhen Daily.

According to Branchu’s observations, millennials have open minds, are eager to explore and try new things and ready to share things with friends. “They are able to grab the latest trend from overseas but also are very confident about local brands,” he said.

He cited tea drink brand HeyTea as a successful example that has won the hearts of young consumers. “HeyTea is one of the pioneers of new retail trends, which inspired others. They are very smart on crossovers with different brands,” he said.

Young as it is, JUKE has won a number of awards including the 2017 CES Best Innovation Award, the 2018 German IF Design Award and two 2018 Taiwan Golden Pin Design Awards. In October 2019, Branchu himself was listed as the 2019 Forbes China 30 Under 30 Elite (30 Under30) in the fashion and art industry.

Branchu said that he was happy and proud to accept the honor as a designer and entrepreneur from Shenzhen. “I’m very proud to share my experience in Shenzhen wherever I go. It’s a new city so some people may have misconceptions about it. For me it’s a good place to bring forth new ideas. People here are eager to embrace innovation and changes,” he said.

Branchu came to Shenzhen in 2012 after he earned a master’s degree in design in Shanghai. As a designer from Europe, he came to Shenzhen to get a better understanding of the manufacturing process but found himself captivated by the city’s innovative side.

“When I arrived, Shenzhen was manufacturing, producing and exporting for the overseas market. I saw the shift here from manufacturing to innovation. International enterprises like Apple and Airbus used to see Shenzhen as a place for sourcing and manufacturing, but now they come here to understand Chinese market, pool talents and access technologies,” Branchu told Shenzhen Daily.

Branchu said the design industry in Shenzhen is thriving even more and has grown to be “one of the strongest in the world.” He also believes that local design studios will shine more and more.

For the future, Branchu said he hopes to focus more on his own projects, launch his own brand and work closer with his clients. “It’s a long way ahead. I always look forward to the next innovation, next brand and next happening.”