David Joseph is a China market strategist and the founder of Hub of China, with over a decade of experience helping UK and European enterprises navigate the world’s most complex consumer market. He specialises in bridging the gap between Western business models and the specific psychological drivers of Chinese consumers.
Using a rigorous mix of interviews, focus groups, and large-scale surveys, David decodes shifting habits across China’s Tier 1 to Tier 4 cities. As a consultant for leaders in FMCG, Health Tech, and Education, he moves beyond “heritage marketing” to help brands meet the modern consumer’s demand for transparency and utility. By uncovering the “why” behind the data, David provides the cultural context necessary for Western executives to build sustainable, long-term growth in China’s experience economy.
