In this episode of The Negotiation, host Todd Embley welcomes back WPIC CEO Jacob Cooke to share insights around two pivotal developments for global consumer brands: the framework trade agreement between the US and China, and China’s massive 618 shopping festival.

Jacob breaks down the implications of the new framework agreement between the US and China, explains how tariff policies are shifting brand strategies, and highlights key recommendations for both U.S. and non-U.S. companies looking to grow in the APAC region. He also shares what’s different about this year’s 618 shopping event, how platforms like Taobao and Xiaohongshu are integrating content and commerce, and which product categories are set to win big.

If you’re a global brand navigating China’s trade and consumer landscape, this is one episode you don’t want to miss.

Discussion Points:

• The latest updates from Jacob on the ground ahead of 618
• Key findings from WPIC’s June 2025 strategic tariff report
• What the US-China “London Deal” means for cross-border business
• Why 618 remains a crucial growth moment for international brands
• How platform integrations (e.g., the Red Cat Plan) are changing the game
• Growth sectors to watch: beauty, wellness, fashion, and baby care
• Jacob’s top 3 tips for brands to win during 618

In this episode of The Negotiation, host Todd Embley sits down with Kevin Xu, founder of the bilingual newsletter Interconnected, which offers sharp analysis on the intersection of technology, investing, and geopolitics between the United States and China. Kevin has become one of the most thoughtful and trusted voices interpreting Chinese tech trends.

Together, they explore the evolving AI landscape in China, examining how players like DeepSeek and Alibaba are shaping the race, how export controls are impacting development, and why Kevin believes 2025 could be the year of the “AI RIF.” They also unpack China’s open-source culture, cloud strategy, and what Western analysts continue to get wrong about China’s innovation ecosystem.

If you want to understand better the complex forces shaping tech and policy between the world’s two largest economies, this is a must-listen.

Listeners should also check out Kevin’s newsletter Interconnected at interconnected.blog.

🔍 Discussion Points

• What Western analysts often get wrong about China’s tech ecosystem
• China’s strengths and weaknesses in AI vs. the U.S.
• Why Kevin believes 2025 may mark the start of “AI-driven layoffs” (AI RIF)
• DeepSeek’s rise and its open-source implications
• Why “open vs. closed” is a more useful lens than “US vs. China” in the AI race
• Alibaba’s AI and Cloud strategy post-reorganization
• Are U.S. tech export controls helping or hurting long-term AI innovation?
• Potential “second-order” consequences of chip restrictions
• Underrated trends in Chinese tech to watch in 2025
• What investors and operators should be paying attention to next

In Part 2 of this special episode of The Negotiation, host Todd Embley continues the conversation with Dr. Chui Chui Tan, founder of Beyō Global. This episode focuses on practical examples from Chui Chui’s work with global brands, including Spotify and Bumble, and what it really takes to launch successfully in new markets.

Chui Chui unpacks how Spotify adapted its product strategy for dozens of international markets using deep local insight, and how Bumble rethought its approach to dating culture when expanding into APAC. She also shares practical advice on timing, market selection, and the right metrics for measuring success in global rollout.

For brand owners, operators, and marketers looking to understand what separates global hits from cultural flops, this episode is packed with wisdom and real-world experience.

Discussion Points (Part 2):

• How Chui Chui worked with Spotify to understand local behavior in 45+ countries
• Cultural and strategic lessons from Bumble’s international expansion
• Frameworks for deciding when and where to grow globally
• Common mistakes companies make when entering new markets
• Metrics and qualitative signals that show cultural adaptation is working
• Chui Chui’s final advice for companies aiming to expand internationally with care and insight