Boopin expands China footprint to drive cross-border growth

Middle East-headquartered integrated marketing agency Boopin is significantly strengthening its operations in China with a dedicated local team, aiming to support Chinese companies expanding globally while assisting international businesses entering the Chinese market.

Building on over 15 years of regional and international experience rooted in the UAE, the agency is establishing its presence across Shanghai, Guangzhou, and Shenzhen. The move underscores Boopin’s ambition to build a stronger bridge between China and its broader global footprint spanning the Middle East, Southeast Asia, India, North Africa, and Europe.

Boopin’s China strategy is built around three areas: helping Chinese companies build stronger brands, helping Chinese brands expand overseas, and helping international companies navigate and engage the China market.

“China represents a significant opportunity for Boopin, not only because of the scale of its market, but because of the growing global ambition of Chinese companies and brands,” said Shadi Abdulhadi, founder of Boopin. “We see an increasing need for partners who understand both sides — the dynamics of the Chinese market and the realities of operating internationally. That is where we believe Boopin can bring real value.”

To drive this growth, Boopin is anchoring its local operations around seasoned agency leaders. Jin Qu joins as group business director for Shanghai, bringing 17 years of experience in omnichannel media, business development, and advertising across healthcare, technology, luxury, automotive, and FMCG.

Having previously worked with ICON, WorldPath Medical, Omnicom, and WPP, her background includes managing high-profile clients such as GSK/Haleon, Bayer, and Google China, as well as leading the GSK Sensodyne and Alibaba data center initiative.

Meanwhile, Nathan Li takes on the role of business director for Guangzhou and Shenzhen, bringing more than 18 years of expertise across brand positioning, media, integrated communications, PR, CRM, eCommerce, and both B2B and B2C marketing.

His career spans key positions at Tencent IEG, IPG Mediabrands, BlueFocus, TBWA\HAKUHODO, Dentsu Aegis, and LEO Group, where he advised prominent clients including Tencent Games, NetEase Games, Toyota, Honda, Nissan, P&G, Mars Wrigley, Colgate, Carlsberg, Midea, Watsons, and Sam’s Club.

By uniting deep local expertise with Boopin’s international network, the new team provides a seamless cross-border platform for brands moving into, out of, and across China.

The China team will explore local clients in ASIA APAC for inbound and outbound opportunities. So they will be assisting clients in Asia APAC to enter China and Chinese clients to enter Asia APAC. 

“China is not simply another market for us; it is an important part of Boopin’s global future,” Abdulhadi said. “Our ambition is to build a strong local team that can work seamlessly with our teams around the world and become a trusted partner for companies moving between China and international markets.

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