Meet Ting from Beijing, China. She is the founder of a marketing agency called RedderUp, which helps European fashion and luxury brands grow their presence in the Chinese market. In 2019, she graduated from the Master of Science in Business Economics.

"Time flies! Those days at UAntwerp are still very vivid in my memory. The city of Antwerp is magical. It wears so many different hats: the center of the world’s diamond trade, a major fashion hub, a large port, so much art and history... I fell in love right away.

Is there one specific memory you’ll never forget about your time in Antwerp?

Ting: “Good question. I’ve had many beautiful moments. One of them is that I encouraged some of my classmates to join an entrepreneurial event in Brussels with me. On the train, we practiced self-introduction and overcame our fears of showing up in a business environment as students. That was fun and definitely memorable.

Besides that, my classes mainly took place in the city campus, located in the historical city center. I remember the buildings looked exactly like those in Harry Potter.”

How was it moving from China to Belgium?

Ting: “I traveled quite a lot before moving to Belgium, so it was easy to adapt to living in Belgium. The only ‘new’ thing for me was that most shops close on Sunday. I’m used to the fast-paced lifestyle in Beijing, where shops are open till 10 P.M. every day. It’s a demonstration of the work-life balance in Belgium.

You now have your own marketing company called RedderUp. Did you always have that entrepreneurial side in you?

Ting: I think I’ve always known that starting a company was the best way to achieve my goals. If you have a creative mindset, are willing to take control of life, and have a desire for monetary rewards, being an entrepreneur can be very rewarding.

But the Business Economics program helped develop that side. During my studies, I worked with several marketing agencies, global department stores, and local Belgian brands on multiple marketing and strategy topics. These experiences drove me to the fashion and luxury sector.

Meanwhile, I also interviewed C-level marketing directors and CEOs in Asia, Europe, and the US for my Master’s thesis on digital marketing. That triggered my entrepreneurial mindset even more.

RedderUp aims to help European fashion and luxury brands boost their presence in China. In what way did Antwerp play a role in the development of your company?

Ting: “Antwerp played an important role in my entrepreneurial journey. I’ve always loved fashion, and Antwerp has its unique fashion vibe with plenty of cool brands. I saw an opportunity: Why not help these brands reach out to customers in China, the second-largest luxury market in the world?

So, RedderUp was born. Starting in the Chinese market can be challenging, so we walk brands through the zero-to-one stage and help them keep growing. By understanding both Chinese customers and European culture, we balance and connect with brands and customers. Just like our slogan, RedderUp was inspired in Antwerp, created in Beijing, and powered in Milan. Not surprisingly, my first client was a Belgian fashion brand."

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