China Advocate
Beijing, China

Founded in 2018, China Advocate is a PR agency based in Beijing with coverage to major Chinese cities, specializing in strategic communications, public affairs, issue and crisis management.

With a deep understanding of the Chinese market and robust media and government network, China Advocate helps organizations navigate the complexities of Chinese business environment and build strong, impactful brand narratives. We are renowned for our commitment to excellence, innovative approach, swift responsiveness, and the ability to deliver tangible results for our clients.


Beijing - China




601A, East Tower, China Overseas Plaza, Dongcheng District

Phone: +86-186 1047 0904



Shawn Jiang Xiaofeng

Managing Director

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Linda Li

Executive Director

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China Advocate


Focus: China Advocate focuses on strategic communication and serves industries such as tech, healthcare and manufacturing.

Business Acumen: Our 20+ consultants have MBAs and multidisciplinary backgrounds. We use Lean Communication to solve practical business problems.

China Depth: Located in Beijing, we know factors for business to succeed locally. Our senior staff provides practical services on the frontline.

Global Breadth: With our global partners, we support companies in various markets, esp. Chinese companies going global.

Service Offering

Public Relations: Using high-quality contents and diverse media channels, we help clients enhance their brand reputation.

Public Affairs: Through balanced analysis, we help clients identify policy and regulatory risks and seize business opportunities.

Crisis Management: Provide the full suite of business crisis management consulting before, during, and post-event.

Core Competencies

PR Model: Our “Dual Diamond” and “5R in One” models prove to be effective, beneficiary to clients’ brand building.

Strategic Thinking: An award-winning team with both international vision and local wisdom ensures ideas are strategic and practical.

Corporate Narrative: Use research to identify a company’s proposition and develop stories that resonate with stakeholders.

External Network: Sound relationship with leading Chinese media and experts and bridge such “Guanxi” to clients.

Business Insight: Understand environment on the ground, providing bespoke support based on client’s business needs.

Partnerships: Work side-by-side with a company’s Public Relations and Government Relations function and senior executive team.

Expert Relations: We are capable of helping clients to expand their networks in China, esp. relationship with KOLs, experts and associations. Through our Singapore office and global affiliated partners, we can also provide client services in different markets.

China Advocate serves a broad range of clients focused in healthcare, high-tech, advanced manufacturing and other B2B industries.

Our key current clients include LinkedIn, Dassault Systemes, Snapchat, Boston Scientific, Thermo Fisher, Lyondell Basell, Huntsman, General Mills, Ferrero, Novozymes and Ecolab.

Past and project clients include Amazon, Dell, Byte Dance, Happy Elements, DBS Bank, TE Connectivity and Ethiopian Airlines. In addition to assisting multinational companies navigate the Chinese market, we also have a track record of helping Chinese brands establishing international presence.

Client Testimonials

Excellent Service: “The team has excellent skills, understanding the government, media and industries. Their efforts have opened up many business opportunities for us.”

Professional: “China Advocate’s consultants are reliable, responsive, and flexible, helping us share the pressure in difficult moments. They are our trusted partners.”

Strong Support: “Besides interpreting policy changes in China, they also help us understand the rationale behind. The firm enjoys a great reputation within our company!”


China Advocate has achieved a remarkable feat by winning the esteemed 2023 PR Awards Asia in the highly competitive category of B2B Communications. This outstanding achievement further solidifies our position as a trusted provider of top-notch, consulting-driven PR solutions. Our exceptional work has also been recognized through nominations for prestigious accolades such as the Sabre Asia Pacific Awards, Drum Awards, and China’s Suqin Awards.


  • Advocacy
  • Content Creation
  • Content Marketing
  • Corporate Communications
  • Crisis Communications and Crisis Management
  • Digital Communications
  • Employee Relations
  • Influencer Engagement
  • Internal Communications
  • Media and Presentation Training
  • PR & Communications Strategy
  • Public Affairs
  • Public Relations
  • Reputation Management
  • thought leadership
  • Training and Executive Advising


  • Agriculture / Forestry / Farming
  • Aviation and Aerospace
  • Biotech / Life Sciences
  • Building / Construction / Architecture
  • Consumer Products
  • Consumer Technology
  • Engineering
  • Environment / Waste
  • Financial / Banking / Investment
  • Healthcare / Nutrition
  • Manufacturing
  • Pharmaceuticals / Medical
  • Technology
  • Tourism / Travel

Shawn Jiang Xiaofeng - Managing Director

Shawn Jiang Xiaofeng is a seasoned expert with a focus on business growth, strategic marketing and communications, issues and crisis management across Asia.

Previously, he was a co-founder and CMO of Somur Gene, a Chinese leading consumer genetic testing company, and a founding member of an award-wining boutique agency, and a Director at Weber Shandwick, supervising public affairs and strategic communications practice. He was also with Ogilvy on the technology practice leading accounts such as Microsoft, Hitachi and PTC.

He has provided counseling to companies including Apple, Microsoft, DuPont, Bayer, McDonald’s, ABB, DIT of British government, CCPIT Shenzhen, APP, Oriental Dream Works, Stratasys, Borouge, Clariant, Eastman and etc.,

Before that he was North Asia Area PR manager in the Maersk Group for four years. During his tenure, the Group’s reputation score among stakeholders such as media and government was successfully improved.

He provided consultancy to Beijing Government on fostering creative clusters. He graduated from Wuhan University and he is a guest lecturer in Peking University and often invited by media for comments. He received his EMBA degree from the top-ranked China-Europe International Business School, which has the largest, most influential alumni EMBA network in China. Xiaofeng is well connected with China’s entrepreneur community, particularly with TMT big-names, including Huawei, JD, Alibaba and Meituan.

Linda Li - Executive Director

Linda has 12 years experience in integrated corporate communications. Her specialties range from strategic counselling, brand positioning and messaging, to government relations, media & KOL communications, as well as IPO PR and crisis management. She has led her team to provide integrated communications services to both domestic and international clients including Linked-In, Boston Scientific, UK Department for International Trade (DIT), Outokumpu Stainless, APP, Happy Element, Yuheng Pharmaceutical, DuPont Pioneer, Lionsbridge, Wunderlist App, etc. During her service to DIT, her outstanding skills in coordination and communication as well as her bold application of innovative communication methods were highly recognized by clients.

Previously, Linda worked in two foreign consulting firms including Ruder Finn Public Relations. During her time at Ruder Finn, she was responsible for the day-to-day PR management of B2B clients such as Bosch China and Micheline China. Prior to that, Linda worked at YCEEYA Network in New York and Redletter PR in Miami. She was responsible for coordinating various marketing activities, launching social media campaigns, and maintaining media relations. She is familiar with the latest social media marketing trends, and is proficient in video shooting and photography, website design, etc.

Linda graduated from University of Miami with a master‘s degree in public relations. She also holds a bachelor’s degree in Communications from China Agricultural University. She is married and has a daughter.