The Team
Joanna Chiu
Managing Partner
Joanna Chiu is an internationally recognized China expert, author and consultant and Managing Partner at Nüora Global Advisors. She has covered mainland China, Hong Kong, Macau, and Mongolia for The Economist, AFP, The Guardian, Foreign Policy, AP, and South China Morning Post, and has provided broadcast analysis for BBC World, NPR, Al Jazeera, CBC, and CTV.
Based in Vancouver, she served as the B.C. bureau chief for the Toronto Star, covered international affairs, and led China technology coverage for Rest of World. She is also the founder and co-chair of NúVoices, an editorial collective celebrating women and BIPOC experts on China through events, podcasts, and publications.
Chiu is a global affairs commentary writer for publications including Monocle and The Globe and Mail, and a senior consultant who has produced custom research reports for international organizations including PEN America and the Committee to Protect Journalists. Her journalism has earned the Kathy Gannon Legacy Award, a CEMA Award for excellence, and a Human Rights Press Award.
She has also served as an expert witness for law firms on China’s government, bureaucracy, and global influence strategy.
China Unbound
Described by New York Review of Books as “heartfelt, powerful,” China Unbound offers a sweeping primer on China’s rise in the 21st century and the roots of Beijing’s strategies for global power. Chiu’s book won the prestigious Shaughnessy Cohen Prize for Political Writing.
Past Work
The Economist
Toronto Star
CBC
BBC
PEN America
Crystal Tai
Managing Partner
Crystal Tai is a journalist, cultural strategy researcher and Managing Partner at Nüora Global Advisors. Her work explores how changing values and social movements shape business trends and global markets.
Beyond journalism, she has worked with brands trend forecasting, with expertise in brand concept, digital content strategy, and consumer insights.
She specializes in Asia business trends, cultural movements, conspicuous consumption, and diaspora identity, helping organizations understand and anticipate global shifts.
As an editor and trends researcher, Crystal examines the intersection of culture and business. From behind-the-scenes of the K-pop industry, to the impact of Hong Kong’s socio-political unrest on global businesses, or a look at the street-style scene on the -26 C streets of Mongolia, her original stories have appeared in The Guardian, Toronto Star, Women’s Wear Daily, South China Morning Post, Monocle and other outlets.
Crystal has provided commentary for Matches Fashion, i-D magazine, Euromonitor, BBC, Sky TV and other platforms.
Crystal has provided analysis and strategy for global brands spanning luxury, beauty, tech, FMCC and other industries.
Books
Crystal is the co-author of Honjok: The Art of Living Alone (Welbeck, 2021), a nonfiction exploration of South Korea’s solo-lifestyle movement, distributed internationally by HarperCollins and translated into multiple languages.
Past Work
Jing Daily
i-D, 2018
The Guardian, 2020
SCMP, 2019
Jing Zhang
Regional Director, Europe
Jing Zhang is a journalist, editor, and consultant specialising in the luxury, fashion, and retail industries across Asia and China. As Regional Director, Europe at Nüora, based in London, UK, Jing collaborates on Asian consumer intelligence, cross-cultural branding, and creative market strategy.
Formerly Global Editor-in-Chief of Jing Daily, she positioned the publication as a leading authority on the business of luxury, fashion, beauty, and consumer trends, expanding its scope to technology, AI, Web3, and the Middle East.
Tina Chu
Head of Growth and Business Development
As Head of Growth & Business Development at Nüora, Tina’s expertise lies in identifying growth opportunities at the intersection of brand storytelling, cultural innovation, and strategic business development.
With nearly two decades experience in media relations and project management, Tina has built a track record working with global luxury and lifestyle brands including Belvedere, Chaumet, The Ordinary, Dom Pérignon, Krug, Farfetch, and Absolut Art Bar. Tina is currently based in France.
Mo Zhou
Regional Associate, NYC
Mo Zhou is a New York-based Regional Associate at Nüora Global Advisors. With experience leading marketing for a Sequoia- and Hearst-backed AIGC unicorn, she bridges innovation and storytelling.
Having worked across Shanghai, London, Vancouver, and New York with top global brands, Mo specializes in helping consumer tech and lifestyle companies craft narratives that resonate globally.