What i did

client feedback

Yifan Mandarin was founded in 2002. 19 years later, it has become a brand name for students in international schools in Hong Kong who want to learn Mandarin. Yifan Mndarin now provides Mandarin courses outside of the regular schjool curriculum for 5 international schools. Their two key programmes: Mandarin for Munchkins and Yifan Camps have more than. 1,000 students enrolled each year.

Looking back, I got to know Lucinda in 2004 on a chance encounter and I invited her to be a consultant to Yifan Mandarin to help with its positioning and branding, as well as marketing. Lucinda is the brainchild behind Mandarin for Munchkins, our first programme launched under our collaboration. It is by far the most well-known programme under Yifan Mandarin in the last 10 years. It also comes up on the top 3 searches when you Google search Yifan.

On the marketing front, Lucinda created the company’s first website, crafted marketing events, and designed our promotional materials. But her most brilliant marketing idea has to be her monthly column in the then very popular parenting magazine, Playtimes, where as my ghost-writer, she shared interesting stories that happened in Yifan in the most humourous ways. That helped Yifan grow a huge fan base amongst the expatriate mothers in Hong Kong.

Yifan Mandarin’s fast growth and development in the short span of 4 years from 2004 - 2008 owes much to Lucinda as its consultant. Our partnership only ended when she and her family left Hong Kong in 2008.

I admire Lucinda’s creative flair and her business acumen, as well as her strong corporate administrative skills and discipline. Now that’s a combination that’s hard to come by, don’t you think?

Kate Zhou, Founder

*Written in 2021. Translated by an AI.