Senior advisory
between
Europe and China
Independent. Selective. Discreet.
We work closely with leadership teams on both sides of the crossroads.
Who we are
Crossroads is a boutique advisory practice operating between Europe and China.
Founded in Belgium in 2022, built on lived experience across both cultures,
not theory or standard consulting frameworks.
What we do
We help companies navigate cultural, strategic,
and operational complexity across both markets.
From strategy to factory floors, from negotiations to logistics ,
we stay involved where it matters.
How we work
Clients work directly with experienced partners from the first conversation.
No junior teams, no standard packages.
Independent. Selective. Discreet.
Why Crossroads exists
"I have built my life between Belgium and China, navigating different cultures, mindsets, and ways of working.
Over time, this journey shaped a clear conviction: real strength lies in openness.
When I first arrived in Belgium, the contrast was striking. I found myself between two worlds learning how people think, communicate, and build trust, without aligning with one side over the other. What once felt like tension gradually became clarity.
Through years of working with companies across Europe and China, I came to see a consistent pattern: misunderstandings rarely stem from a lack of goodwill or capability, but from differences in assumptions, expectations, and ways of making decisions.
That experience also shaped how I work and who I am as a partner.
I am not the reserved, accommodating profile some expect from a Chinese professional. Eighteen years in China gave me respect for relationships, patience, and the importance of how things are said. Twenty-one years in Belgium taught me to speak up, engage as an equal, and say what I think even when it is uncomfortable.
I kept what matters from both worlds:
I speak directly — if something is heading in the wrong direction, I say so
I treat everyone the same — a CEO in Antwerp and a factory manager in Ningbo deserve the same honesty and the same respect
I stay polite, always — not as a tactic, but as a standard
I know when to slow down — not every conversation should be pushed forward
In 2022, I founded Crossroads to turn this understanding into meaningful impact.
Because meaningful cooperation is not built by avoiding differences.
It begins by meeting them at the Crossroads."
— Jing Sun, Founder
Our People
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Jing Sun
孙菁
Founder and Principal Advisor
I founded Crossroads in 2022 to support collaboration between Europe and China.
My work is shaped by experience across both contexts, and a precise understanding of how differences influence decisions and outcomes.
I bring clarity, alignment, and direction—where perspectives diverge.
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PMAK
肯派瑞
Senior Advisor, Belgium
With more than thirty years of experience in industrial machinery and international trade, I move effortlessly between cultures, markets, and business contexts. I combine strategic insight with commercial instinct to open new markets, drive sustainable growth, and strengthen organisations in their commercial capabilities.With sharp insight, a broad network, and natural empathy, I quickly make the right connections and build lasting partnerships. Fluent in Dutch, French, English, and German, I communicate commercial messages clearly, persuasively, and with cultural sensitivity.
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Jin Li
李进
Senior Partner, China
For three decades, I have worked between East and West. I understand how easily cultural differences can lead to misunderstandings and how powerful collaboration becomes when those differences are handled with care.I developed my own method to guide businesses through this complexity. Every step I take is deliberate and patient, with a focus on long-term success for both sides.
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Yi Li
李一
Coordinator, China
I grew up between cultures. From the age of twelve, I studied in the United Kingdom, learning early how to adapt, think independently, and feel at ease in international environments. These experiences shaped my patience, self-motivation, and thorough approach to work.Fluent in English and Chinese, and shaped by frequent international travel, I support communication between European and Chinese partners with cultural sensitivity and clarity. I structure information, follow through on details, and keep projects moving smoothly across time zones.
Our Services
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Want to set up production or sourcing in China
Are looking for reliable suppliers and partners
Are already active in China and want more control, clarity, and peace of mind
Want to make their supply chain safer and more efficient
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Industrial machinery and equipment
Consumer and technical products
Paper-based products
Plastic products
Packaging solutions (paper, plastic, and metal)
Tooling, mould development, and injection moulding for packaging applications
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We guide you through every step of entering the Chinese market:
Market entry strategy and positioning
Building a trusted network of partners and suppliers
Supplier screening, due diligence within agreed scope, and on-site factory assessments
Support during contract discussions and negotiations
Legal coordination and compliance support
Preparation and guidance for Chinese trade fairs
Design and optimisation of import and/or export supply chain structures
Capital investment advisory and manufacturing infrastructure setup
After-sales structures that support long-term success
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We help you strengthen and optimise your existing operations:
Strengthening local representation and on-the-ground support
Ongoing factory inspections and quality assurance aligned with European standards
Supply chain monitoring and process improvement
Bridging communication and cultural differences
Risk management and operational optimisation
Legal assistance and compliance support
Human resources services and organisational development
Digital marketing and brand localisation
Cross-cultural leadership development
Capital expenditure and operating expenditure project support (CapEx / OpEx)
Strategic growth acceleration
Let Us Meet At The Crossroads
Head Office — Belgium
Verbueckenstraat 3/4, Geel, Antwerp, Belgium
China Office
10-4-2, No. 7 Building, 199 North Xiangyun Road Yinzhou, Ningbo, China