FIPRA Network
Understanding policy & local culture a must to succeed in China: Haiying Yuan
At the end of the day, public affairs in China entails understanding not only government policy but also cross-cultural communication. These are our strengths, says Haiying Yuan, President, Yuan Associates / FIPRA China.
With more than 30 years of experience in the Chinese Government, Haiying Yuan’s range of expertise spans trade, investment, agriculture, forestry, fishery and environmental protection.
As a former Chinese diplomat, his senior diplomatic postings included stints in Washington D.C. as China’s Agriculture Attaché, and in Rome as the Alternate Representative to the United Nations Food and Agriculture Organization. In China, Haiying was the Director of the Ministry of Forestry’s Department of International Cooperation, where he coordinated joint projects with foreign governments and international organizations.
After retiring from public service, he held senior roles in leading public relations and communications firms.
In this interview, Haiying, who serves as a member of the Advisory Board of the FIPRA Network, shares with us some highlights and learnings from his illustrious career and describes what distinguishes public affairs in China.
Tell us about your origin story
Haiying: Having worked as a Chinese diplomat, I pivoted to becoming a public affairs professional and manager. I joined public affairs firm APCO as a consultant in July 1998 after which I joined Edelman. In these companies, my career path led me to becoming a director, a vice president and a senior vice president.
Outside the firm, I was elected as the chairman of the Chinese government affairs committee of the American Chamber of Commerce, and as the chairman of the Professional Committees of China International Public Relation Association. In March 2004, I founded Yuan Associates, a boutique public affairs firm in Beijing, China.
As Chinese sage Confucius said: ‘There must be a teacher among any three people walking together.’ We learn from our respected colleagues in the Network. Its collective wisdom adds great value to our clients.
Haiying Yuan, President, Yuan Associates / FIPRA China.
Most memorable career highlights
Haiying: Over the past 16 years, I have established in China a top-class public affairs firm, trained a professional team, and built an effective strategic partnership both at home and abroad. Together with our colleagues and partners, we have provided services to more than 150 multinational clients, thus winning market acknowledgement in China, Asia, the Americas and Europe.
Through this process, we have obtained a deeper understanding on how to practice government affairs and how to run a consulting firm in China. In the meantime, I have been progressing together with my team and have been reinventing myself as an entrepreneur in the vast field of public affairs.
Distinct characteristics about public affairs in your region?
Haiying: Today, China is part of the global village. Our clients are all multinational corporations (MNCs) and international organizations. Without globalization, there would be no Yuan Associates.
China has the largest government in the world; the Chinese market is one of the world’s most regulated. The Chinese government, officials and policies are key elements for companies to understand before entering and operating in this market. China has a unique, continuous culture of 5,000 years. Therefore, understanding government policy as well as Chinese culture is a must for firms to reach a win-win agreement with with all key stakeholders in China.
Public affairs in China, at the end of the day, is government affairs plus cross-cultural communication. These are our strengths.
Our role is offering knowledge and experiences on how to practice government affairs in China. All politics are local; and all local experience has global significance.
Haiying Yuan, President, Yuan Associates / FIPRA China.
How does the FIPRA Network add value to your clients?
Haiying: When I set up my public affairs firm in China, my dream was to operate at the global level. We joined the FIPRA Network in 2013 and realised this dream.
FIPRA has more than 40 country units, covering all continents — it’s a real global network with a guarantee of quality. We have been working together for the past 10 years, so we know that our members are strongly motivated to work together.
As Chinese sage Confucius said: “There must be a teacher among any three people walking together.” We learn from our respected colleagues in the Network. Its collective wisdom adds great value to our clients.
In the meantime, our role is offering knowledge and experiences on how to practice government affairs in China. All politics are local; and all local experience has global significance.
I believe that foreign direct investment (FDI) will speed up its movement in the world after the latest coronavirus pandemic. We will work together with all FIPRA Network members to make the most of upcoming opportunities.
(As told to Rahul Venkit)
