THE USE OF A FOREIGN FACE in China is not new. Many companies ‘hire a laowai’ to create the impression that they are international, often when they are not.
However, when conducted ethically, that is, when the foreigner is legitimately qualified this can be very beneficial in building credibility.
And as Peter Pecotic, Managing Director for TURNINGPOINT suggests, that ‘foreigner’ doesn’t necessarily have to have a white face.
TURNINGPOINT is a production and event management firm founded in 1997. The company has delivered thousands of events covering conferences, exhibitions, special events, product launches and media events, and has offices in Sydney, Singapore, Shanghai and London.