Design a site like this with
Get started

Engage your Chinese Consumers Better

Beware of Yellow Peril

Sandstorm over Beijing

We interrupt our normal programming to bring you this news flash!
Well, maybe not exactly a news flash and it does wander quite some way from what we would call “usual” items. But we can – just – squeeze it into a business theme as it does give you insight, not just into the fickleness of China’s weather, rather like any where else really, but also the character of the people.

Beware of the yellow peril might be judged as racist or discriminatory today. It was a term used back in its day to talk about the threat from Japan. Today however, we’re using it to refer to THAT sandstorm that swept across northern China yesterday – Monday – obliterating everything in its path. At least, visibility wise.

Just across the road from our office is a very brightly lit Sichuan hot pot restaurant. It all but disappeared from view. Of course, this is the “Clayton’s” anti China news, the sort of criticism you make when you are not, seemly, criticising. So, we won’t repeat what has already been gleefully covered by mass media other than a quick back drop,

As reported globally, it began up in North West China as huge winds off the Gobi Desert picked up sand and swept it south east. The resulting fine yellow sand covers huge areas of China.
When the Bic was working in Korea back in 2000, such sand storms were a fairly common, and cursed, occurrence. Despite today’s sealed, almost air tight offices, come Monday morning our dark wood top tables were covered in a fine gold dust. Sadly it wasn’t.

As noted above and in every publication since, this is not a new phenomenon. In fact, there are paintings and sketches dating back to the Song Dynasty recording them. Thankfully though, they are now less regular. Let’s hope that yesterday will not be repeated for another decade at least. Despite the unpleasant and unhealthy conditions, people, especially those in Beijing, took it in their stride. This article from Heather Mowbray at the Caixin Daily takes a closer look and at the dark humour that the dark sandstorm inspired.

This is one of Caixin’s member only articles, but, if you are not yet a member, you can easily, and freely, become one simply by subscribing with an email address. If you have a real interest in China, either business or casually this is a great, economical option. For those who are serious about indepth research, business analysis and much more, we do suggest a fee based subscription.
If you have questions about real time, coal face business or marketing in China, please chat with our own Everlyne Yu.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
We would be honoured if you subscribed to our content.

Not Useful?
Then perhaps you may like to chat directly and personally with Everlyne?

But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.

Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;

Introducing Everlyne YU


In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.

Hello, Nihao, I’m Everlyne

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.


Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

Bicyu client logo bar
A selection of Bicyu clients since 2003


Follow Uengager on Wechat

Note: App is in Chinese and needs WeChat account to access.

WeChat QR Code


Take Tea with Everlyne


Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat

B1 XlabBuilding 1, TusPark B, Tsinghua Science Park

No.1 East Zhongguancun Road,Beijing, Haidian District 100084China

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: