SPS Affinity makes your brand discoverable, desirable, and culturally relevant to Chinese audiences. We’re the only consultancy in the Middle East dedicated exclusively to China strategy for F&B and hospitality—and our work speaks for itself.
Win the market that spends more $ on travel than any other
Our services
Chinese digital marketing
We specialise in making global brands relevant to Chinese audiences — whether they're planning their next trip or living abroad. Our digital marketing services are rooted in platform expertise and cultural fluency, ensuring your brand not only shows up, but stands out.
Procurement & sourcing
Our procurement services are designed to help brands scale efficiently, source intelligently, and operate with confidence — leveraging our on-the-ground networks and cultural understanding.
Market entry & growth
More than consultants — we are connectors. SPS Affinity plays a central role in building the relationships that matter between Chinese and Middle Eastern businesses.
Our process
1. Book an exploratory call
Tell us about your brand, goals, and challenges. We'll assess how we can help you succeed in the China market.
We’ll build a tailored plan based on your needs—whether you want to launch, grow, or connect with Chinese audiences.
3. Watch your company thrive
From digital visibility to business connections, we activate your brand where it matters most—and deliver measurable impact.
Our team
Peggy Li
CEO Peggy is an award-winning Chinese Marketing strategist with over 20 years of luxury hospitality executive management experience spanning Europe, Asia, and the Middle East. Beginning in London at Michelin-starred establishments such as Tamarind and Zaffarano, she was later recruited by Chef Joel Robuchon to contribute to the success of L'atelier de Joel Robuchon London from 2009 to 2015. Subsequently, Peggy expanded her impact by opening restaurants on Robuchon's behalf in Bangkok and Shanghai. In 2016, she assumed leadership of the F&B division at Chalhoub Group in Dubai, overseeing AUBAINE, Vogue Café, and La Pâtissier de Reve with a team of 200 staff. In 2018, Peggy brought her expertise to SPS Affinity as CEO.
Caroline Bridges
Head of Strategy With a decade of experience in China strategy, Caroline began her career in Shanghai in 2017, providing bilingual policy research to global corporations. She quickly transitioned into consumer market research and senior account management, where she specialized in driving large-scale marketing initiatives for both start-ups and government entities across China. In 2021, Caroline joined Qumin, a London-based China-specialist agency, where she led Dao Insights, the leading China marketing news platform. At Qumin, she spearheaded strategic research, marketing projects, and communication plans for iconic global brands, including Nike, Estée Lauder, and Louis Vuitton.
Shao Zexin
Head of Procurement Shao is a hospitality operations expert with over 11 years of experience in luxury dining across the Middle East and Asia. He began his career in Dubai with Shangri-La Hotel, where he quickly rose through the ranks at the flagship Shang Palace restaurant, progressing from bartender to Assistant Restaurant Manager. In 2020, he joined the Armani Hotel Dubai, where he played a pivotal role in the success of Armani/Hashi—an award-winning, Michelin-selected Japanese restaurant. There, he led a team of 14 and was instrumental in launching Armani/Kaf, the UAE’s first kosher restaurant. Recognized for his leadership and performance, Shao was named Restaurant Manager of the Year at the 2022 Leaders in F&B Awards and was a finalist at the Caterer Awards in the same year. In 2023, he transitioned into procurement, bringing his frontline operational expertise and supplier insights to strengthen sourcing and cost efficiency.
Start working on your China strategy today
China is a market of extraordinary opportunity - we're here to help Middle Eastern companies thrive in it. Book a no-pressure exploratory appointment to get started today.
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