Modern Chineseness helps innovative agencies and professionals in branding, business development, content creation, consumer insights, trends and product development and the like to generate deep cultural traction with their Chinese consumer audience, for themselves or their clients.


Although based in The Netherlands, I frequently stay in China and work with my Chinese network to get the Chinese consumer story behind trends and identify future cultural-relevance for clients and  knowledge development. In addition, my global consumer culture perspective means that I also regularly work with international partners.


Hi, my name is Marleen Spijkman. I am the founder of Modern Chineseness. After working in international sales and marketing communication I turned to (Chinese) consumer research. Mostly ethnography, interviews and co-creation (digital) methods with creative visual projective techniques. 




How can I help you?

What is your question, already have an idea on how to work together, need an extra pair of critical eyes, or do you wonder how your value proposition or brand positioning will be like for your Chinese consumer audience? Contact me and let’s find out how we could work together.

Cheers, Marleen (Founder Modern Chineseness)