We help brands grow across cultures, 
not just enter new markets.

Xiaoning Lyu has built her international career on connecting cultures. In 2018 she founded Viva la Vida with a street experiment in Mexico City, asking strangers to answer one question with a drawing: What is your life? The project has since reached 20,000+ participants in 60+ countries, with partners including the United Nations and Coca-Cola. She is Secretary General of the G20 Young Entrepreneurs’ Alliance China Council, co-founder of the Asia Pacific Young Entrepreneurs Alliance, and a former consultant to the United Nations Development Programme (UNDP). She has been awarded the German Chancellor Fellowship, named to Forbes 30 Under 30 and Tatler’s Gen.T Leaders of Tomorrow, and selected as a World Economic Forum Global Shaper and a St. Gallen Symposium Aspiring Leader. A graduate of the University of International Business and Economics in Beijing, Minerva University and SDA Bocconi, she teaches Global and Cross-Cultural Communication at Luiss University in Italy.

Alessio Petracchi has spent nearly two decades shaping brand communication for global brands across Europe and the United States, working in New York, London, Milan and Florence. As Client and Project Director at Ogilvy, DigitasLBi and AKQA, he has worked on communication and digital transformation for Dolce & Gabbana, Armani, Maserati, Huawei, Disney, Coca-Cola, Nestlé, Heineken, Macy’s, UniCredit, FCA Group, Caterpillar, Borsa Italiana and the London Stock Exchange, Bayer, Roche and Johnson & Johnson. He mentors startups at Bocconi University’s B4i accelerator.