As part of the partnership between the Portuguese Diaspora Council and Jornal de Negócios, Mafalda Freixial, Senior Manager Social Media Strategy at Coty, shares insights into her personal and professional journey in China, as well as her reflections on Portugal’s economic potential.

1 — What led you to leave Portugal?

Since I was young, I have been very curious about other cultures. This curiosity grew during my undergraduate and master’s degrees, as I had the opportunity to study and live in different countries, namely Italy, the United Arab Emirates and the United States. It was also during my master’s degree that my interest in China arose and, in 2021, I started studying Mandarin with the intention of one day living and working in the country.

I visited China for the first time in 2023 and was impressed by the level of development in areas such as e-commerce and technology. At the time, in Portugal there was still little talk about live streaming, while in China it was already a highly developed industry.

In 2024, the opportunity arose to move to Shanghai. I knew that if I really wanted to integrate professionally, speaking Mandarin would be essential. So I started studying Chinese Language at Fudan University, a decision that ended up completely changing the course of my life.

2 — What advantages or disadvantages did the fact that you are Portuguese bring you?

One advantage is the very positive image of Portugal that I find abroad. In China, there is curiosity about our country, our history and, of course, the historical relationship we share through Macau. At the same time, I am surprised by the reduced Portuguese presence in the Chinese market. We find few Portuguese brands, and Portugal still has little visibility among consumers. I see this less as a disadvantage and more as an opportunity: there is room to better understand what Portugal has to offer in one of the largest markets in the world.

3 — What obstacles did you have to overcome and how did you do it?

After studying Mandarin for a year at Fudan University, one of the first challenges was to enter the Chinese job market. Despite my previous professional experience, I quickly realized that I was facing a completely different ecosystem and that much of my knowledge would have to be rebuilt. When I joined Buy Quickly, I accepted a less senior position and started practically from scratch. I was the only foreigner in the company and few of my colleagues spoke English. With a still intermediate level of Mandarin, I had to work daily in Chinese. The first few months were probably the most challenging of my career. A few weeks after starting, I decided to add private Mandarin lessons to accelerate my evolution. It was demanding, but that immersion turned out to be one of the experiences that contributed the most to my professional growth.

4 — What do you admire most about the country where you are?

When foreigners living in Shanghai are asked this question, there is one word that comes up constantly: convenience. In China, things work. Cities are safe, public transport is efficient and technology is deeply integrated into everyday life. Practically everything is done through mobile phones: payments, transport, shopping, food, entertainment and communication. Apps are interconnected and the various platforms have created a highly developed digital ecosystem.

I also admire the way I am received. From my experience, the Chinese are very curious and welcoming to foreigners. It is not uncommon for someone to talk to me on the street to ask where I am from, because I live in China or simply to talk. It is a dimension of the country that, seen from the outside, is perhaps less known.

5 — What do you admire most about the company or organization where you are?

One of the professional experiences that marked me the most was working at Buy Quickly, a Chinese e-commerce group that integrates areas such as live streaming, logistics, technology and creative production.

What impressed me the most was the speed of evolution. In just a year and a half, I saw live streaming become increasingly sophisticated and professional, from the sets and preparation of the hosts to the styling and makeup. The events developed for the brands themselves became progressively more ambitious.

At the same time, in a single week I could work with different brands, categories and platforms. That exposure gave me an extraordinary learning curve about the different market dynamics and, above all, about what works and what doesn’t in China. I don’t remember ever having learned so much in such a short time.

6 — What recommendations would you give to Portugal and its entrepreneurs and managers?

I would say, first of all, to look more at China. It is an extremely competitive market, but also very rewarding for companies with good products and a strategy truly adapted to the Chinese consumer. Being recognized in Europe does not guarantee success here: you need to understand the platforms, trends, celebrities and local cultural moments, such as the Chinese New Year, the Mid-Autumn Festival or Qixi. Portuguese companies therefore need a real localization strategy, local partners and humility to learn. As they often say here, “Chinese know Chinese best”.

7 — In which sectors of the country where you live could Portuguese companies find customers?

I see opportunities especially where Portugal combines quality, identity and know-how. Gastronomy and pastry are good examples. Pastel de nata is already known in China and there is even a local version, dàntǎ. Portuguese wine is also a category with a strong offer, although the alcoholic beverage market is currently under considerable pressure in China. I would also explore furniture and decoration, where Portugal has a very strong industry and could develop collaborations with Chinese brands; and jewellery, taking into account the cultural importance of gold. In any of these categories, having a good product is just the starting point. The strategy has to be designed specifically for China.

8 — In which sectors of Portugal could companies in the country where you live want to invest?

My experience in China is mainly linked to e-commerce and international brands, so I don’t have enough knowledge to accurately identify the most attractive sectors for Chinese investment in Portugal. I would mainly look for areas of complementarity, where Portugal has differentiating skills or resources and where partnerships can arise between companies from the two countries.

9 — What is the competitive advantage of the country in which you live that could be replicated in Portugal?

One of the competitive advantages that I notice most in China is the ability to execute. The work culture is very intense, especially in Chinese companies. I don’t believe that Portugal should replicate this intensity, but I think we can get a little closer to the discipline and sense of urgency that exist here. In China, decisions are made quickly and there is a great capacity to mobilize resources and turn projects into reality.

I also admire the long-term vision: the strategies are designed to generate growth in the future, and not just immediate results. There is a great consistency between the objectives set and the decisions made in the present.

Portugal can learn from this ability to set long-term objectives and maintain the discipline and speed of execution necessary to achieve them.

10 — Are you thinking of returning to Portugal? Why?

Not at the moment. I feel that I still have a lot to learn in China. At the same time, I feel a growing desire to maintain a professional connection to Portugal and to contribute to bringing the two countries closer together. The experience I am building in China can be particularly valuable precisely because there is still so much knowledge to share between the two markets. This is also why being part of the Portuguese Diaspora Council is so meaningful to me. I would like to use what I am learning here to build bridges, identify opportunities and contribute to Portugal, even though I am on the other side of the world.