TFWA Asia Pacific Exhibition & Conference
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Director - Global Travel Retail, Luxury Jewelry, and Fashion Accessories Business Group 

Xiaohongshu

Keith Chen is the Director - Global Travel Retail, Luxury Jewelry, and Fashion Accessories Business Group for Xiaohongshu also known as Little Red Book, one of China‚Äôs most popular lifestyle trends platforms. With a portfolio spanning from luxury conglomerates, duty free retailers and brands, Keith oversees the business development in marketing and strategic partnerships with its stakeholders. He leads a seasoned digital marketing team tasked to provide trend insights, data analysis, and marketing solutions. 

Previously, Keith held a senior role for Tencent, overseeing their marketing initiatives in luxury brands and lifestyle.