Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

Hi, I’m Xiao Wei, a bilingual content strategist and narrative designer who blends Chinese and Western storytelling to build culturally resonant brands. Over 7+ years, I’ve led brand strategy, content creation, and IP development for F&B, gaming, and lifestyle brands, delivering end-to-end narratives across multiple media.…

Xiao Wei

PRO

Writer, Photographer, Brand Strategist, +2





Hi, I’m Xiao Wei, a bilingual content strategist and narrative designer who blends Chinese and Western storytelling to build culturally resonant brands. Over 7+ years, I’ve led brand strategy, content creation, and IP development for F&B, gaming, and lifestyle brands, delivering end-to-end narratives across multiple media.…

Available to hire

Guangzhou, China

Hi, I’m Xiao Wei, a bilingual content strategist and narrative designer who blends Chinese and Western storytelling to build culturally resonant brands.

Over 7+ years, I’ve led brand strategy, content creation, and IP development for F&B, gaming, and lifestyle brands, delivering end-to-end narratives across multiple media.

Skills

Copywriting

Brand Identity

Experience Level

Copywriting

Expert

Brand Identity

Expert

Language

English

Advanced

Work Experience

Brand Strategist & Content Lead at Premium Tea Brand Culture Development

January 1, 2025 - Present

Established brand philosophy, positioning, and product narrative for a luxury tea brand. Created a bilingual brand handbook (Chinese/English) defining voice, visual identity, and engagement strategy. Crafted signature messaging: "When the mountain unveils, thunder brews in your cup" /见山非山时，茶中有雷音.

Creator, Writer, Photographer at Outsiders in Cili Column Series

January 1, 2018 - December 31, 2023

Independently produced an ongoing photo-essay series exploring how outsiders integrate into local life in Cili County. Handled topic selection, writing, photography, and publication. Sparked widespread community conversation and attracted engagement from government employees.

Content Creator & Strategist at Travel Vertical Content Creation

January 1, 2018 - December 31, 2023

Launched a travel-focused social account from scratch, producing 100+ original short videos. Top content reached thousands of likes per post, building a loyal following and regional influence.

Narrative Designer at IP Development & World-building

January 1, 2023 - Present

Developed IP universe for a premium art toy brand: character development, world-building, transmedia storytelling. Adapted story concepts into product design briefs (blind boxes, merch).

Game Writer at Paper Games (叠纸游戏)

January 1, 2017 - January 1, 2018

Contributed to early R&D of Mr. Love: Queen's Choice, China’s top otome game. Designed level-based 剧情 and wrote interactive dialogue for core roles; developed character story arcs ensuring narrative consistency and emotional resonance.