Building dreams and businesses in China

Foreign entrepreneurs are turning their dreams into thriving businesses, making an impact in China's dynamic market, Gui Qian reports.

When Zach Cagle first came to China in 2008, he knew little about the country beyond a few history courses he took in Atlanta, US. Seventeen years later, he has opened three restaurants in Zhengzhou, Henan province, with plans for a fourth.

Cagle decided to settle in China and start his career in 2010. He honed his cooking skills, navigated the registration process, sourced the right ingredients, and scouted real estate. In 2013, he and his wife opened their first American-style BBQ restaurant in central Zhengzhou.

Today, Cagle runs ZAX BBQ, a well-recognized grill chain. "Managing this business has given me everything," he said.

ZAX BBQ was Zhengzhou's first authentic American barbecue, which drew attention and helped the business grow. Word of mouth brought curious Chinese customers and foreigners living in the city. The restaurant soon began hosting Halloween parties, Thanksgiving dinners, and Christmas nights.

"We became the center of the foreign community in Zhengzhou," Cagle said with pride. "We've had customers from over 50 countries."

Cagle believes China is a great place to do business. He found the work permit and registration processes straightforward, and the process has become even more efficient with everything online.

Opening a restaurant is "absolutely feasible and attractive as China modernizes", he said. "As restaurants continue to keep up with Chinese demand, there will never be a lack of curiosity or need for interesting international food."

In recent years, Cagle has seen more foreigners coming to China to start their own businesses, ranging from sports to textiles, fashion, farming, and pharmaceuticals.

For Cagle, opening ZAX BBQ has been more than just a business venture. "Essentially, my wife and I have not only grown a business, but we've grown a family together, which I would call the 'China Dream', and I'm still living it," he said. The couple now has a nine-year-old daughter.

"We're fortunate to have kept our business open this long and to continue expanding. We have nothing but hope for the future and gratitude for the opportunity," he added.

Rapid success

Unlike Cagle, who has been running his business for a long time, Anna Gavrilova from Siberia, Russia, established her international logistics company in China just a year ago but has already achieved nearly 10 million yuan ($1.38 million) in revenue.

Gavrilova studied English and Chinese bilingual translation in her hometown and dreamed of working in China.

In 2017, she was hired by a logistics company in Dalian, Liaoning province, where she met her future husband. In 2021, she returned to Russia to set up her own logistics business in Saint Petersburg and Vladivostok. In 2024, Gavrilova moved back to China with her husband, founding an international logistics company named Ancheng in Xianning, Hubei, her husband's hometown.

Ancheng specializes in the transportation of bulk commodities like timber, energy, grain, machinery, and more. They manage container loading, shipping, customs clearance, and final delivery.

During the startup phase, Gavrilova received substantial support from Xianning's enterprise incubation base. They provided rental subsidies, connected her with potential customers, and kept her informed on policies and industry developments.

"The Chinese government has always supported export and foreign trade businesses, especially under the Belt and Road Initiative," she explained. "For example, shipments from cities like Wuhan in Hubei, Shijiazhuang in Hebei, and Yiwu in Zhejiang can receive significant subsidies, greatly reducing our costs. Our company handles many orders from Yiwu to Hamburg, Germany, and Budapest, Hungary."

With offices in both China and Russia, Gavrilova's company is well-positioned to handle trade between the two countries. They can often find better routes and more favorable prices. They even assist other Chinese business owners in visiting Russia for commercial cooperation.

Gavrilova is optimistic about the future. "I feel like I've found an industry in which I can invest long-term efforts," she said.

Communicating worlds

Steven Senshan (pseudonym), from Canada, is an expert in helping Chinese companies expand globally. Just over a year ago, he founded Midori Creative in Shenzhen, Guangdong province, specializing in creating branded, localized content for international audiences.

So far, the company has worked with around 15 Chinese brands, including smartphone companies Xiaomi and Realme, robot vacuum cleaner makers Roborock and Dreame, and oral care brand Soocas.

Midori Creative primarily focuses on creative campaigns for markets in North America, Europe, and Southeast Asia. It also collaborates with top photographers, filmmakers, and content creators.

Senshan started Midori Creative because he saw a growing need for Chinese brands to expand beyond mere sales volume and build strong brand images.

"A lot of new Chinese brands are going up against international brands that have over 100 years of brand value and exposure, so it's our job to make sure these brands get the spotlight they deserve to showcase their strengths and competitive advantage," he said.

From his point of view, many Chinese brands, such as Huawei and DJI, are at the forefront of the world in product design and user experience. China's rapid manufacturing pace and efficient supply chain enable quick product iterations, making these brands highly competitive.

However, since the cultures and consumption habits are very different abroad, Senshan feels his international background — half-Japanese, half-Canadian, born in Canada and raised in the US — gives him a unique perspective on cross-cultural communication.

"Connecting these very disparate worlds is part of my DNA," he said, which is why he designed his company's slogan as "We Make Worlds".

Senshan's decision to launch Midori Creative was also motivated by the strong entrepreneurial atmosphere in Shenzhen, where he met many people starting their own businesses, including many of the clients he later collaborated with, who were also startups.

For Senshan, Midori Creative marks the beginning of a lifelong career — he hopes it will be his "last job" and plans for it to always be based in China, as it was born and has grown here.

"China is developing very quickly, and I get to do many things here. I can say that the nine years I have spent in China have far surpassed the experiences I gained during the 22 years I spent abroad. I will always be grateful," he said.