Diana Tsai, Shanghai, CEO of LeagueX &Bundshop.com
On building ventures, Chinese design and immortality
3 facts about Diana
• CEO of Bundshop.com, a company discovered Chinese designers to the world
• 24-years entrepreneur who run two successful businesses and helps startups, MNCs, design brands to tell their brand stories
• Winner of 2013 World Technology Network Awards in Marketing & Communications
Ideal world
• I want a world without conflicts, unified around something that all of humanity can stand behind.
• We have lost that sense of being authentic and vulnerable to each other. On a much larger scale it turns to ‘This is my country, this is your country. This is my religion, this is yours. These are my people, those are yours”.
• I very much believe in these Confucian basics that you should get things fixed in your own life before you start change something in a society or in the world.
• People unified by a general purpose of good, that don’t feel hostile because of cultural or religious aspects… It probably could take an alien invasion or a lot of years to achieve that.
Chinese design
• Chinese design is everything that is China. And China now is in the midst of intense and high-speed change. So is Chinese design: multi-faceted, dynamic and at the moment undefined.
• In China, you have kind of super future, very artistic, almost minimalistic & close to nature tech design, and the same time you have “we will be the next luxury footwear” projects.
• If I chose one unifying factor among all these different eclectic spirits and concepts, it would be aspirational. Chinese design is very aspirational. 
Building an internal construct
• Manifestation of the physical has nothing to do with beauty. It’s just a surface. Beauty for me is not actually a physical thing. It is utterly spiritual, emotional and internal, value-system based. It stands for something that has intense purpose of life. That’s true for human beings, inventions, design and any esthetic. For me beauty is very, very much an internal construct.
• If I had an extra 100 years of life, I would build more ventures and help more people.
• I could never predict the direction the world will take. Whatever it will, it would be even more open possibilities and resources to architect changes.
Life choices
• My best friends are always involved in what I’m building. The most amazing blessing of life is building with people you love.
• I think bad moods are like clouds. You need to shift clouds by taking a different prospective or looking at silver lightning.
• When I see a dark place, I usually go to my best friends for clarity and perspective.
• I have 4 types of people in my life. People with whom I’ve built something, people I will build with, people who advise and supported things that I’m building and people whom I’ve helped to grow their own dreams.
• In the last day of my life, I would like to be surrounded with all these people. To see all of them and make them know that I love them. Make them know they made a great difference for me.
Entrepreneurship
• Taking an entrepreneur route, you get a freedom to do things according to your values. Freedom to hire who you want, freedom to choose who will be your customers, freedom to decide who will be your investors.
• LeagueX came because of Bundshop. We did such an incredible story with Bundshop that hit Financial Times, WSJ and TechChrunch. It lead us to projects outside of Chinese design space. Within LeagueX, we do storytelling & brand management for anything from multinational Chinese companies to start ups.
• Start ups are exciting partners. With them we have the freedom to build a brand story. They have a product, a service, a vision, and we take all this incredible content and do something that emotionally touch an audience and simultaneously build credibility.
Women in India – and China
• I feel that everything is great for me because I’m a woman. It has never been an issue like “Oh, I’m a woman, so I will never be invited there”.
• Talking to my women friends who do business in India, I know it’s challenging there. Doing your own business while being a woman in India, it’s just catastrophic. People can start asking you: “Would you like to sleep with me?” And my friend was like: “What are you talking about? I’m doing business development for my company”.
• In comparison, I find the business atmosphere in China to be quite good.
Women's leadership & inspiration 