Abstract
This case examines how two highly educated Chinese entrepreneurs, Wang and Ye, leverage diaspora marketing, guanxi (a concept rooted in reciprocal loyalty, mutual obligation, and social capital), and government support to facilitate cross-border trade between Colombia and China. Drawing on their academic backgrounds and institutional endorsements, they successfully export Colombian coffee to Chengdu, China, while simultaneously introducing the Mixue Ice Cream & Tea brand into Colombia. Their experience highlights how formal education, diaspora status, and governmental endorsements enable entrepreneurs to overcome cultural, linguistic, and regulatory hurdles. The case concludes by presenting unresolved business dilemmas and inviting readers to analyze the role of educated immigrants in international entrepreneurship.
| Original language | English |
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| Title of host publication | SAGE Publications: SAGE Business Cases Originals |
| Publication status | Published - 2026 |
| MoE publication type | A3 Part of a book or another research book |