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in which she lives. She explains: “when you’ve lived in different places, you get curi- ous about what’s happening, and one way to really learn about the place you live in and to connect with people you meet is through languages”. Communication is key and Tsai has done her utmost to ensure that both her professional and personal lives reflect her efforts to understand cultures around the world. Wearisma teaches that lesson to its brands


as well, illustrating the ways in which “the key is to really understand how you can, as a brand, have a globally consistent message that is locally and culturally relevant to everyone”. Language is one important method of understanding local culture and Tsai knows it. So do the influencers Tsai connects with


her clients. When asked what makes an in- fluencer an influencer, Tsai says: “they are the mouths behind the word-of-mouth mar- keting that we’re used to”. When wondering where to travel, what brands of clothing to buy, and even how to live a more sustainable life, people have begun to look to influ- encers as they might once have looked exclu- sively to the recommendations of friends and family. Tese influencers are “individuals who


create very valuable and trusted content that informs their followers on social media” about a variety of subjects, and “compared with traditional media channels, they are often more linked to publishing content be- cause it relates to them”. Tis personalisation is key as the influ-


encers themselves are their own brand, building “a relationship with their audience that is more based on relatability”. When asked what makes influencers so


successful, Tsai states: “I think we live in a world that has a lot of noise.” She believes influencers’ success stems from the fact that they are “authentic and that they’re very transparent with their messaging”.


www.focus-info.org


Forever cultivating her love of the interna-


tional, Tsai describes her work with multina- tional brands and influencers from foreign areas as “fantastic”. Wearisma and her team “work with influencers across more than 47 countries, including very diverse countries from Brazil to China to Mexico”. Trough her work, Tsai experiences a variety of influ- encers around the world, from people who focus on “identity and background” in the UK to “mum influencers” in Japan. As for advice to aspiring influencers, Tsai


suggests: “once you know what you really love and know a lot about, just make that into your content focus, and the authentic and the passion really comes out”. As we have learned, authenticity is key in cutting through the noise of modern culture and media. Tsai says that her favourite thing about


her work at Wearisma “is always the people who have helped you along the way”. From “the investors, the supporters, and the really great ecosystems of other fellow entrepre- neurs as well as institutions”, Tsai feels that she has been able to build a supportive net- work for her professional life in London. After 15 years in the city, she would know. Her team is a huge part of this commu-


nity and Tsai describes them as “fantastic” and “from very different backgrounds”. “Some are more engineering, some are more creative, but just the fact that we can all put our minds together in creating something very special and valuable is I think what makes a difference”. As for general life in London, Tsai’s expe-


rience is community-driven as well. “I think one doesn’t ever feel really foreign–because it’s such a diverse city where everyone comes from a different background.” It seems to me that Tsai’s love for diversity


is her biggest strength as she embraces the characteristics that make each culture unique in her quest to unearth the intrica- cies of human interest and interaction.


Kay Teekell is the communication and


events intern at FOCUS while she studies in London. Originally from Texas, she is


completing her degree in English literature at Southwestern University and can be contacted at marketing@focus-info.org.


“One way Tsai’s expat experience has come in handy in her quest for a human-centric and accessible product is her habit of picking up the languages of the places in which she lives.”


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