JY
correojiayun@gmail.com
Instagram: @fabricant_fang
Jiayun Yan (JY) is a Shanghai-based, Singapore-raised strategist, editor, and cultural researcher working at the intersection of Chinese youth culture, internet trends, and cross-border storytelling. She leads social media and content strategy at RADII Media, develops emerging-culture and trend reports with various creative studios, and has contributed to platforms like Sabukaru and Nero Editions internationally. Her work bridges Chinese digital culture, contemporary aesthetics, and global creative networks.
CV upon request
SELECTED WORK RADII MEDIA
RADII Media
2021-2025DESCRIPTION
Over four years at RADII Media, JY shaped the platform’s evolution into one of the most distinct voices documenting contemporary Chinese youth culture, digital trends, and cross-border creativity. Working across editorial strategy, social media, trend research, and storytelling formats, she helped build RADII’s presence into a multi-platform ecosystem that speaks fluently to global audiences curious about China.
As Social Media & Content Strategist, she led RADII’s cross-platform narrative direction—Instagram, TikTok, YouTube, Xiaohongshu, Threads—developing original content formats such as Now You Know, City Guide, Buzzword Series and Voxpop interviews. These series became foundational to RADII’s brand identity, driving significant audience growth and turning the platform into a dynamic hub for fast-moving cultural explainers.
She built RADII’s social voice: sharp, contextual, and culturally fluent. Her work turned scattered cultural moments into digestible storytelling—translating internet slang, subculture movements, aesthetic shifts, and real-time trends into globally accessible narratives without losing their nuance.
Beyond daily publishing, JY also oversaw creative direction for major brand collaborations (Adidas CCS, East West Bank, Baybeats Festival, Soft Mountains, Outlander, TX Huaihai), delivering reels, carousels, interviews, and cultural insights that balanced editorial integrity with commercial needs.
Across four years, JY played a key role in transforming RADII into a more agile, globally connected, culturally sharp media brand—one that captures how China’s digital culture is shaping the future of creativity.