Xinwei Zhang

Xinwei Zhang is a doctoral researcher at the University of Helsinki, affiliated with the Doctoral Programme in Social Sciences. Their work bridges communication, anthropology, and sociology to explore globalization processes through case studies on bubble tea, youth culture, and immigrant entrepreneurship in Nordic-Asian contexts.

• Education: MA in Socio-cultural Anthropology (Durham University, 2019), MA in Media Studies (Shanghai University, 2019)
• Key Research Areas: Globalization/localization of food cultures, transnational youth identity formation, television format commercialization, and immigrant business adaptation

Research examines how bubble tea culture transforms in Helsinki, analyzing consumption patterns, symbolic meanings, and implications for Finnish cultural identity. Previous work focused on Chinese television formats like 'Singing with Legends' and mediated cultural translation processes. Current projects explore intersections of technology consumption and middle-class identity across Indonesia, Philippines, and Columbia.

Contributions include: Consulting for Rhizome on brand strategy (Airbnb, Alibaba); Academic Engagement through presentations at ISA World Congress and ESA conferences; Media Commentary on Nordic Asia Podcast and international press coverage.