@decode.startup

On a summer night in 2026, I couldn’t sleep. My head was so full of stories it felt ready to burst, and the only way to quiet it was to start telling them. Maybe I was born to create and tell stories. I hope these ones find their way to someone they can help, or inspire.

I decode what Asia’s startups are building, the market signals behind them, and what it means for the world.

I’ve lived across the world, now based in Berlin, and have spent more than a decade in startups and big tech. Today I lead go-to-market and growth at a global tech company, and now I’m becoming a content creator and storyteller too. Along the way I kept noticing the same gap. Startup news in English orbits Silicon Valley, while founders across Asia build remarkable things whose stories rarely travel beyond their own language.

@decode.startup is my attempt to help them travel. China is a big part of it, but the story is Asia’s. One company at a time, in plain language: what they’re building, the signals underneath, and why it matters beyond their borders.

I cover everything from grassroots to deep tech, because I believe small is beautiful too. Not every startup needs to scale. Some founders simply want to build a better life for their families and their communities, and that is meaningful. Others are building frontier technology or reaching far beyond their home market, and they deserve the world’s attention just as much. I want this to be a home for both.

And I hope these stories travel the other way too: that wherever you’re watching from, they move you to start something, big or small, or to invest in a better world for the next generation.

• /Weekly videos on Instagram
• /A newsletter, twice a month