Sean Fu is the Director of IDEO China, with 15 years of experience in design and innovation. Grounded in a human-centred perspective, he helps organisations translate strategy into action through innovation. By bridging consumer needs with organisational capabilities, he transforms insights into executable innovation pathways through design and creativity.
Sean's primary focus areas include brand and product positioning, as well as original 0-to-1 innovation design. He has partnered with numerous leading companies to drive systemic innovation spanning insight, concept development, and product and brand experience. He also champions the practice of design thinking within organisations, helping teams build stronger collaborative innovation capabilities and innovation confidence — making innovation an enduring core competency for the businesses he works with.
As categories mature, innovation is often limited to packaging or flavor updates, making it difficult to unlock new growth. While many brands see the ceiling ahead, they lack clear ways to break through.
In this session, IDEO will share cases with Master Kong, including "TeBieTe" Fresh Noodle and "Descendants of the Tea", and introduce three key approaches:
① Human-centered insights: Connect real user needs with business goals to create products that truly resonate.
② Define the brand with a flagship product: Establish a clear value proposition and new brand anchor.
③ Think strategically for the long term: Build a portfolio of products and experiences that drive sustained growth.