30 Under 30 – Startups Without Borders: Chinese Founders Under 30 Going Global
How Xu Jie, a 28-year-old entrepreneur from Shanghai, is building a logistics tech company that connects China’s supply chains with the world.
📝 By Elena Foster | Emerging Markets Specialist
From Port City Childhood to Global Vision
Xu Jie (28) grew up in Shanghai, a city defined by its bustling ports and international trade. His father worked as a dock supervisor, and Xu spent weekends watching massive cargo ships come and go. “I saw goods flow out of China every day,” he recalls. “But I also saw inefficiencies that slowed us down.”
Those early observations inspired Xu to study logistics engineering at Tongji University. Instead of joining a multinational firm after graduation, he decided to found his own company to tackle China’s next big challenge: digitalizing logistics for global trade.
Founding a Cross-Border Startup
In 2020, Xu launched TransLinker, a startup that uses AI and blockchain to optimize customs clearance, shipping routes, and cross-border payments. His system helps small and medium-sized Chinese exporters—especially those in Yiwu and Shenzhen—reduce delays and costs when shipping abroad.
By 2023, TransLinker was handling over $2 billion worth of trade flows, serving clients across Southeast Asia, Africa, and Europe. “Our goal is simple,” Xu explains. “To make China’s small businesses global players, not just local suppliers.”
Aligned with China’s Belt and Road Strategy
Xu Jie frames his work as part of China’s broader Belt and Road Initiative (一带一路). His startup partners with logistics hubs in Pakistan, Kenya, and Eastern Europe, creating smoother data pipelines for exporters.
“This is not just about technology,” he says. “It’s about China’s connectivity with the world. Our generation must carry that mission forward.”
Recognition and Challenges
In 2023, Xu Jie was named to Forbes China 30 Under 30 – Enterprise Technology. His startup has attracted investment from both Chinese venture capital firms and overseas partners.
Yet the journey hasn’t been easy. COVID-era disruptions tested his company’s resilience, and competition from global giants remains intense. Xu reflects: “A startup is like a ship at sea. You can’t control the waves, but you can control the sails.”
Inspiring the Next Generation
Xu also mentors university students in Shanghai, encouraging them to see logistics not as a “boring backend” but as the lifeline of global commerce. He often uses a Chinese saying: “大河有水小河满 (when the big river has water, the small ones are filled too),” to explain how strengthening global trade uplifts small businesses.
Looking Ahead
Xu’s vision is to build a pan-Asian digital trade corridor, integrating AI-driven logistics with e-commerce platforms. He believes China’s Gen Z founders can create startups that compete not just at home, but worldwide.
“Made in China,” he says, “must also mean Innovated in China.”
A Global Face of China’s Gen Z
Xu Jie represents the entrepreneurial spirit of a new generation—confident, ambitious, and outward-looking. His story reflects a China ready to not only supply the world but to shape how the world trades.
