We are X-nel
Our commitment is simple: To help our clients navigate complexity, unlock opportunities, and build lasting success in China.
Our team is your solution
We bring together over five years of combined experience working with the Chinese market.
Co-founder & Director of Communications
Xiaolong Lin
Xiaolong is currently based in Stockholm, pursuing a double degree in Sustainable Energy technology at KTH and TU/e. With 3+ years as a Communication Officer Assistant for the Danish Ministry of Foreign Affairs – Invest in Denmark, he has built strong expertise in cross-border communication, investment promotion, and Sino-Nordic stakeholder engagement.
Co-founder & Business Development Lead
Cindy Deng
Based in Copenhagen, Cindy is a recent graduate in MSc in Public Management and Social Development from CBS and UCAS. Her professional experience from both A.P. Moeller – Maersk and the Danish Ministry of Foreign Affairs – Invest in Denmark and Innovation Center in Shanghai, she brings a strong analytical mindset and deep cross-cultural insight. Her work bridges public-private collaboration, regulatory analysis, and strategic communication.
“As a young and dynamic team, we mirror the pace of the Chinese market—agile, adaptive, and fast-moving. With deep local insight and a collaborative mindset, we act quickly and deliver visible results that grow with your ambition.”
Cindy Deng
Cultural Fluency
There is no copy-paste solution when it comes to China. What works elsewhere doesn’t always translate — literally or culturally. The Chinese market is shaped by its own platforms, pace, and preferences. That’s why working with a partner who truly understands the local dynamics makes all the difference.
China-Speed Execution
The Chinese market doesn’t wait — and neither do we. From strategy to activation, we deliver with the pace and precision needed to stay ahead in one of the world’s most competitive environments.
Next-Gen Agility
As a young, globally-minded team, we adapt quickly, think boldly, and act decisively. Our agility enables us to move with the market and build solutions that evolve with your business.
Curious to explore your opportunities in China? Let’s grab a coffee – no strings attached.