Shein’s Elusive Boss Hails Chinese Roots in Rare Public Appearance

Published: 25 February 2026 . The English Chronicle Desk. The English Chronicle Online

The mysterious founder of global fast‑fashion giant Shein made a rare public appearance this week, using the moment to reaffirm the company’s ties to China and to praise local government support that many analysts see as key to its rise. Xu Yangtian — also known as Chris Xu — has long kept a low profile, with few public photographs or speeches available even as Shein has grown into one of the world’s largest online retailers. On Tuesday, however, he spoke at a provincial development event in Guangdong, highlighting how the company’s origins in southern China remain central to its business and future plans.

Xu told officials and business leaders that Guangdong — home to tens of thousands of Shein’s partner manufacturers and the backbone of its highly responsive supply chain — was where the company’s journey began. He pledged to invest more than 10 billion yuan (about £1 billion) in local supply chains over the next three years to help build a more advanced “smart” fashion industry hub capable of competing on the global stage. Guangdong’s industrial ecosystem, Xu said, had provided essential support and infrastructure that helped Shein scale rapidly from a niche startup to a global powerhouse.

His unusually visible presence and remarks mark a departure from recent corporate strategy, during which Shein emphasised its status as a global brand with legal headquarters in Singapore — a move meant to appeal to Western investors and avoid geopolitical sensitivity around Chinese identity. Analysts say Xu’s embrace of the company’s Chinese roots is strategic, reflecting both renewed focus on China’s domestic market and a desire to strengthen ties with Beijing amid ongoing global regulatory challenges.

Shein has faced scrutiny from regulators in the United States and European Union in recent years, including concerns about supply chain practices, labour conditions and compliance with digital and trade laws. The firm’s attempts to pursue a public offering outside China — first in New York and then London — have encountered obstacles, partly because regulators require clear disclosure of risks associated with the company’s global operations. Experts say reaffirming local support in China could ease some political and regulatory friction as Shein continues to expand globally.

Xu underscored that despite the company’s international footprint — which reaches more than 160 countries — the fast‑fashion giant remains “firmly rooted” in Guangdong. He credited sustained support from provincial and local officials for the manufacturing infrastructure, logistics networks and business environment that have enabled Shein’s rapid “test‑and‑reorder” supply chain model. The investment pledge aims to deepen those ties and build a world‑class fashion industry cluster that supports smaller manufacturers and modern industrial development.

For observers, the speech signals a recalibration of Shein’s narrative amid intensifying geopolitical tensions and growing scrutiny of Chinese tech and retail firms. Xu’s rare appearance and public praise for China’s role in Shein’s success are likely to resonate with domestic policymakers, even as they raise fresh questions about how multinational companies balance national identity with global ambition.

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