Meet the team

Founder | CEO

With over 8 years of marketing and management experience, Sing Shu brings a unique mix of creativity and strategic insight. As the founder of CHI.art, she launched the ChiRi Photography Festival and ChiRi Photography Awards in collaboration with top art institutions and museums across China, seamlessly integrating technology and art to inspire youth engagement in photography.

Previously, as CMO at a leading New retail brand in Asia, Sing led the brand's development from the ground up. She managed all facets of brand positioning, strategic planning, and updates across marketing, visual identity, and product systems. Her work encompassed product launches, pop-up experiences, and the successful acquisition of essential funding during the pandemic, which collectively drove brand growth and strengthened consumer engagement.

With her deep understanding of female groups and a particular focus on women holding dependent visas in the U.S., Sing is dedicated to creating impactful organizations that generate meaningful social change.

Co-Founder | CFO

With over six years of expertise in financial leadership at one of China’s top publicly listed companies, I bring a wealth of experience in financial planning, corporate strategy, and board-level decision-making. My advanced financial management skills include conducting internal audits, analyzing financial data, and performing competitor benchmarking to ensure transparency and drive organizational performance. Having extensive boardroom experience, I have drafted impactful financial proposals, risk management reports, and strategic recommendations that have influenced corporate governance at the highest levels. I hold professional certifications as an ACCA (the Association of Chartered Certified Accountant), CIA (Certified Internal Auditor), and SCA (Securities Qualification), demonstrating my commitment to excellence and expertise in the financial field.

Co-Founder | Secretary

Ph.D. in Counselor Education (CACREP-accredited)
Licensed Professional Counselor-Associate (under supervision of Susie Marquez, LPC-S)

Xinyue Lei is a dedicated counselor and researcher whose work focuses on the career adjustment processes of spouses of Chinese international graduate students. Currently, she holds a Ph.D. in Counselor Education at Texas Tech University, where her program emphasizes preparing students for roles as faculty, administrators, researchers, and supervisors in counseling and education settings. She holds a B.S. in Psychology and an M.S. in Counseling Psychology.

In her clinical practice, Xinyue provides individual and group counseling for diverse student populations and supervises master 's-level practicum students. Her research involvement at Texas Tech includes literature reviews, data analysis, program evaluations, and accreditation reporting. She is also a committed presenter, sharing insights on mentorship, intersectionality, sexual wellness, and ethical considerations in counseling at national and state-level conferences​

Texas Tech University Departments

CACREP

Marketing Strategist | Cross-Cultural Communication Expert

Nicole Lu is an accomplished marketing strategist and cross-cultural communication expert with over a decade of international experience across Europe and North America. Holding dual European degrees, she has led content innovation at Italy’s leading Sino-Italian bilingual radio station, managing multinational teams to deliver over seven million translated words. As a certified diplomatic interpreter, she played a pivotal role in high-profile Sino-Italian governmental initiatives, including the Joint Police Patrol Initiative, and provided top-tier simultaneous interpretation at major global events such as Milan Fashion Week and Salone del Mobile.

Nicole leverages her extensive cross-cultural expertise to develop impactful brand narratives and execute strategic marketing initiatives that drive sustainable growth. With over 15,000 hours of cross-cultural mediation experience, she excels at bridging global insights with localized strategies to amplify organizational influence. Her diverse professional background—spanning the arts, entrepreneurship, and healthcare—demonstrates her exceptional adaptability and interdisciplinary acumen, making her a dynamic leader in international marketing and strategic communications.