Why Crossroads Exists
Crossroads was born from lived experience, not theory.
I have built my life between Belgium and China, moving naturally between cultures, mindsets, and ways of
working.
That journey taught me something essential: real strength comes from courage and from the willingness to
remain open.
When I first arrived in Belgium, the cultural contrast felt overwhelming.
I found myself between two worlds, learning how people think, communicate, and build trust without having
to choose one side.
The crossroads, the meeting point of difference, became my greatest strength.
I have always had an instinct for recognising patterns and making sense of complexity.
This is how I bring clarity when situations feel tangled.
That ability became invaluable as I worked with European companies and their Chinese partners.
Again and again, I observed that misunderstandings do not arise from a lack of goodwill or competence.
They arise from different assumptions, unspoken expectations, and contrasting decision-making styles.
In 2022, I founded Crossroads to turn lived experience into meaningful impact.
Meaningful cooperation does not come from avoiding differences.
It begins when we meet them, right at the crossroads.
What We Stand For
Seeing the Big Picture
We recognise patterns, connections, and underlying dynamics. We help leaders see beyond immediate noise toward lasting direction.
Making Complexity Understandable
We listen carefully, observe deeply, and transform confusion into clear next steps. We simplify without oversimplifying.
Speed with Depth
We move efficiently and never shallowly. Insight, precision, and thorough understanding go hand in hand.
Courageous Honesty
We choose transparency, clarity, and humanity because trust begins with real conversation.
Innovation Through Inclusion
Progress thrives when different perspectives meet with open curiosity and mutual respect.
Built on Trust
We stand between cultures with integrity, discretion, and long-term vision.
Meet the People Behind Crossroads
Jing Sun
Founder and Principal Advisor
I founded Crossroads in 2022 to create space for nuanced, trust-based collaboration between Europe and China. My work is shaped by lived experience in both worlds and by an instinct for recognising patterns where others see complexity.
I excel at crafting strategies that align diverse mindsets, disciplines and cultural perspectives, transforming complexity into opportunity and collaboration into long-term value.
Jin Li
Senior Partner, China
For three decades, I have worked between East and West. I understand how easily cultural differences can lead to misunderstandings and how powerful collaboration becomes when those differences are handled with care.
I developed my own method to guide businesses through this complexity. Every step I take is deliberate and patient, with a focus on long-term success for both sides.
My mission is to create clarity, build trust, and make collaboration truly work.
Senior Partner, Belgium
With more than thirty years of experience in industrial machinery and international trade, I move effortlessly between cultures, markets, and business contexts. I combine strategic insight with commercial instinct to open new markets, drive sustainable growth, and strengthen organisations in their commercial capabilities.
I bring together people and companies that can create strategic value for each other. With sharp insight, a broad network, and natural empathy, I quickly make the right connections and build lasting partnerships.
I also combine analytical thinking with a human touch: I understand not only what organisations need, but also what motivates people. Fluent in Dutch, French, English, and German, I communicate commercial messages clearly, persuasively, and with cultural sensitivity.
I am convinced that success comes from connecting the right people and ideas.
Yi Li
Coordinator, China
I grew up between cultures. From the age of twelve, I studied in the United Kingdom, learning early how to adapt, think independently, and feel at ease in international environments. These experiences shaped my patience, self-motivation, and thorough approach to work.
Fluent in English and Chinese, and shaped by frequent international travel, I support communication between European and Chinese partners with cultural sensitivity and clarity. I structure information, follow through on details, and keep projects moving smoothly across time zones.
Digitally fluent and quick to adapt to new tools and changing contexts,
I help ensure that every collaboration remains connected, efficient, and well aligned.
Want to Know More?
Crossroads is not a large organisation. It is a small circle of people, chosen with care.
We work with a long-term perspective, building relationships meant to last beyond individual projects.
If you are curious about who we are and how we work, we would be glad to connect.