Inspiring Conversations with Yukun Bi of Helios Worldwide

Today we’d like to introduce you to Yukun Bi.

Hi Yukun , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I got my start in advertising when I was 21, as an intern at an independent loyalty marketing firm in Canada. I didn’t grow up dreaming of being in marketing, but something clicked during that internship—there was this perfect mix of strategy, storytelling, and psychology that I fell in love with. From there, I spent seven years working as a key contributor on a major financial services account before taking a sabbatical to travel through Asia.

That trip ended up changing everything. I reconnected with old colleagues and was drawn into the rapidly evolving ad world in China. Even though I’m ethnically Chinese, I hadn’t grown up there, so stepping into that market felt unfamiliar at first. But it was also full of energy and possibility. I worked for Publicis and later WPP, eventually joining Hylink in 2013, where I spent over a decade leading integrated campaigns across automotive, CPG, fashion, and beauty.

One of my proudest moments came in 2014, when I led a team that brought on a global luxury beauty brand—the first time a local Chinese agency had secured that kind of client over global incumbents. That win unlocked massive growth, and I eventually led a 200+ person team across Greater China.

In 2016, I co-started our international business and moved to Los Angeles to launch what has since evolved into Helios Worldwide, a brand consultancy built for the next generation of consumers and brands.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not smooth—and I’m grateful for that. I’ve experienced burnout, hit plateaus, and doubted my path more than once. When I first started working in China, I wasn’t sure if I belonged. I didn’t speak Mandarin fluently at the time, and I wasn’t familiar with the local culture in a business context. I had to learn fast, adapt constantly, and earn trust from scratch.

Later, moving to the U.S. to launch an international agency without a roadmap or financial safety net was equally challenging. It took everything—energy, belief, creativity, and grit. I think the biggest thing I’ve learned is that growth rarely happens in comfort. You don’t get breakthroughs every day, but if you keep showing up and doing the hard work, they come.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Helios Worldwide is a brand consultancy built for the world as it is today—not the world advertising was built for. We specialize in consumer ecosystem investing—a model that goes beyond traditional marketing to consider every aspect of the consumer experience, from digital content to logistics to tech platforms. If it touches the consumer, it’s marketing—and we help brands bring all those pieces together into something coherent, measurable, and deeply human.

Our teams work across brand, media, PR, and technology in cities like Los Angeles, Shanghai, Bogotá, Singapore, and Barcelona. We’re known for blending strategic insight with cultural fluency—especially in industries where transformation is overdue: beauty, fashion, luxury, wellness, and travel.

What sets us apart is our ability to move fast and think long-term. We don’t just execute campaigns; we help brands future-proof themselves. I’m especially proud of our work with brands that took risks with us early on—who trusted us when we were still building the runway as we took off.

Alright, so to wrap up, is there anything else you’d like to share with us?
I think a lot of people assume leadership is about always having the answers. For me, it’s about asking better questions—and creating an environment where people feel safe to bring bold ideas, challenge the status quo, and grow into their potential.

Also, I run five miles a day, every day—even when I’m sick or traveling. It’s not about fitness. It’s about building the mindset. That daily discipline helps me solve problems, center myself, and lead with clarity. Leadership isn’t a title—it’s how you show up, especially when no one’s watching.

What I want readers to take away is this: You don’t have to follow a straight path to build something extraordinary. You just have to start, stay curious, and keep going—even when it’s hard.

Contact Info:

• Website: https://heliosww.com/
• LinkedIn: https://linkedin.com/in/yukun-yuki-bi-08638153