Check Out Taye Cuui’s Story

Today we’d like to introduce you to Taye Cuui.

Hi Taye, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My Journey: From Tech & Investment to Global Entertainment
Before entering the entertainment space, I built my career in technology and investment, focusing on cross-border business development. I served as an ambassador and investment advisor for Tianfu Xingqu, one of China’s largest telecom innovation cities. In that role, I was responsible for allocating funds to promising American and Chinese tech companies, helping drive innovation across markets. It gave me access to high-level decision-makers and equipped me with the strategic and financial acumen I still rely on today.
In 2017, my path took a pivotal turn when I was asked by WME to help secure sponsorships for major sports properties. I played a key role in two landmark deals:
• The Lakers sponsorships, and
• The Mayweather vs. McGregor fight sponsorship.
What made this especially unique is that I came in as an outsider, and yet I was able to close large-scale, high-stakes deals that had never been done through a third-party agency. My background in technology and investment helped me approach entertainment dealmaking with fresh perspective and precision. That experience sparked my passion for the entertainment world—especially music and film.
In 2020, I was invited by Chinese investors to produce a major documentary for CCTV-4, China’s largest national international broadcaster. The series, Nation of Memories, became the #1 documentary in the country. It was a special time—I had just gotten married and was pregnant with my first child. After the show aired, I stepped away from work for three years to focus on family.
I returned in 2023 when I joined the board of the Star Asian Film Festival, helping launch its inaugural edition. That marked my official re-entry into the industry.
In 2024, I launched Rebonné—but it’s more than just a company launch. Rebonné actually began as a cosmetic brush brand founded by my husband. When I stepped back into the business world, I decided to carry that name forward. I’m deeply grateful to my husband—not only for the company but for the meaning behind the name. Rebonné means “to be reborn,” and that’s exactly how I felt: reborn into a stronger, more purposeful version of myself—ready to thrive in entertainment.
With Rebonné, I created something that no one had done before: a one-stop gateway for Western artists to enter the Asian entertainment market—seamlessly combining artist management, concerts, branding, PR, and cultural navigation into one tailored experience.
My first project was bringing Chanté Moore to Singer 2024, one of China’s most-watched music shows, where she performed all the way to the finals. That success set off a wave of new opportunities.
In 2025, I brought both Charlie Puth and Grace Kinstler to Singer 2025, which now draws 200 million viewers per episode. Beyond the show, I also secured a major brand endorsement deal for Charlie in China—positioning him not just as a guest performer, but as a long-term cultural presence. The collaboration was part of a strategic rebranding tailored specifically for the Chinese market, allowing him to connect deeply with audiences and open new commercial opportunities in the region.
At Rebonné, we help global artists not only enter Asia—but truly thrive—with strategy, authenticity, and long-term cultural impact.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not at all—and yet, every twist in the journey has brought me closer to what truly matters.

After spending years in tech and investment, I entered the entertainment world as an outsider—navigating cultural divides, building trust, and learning to move between two very different business environments: East and West. I didn’t come up through traditional talent agencies, and I didn’t follow a scripted path. But what I brought was vision, integrity, and a deep understanding of how to build bridges where others saw barriers.

And at the same time, I was raising a family. I have **two young children**, and it was after my **second baby** that I reentered the world through **film and entertainment**. Rebuilding my career while nurturing a growing family was never easy—but it was meaningful. And I’ve never had to do it alone.

I’m **incredibly grateful for my husband**, who has supported me unconditionally—emotionally, practically, and financially. Because of the foundation we’ve built together, I’ve had the freedom to pursue creativity without the pressure of chasing budgets or compromising vision. We’re fortunate to come from a stable, well-resourced family, which allows me to **create from a place of joy, not survival**. I don’t take that lightly. It’s given me space to dream big—and turn those dreams into real, tangible projects.

We don’t pursue entertainment for flashy deals or to be part of something “cool.” It’s not about clout or the paycheck. It’s about the **purpose** behind each project. I choose work that speaks to **vision**, to **culture**, and to the **future I want my children to grow up in**—a future where East and West are more connected, more collaborative, and more compassionate.

In the next three to four years, my mission is to create something lasting—**a platform that empowers meaningful cultural exchange** through music, film, and storytelling. I want to help artists inspire, educate, and uplift. I want to shape narratives that matter. And I want my children to grow up knowing that their mom didn’t just build a business—she built a bridge.

Appreciate you sharing that. What else should we know about what you do?
What I’m most proud of is simply who I am—my identity, my roots, and how they’ve shaped my perspective. I’m Chinese-Korean, and I think that’s incredibly unique. I deeply understand both Chinese and Korean cultures, and after spending over a decade and a half in the U.S., I’ve developed a truly global mindset. Because of this multicultural background, I process the world differently. I see things through a broader lens, which helps me bridge East and West in a meaningful way.

I didn’t come from privilege—I come from a very normal family—but my mom was my biggest supporter. She made sure I had access to the best opportunities, even sending me to international school at a young age. She always told me, “You’re beautiful—but you have to be beautiful from the inside out.” That’s something that stuck with me. It taught me to lead with integrity, stay grounded, and always be true to myself.

In business—and in life—I come back to that foundation whenever challenges arise. I follow my heart and trust my vision. I believe that’s what sets me apart.

Another core part of me is what I call a “wealthy mindset.” Not just in terms of money, but emotionally—having the strength to stay present, be resilient, and push through obstacles with purpose. To build something lasting, to create a legacy, you need to lead from that place of inner abundance.

That mindset is embedded in how I run my company and why I’ve been able to build meaningful partnerships so quickly. I naturally gravitate toward people with a similar outlook—those who value integrity, vision, and cross-cultural connection. That’s where real collaboration happens.

At the end of the day, I see my role as a bridge—between cultures, markets, and people. That’s not just what I do. It’s who I am.

What matters most to you?
Honestly, what matters most to me is using what I love—music, culture, and creativity—to bring something good into the world. I’m still in the early stages of my company, but I’ve got a clear vision for the next few years. I want to use this platform to connect people, create real energy, and help the next generation find inspiration.

Whether it’s building better systems for artists or just helping people feel more joy through music, I want everything I do to feel real, meaningful, and lasting.

Contact Info:

• Website: https://www.rebonne.com
• Instagram: rebonne_global