How did you identify that gap? What did you learn about the difference between how Chinese and Western brands communicate?

I think it's a it's a great question.

And, you know, in general, it also boils down to like the way that we're brought up and educated.

We talked earlier about my experience in school and Catholic school and what I learned there.

And as a child growing up in the States, before we started the podcast, you know, you and Todd, you and I were talking about books and reading and literature.

we're so taught from a very young age to be uh focusing on stories and how you tell stories and then when you move into school you're also taught about the power of extemporaneous speech and how to present yourself and how to communicate and show and tell in elementary school and expository speech when you get to high school and presentations in front of your class when you get to college and so as a Westerner going through the system, the power of presentation and putting yourself out there and speaking, you know, contemporaneously well in a persuasive way is something that's really baked in, right, to our educational system.

And then I think in China, for folks, it's actually seen very differently, right, where it's more like, you know, a lot of the kind of slick talkers are more seen as kind of hucksters or as people who are – perhaps a little bit, you know, as they say in Chinese, you'll need a little bit oily, you know, and there's a little bit of like a hucksterism and a bit more of a sense of salesmanship that in some ways is seen as not being very authentic and genuine in China.

So what drew you into the beauty tech and light therapy space? And how did your China background connect all with this new direction?