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Belinda Wong is the former Chairwoman and Chief Executive Officer of Starbucks China. Under her visionary leadership, Starbucks became one of the most beloved brands in China, achieving remarkable growth, strong brand equity, and a distinctive partner (employee) culture. The company also played a pioneering role in shaping China’s specialty coffee culture, introducing premium coffee experiences and elevating consumer appreciation for high-quality coffee.
Under her stewardship, Starbucks China expanded more than fifteenfold, reaching over 7,500 company-owned stores across 1,000 cities, making it the company’s largest international market. She led the charge in digital transformation, creating an omni-channel business model that now generates half of the company’s sales and building a loyalty program with nearly 150 million members. She also laid the foundation for long-term growth by launching the Yunnan Farmer Support Center, the Starbucks China Coffee Innovation Park—home to the company’s most energy-efficient coffee roasting facility outside the U.S.—and the Starbucks China Innovation and Technology Center, accelerating digitalization across the business.
Beyond business expansion, Belinda spearheaded groundbreaking partner benefits that set new industry standards, fostering an engaged and committed workforce of 60,000. She institutionalized Starbucks commitment to social impact by establishing the Beijing Starbucks Foundation, uplifting underprivileged communities, and championing sustainability through the expansion of Greener Stores across China.
Now, at another inflection point in her journey, Belinda is embracing a new chapter—one defined not by career milestones but by purpose and lasting impact. She is committed to leveraging her experience, influence, and leadership to make a meaningful and enduring difference in the world.
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