The Future Imperative

By 2030, Asian consumers will make up 64% of the world’s middle class. With more disposable income, they will be looking for quality products from trusted global brands, tailored to their unique needs.


As a consumer goods brand trying to expand its footprint in the region these dynamic changes can seem daunting. From understanding the consumer landscape to evaluating competition, getting brand strategy right is critical.


That’s where we come in. TSI is one of the world’s few consumer goods brand consultancies sitting at the intersection of foresight, strategy, innovation, and creative development. We work with partners across research and development, marketing, and consumer insights. From our base in Shanghai, we help clients around the world make smarter brand and product decisions by combining our tools and services, excellent advisory, future-focused thinking, and tangible, actionable assets.

Read on to learn more about our history, our moth, and why we do what we do. 

The Silk Initiative was born out of the idea of bringing better foods
and brand services to people across the world.

The world is on the verge of having 10 billion people in the not-so-distant future. For companies in the consumer space, the question becomes how to produce enough to go around in a way that not only meets the needs of humanity but also makes commercial sense. 

The Silk Initiative was born out of the China-Australia Free Trade Agreement, with the purpose of helping Australian F&B brands navigate the complex Chinese market. Since that time, we've evolved to address an ever-growing web of needs from multinational and competitor brands around the world. Whether it's a family run business in Perth, a 110-year-old global confectionery company from Virginia, or one of the hottest alternative protein darlings, TSI works to help them all future-proof their businesses and bring goodness to the world. 


We are inspired by, and help inspire, businesses to achieve their commercial goals. At the same time, we understand we're working with people, not machines. Therefore we also want our client partners to reach their personal goals, too. 


That's why we've embraced the moth as not only our logo, but also representative of our mission: to support businesses and individuals to spread their wings. The metamorphosis of the silk moth, and the rich silk it produces, embodies the TSI belief that with a good amount of initiative nothing is impossible. Its origin in the Middle Kingdom represents our base in China. Silk's global appeal represents our impact on the global F&B industry. 


This purpose also frames the way we view our people, their expertise, and professional development. At the end of the day, we're not B2B or B2C, but I2I: individual to individual.