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Will Yuan from Beijing, China

Co-Founder & Director of Luxion Media

Being an entrepreneur was buried deep inside me

Startup grows from sports car club and China connections

Will Yuan combined a passion for sports cars and a social network of emerging influential consumers to co-found a marketing agency in 2016. His company, Luxion Media, already counts some of the world’s biggest brands as clients.

When he left UTS five years earlier, Will initially chose a more conventional career path, and took a job in the corporate world at Citibank in Sydney. “Being an entrepreneur was buried deep inside me,” he says.

Growing up in Beijing, the son of middle class parents, he decided to study overseas and chose Australia after a family friend’s daughter had studied in Sydney.

Will started at UTS Insearch in 2006. “It’s a very friendly environment. They teach you things gradually. They don’t fill you up with too much information too quickly,” he says.

When he moved into second year at UTS studying a Bachelor of Business, he took advantage of all the study support. Will was also very impressed by the 24-hour study space in UTS business building in Haymarket.

“It’s like a base. People meet there anytime. We go eat together and go back to study together, and then, if we have nowhere to go, we stick around and just chat and share information, It’s so amazing to have this place in the city,” he says.

Right after finishing his first degree in 2009, he started a Master of Professional Accounting.

With his Chinese language capability he was snapped up by Citibank as a foreign exchange transaction analyst, reconciling large corporate foreign exchange trades – often worth millions of dollars – between Hong Kong and London and New York.

After three years he moved into Citigold, a premier bank division, supporting all the salespeople and relationship managers in 11 branches across Australia.

Simultaneously, Will and two friends had established a sports car enthusiasts’ club called Zoomspeed. The club met every weekend to drive cars, take photos, post them on social media and grew to a membership of over 500.

Will decided to take these influential Chinese connections to another level. He left Citibank and with a co-founder set up a marketing agency Luxion Media. Brands they work with include Maserati, Ferrari, Rolls Royce, Bentley, McLaren, Showpo and Sydney Football Club.

Will advises other entrepreneurial students to get out of their comfort zone. “Don’t just stay in your studio, your apartment or your home-stay. Try to go out, socialise with people around you. Try to get more exposure to the local culture,” he says. “Don’t be shy, because they’ll accept your accents, they’ll accept everything, because this is a multicultural country.”

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