Asiaworks is founded by Bo Li who is a well known New Zealand-based consultant on Chinese culture and business practice. Bo Li has a track record on initiating and leading many significant marketing projects, which include 2002 the first Chinese candidate political election campaign, the 2008 New Zealand General Election Asian Enrolment campaign, NZ Post lunar year stamp design and promotion started from 2009 the Year of the Ox through to the year of the Rat 2020, the Event Cinemas Asian marketing programme (since 2008), 2degrees Mobile Asian marketing, SKYCITY Asian market campaign, Spark Asian market campaign, BMW Asian media campaign, New Zealand Asia Pacific Film Festival campaign etc.

Asiaworks is the agency that offers one-stop-shop service to help New Zealand businesses maximise their Asian market share and raise awareness by overcoming the cultural and language barriers through its expertise in the communications and the experience of marketing practice. Asiaworks provides its clients with their Asian market solutions, marketing strategies, market research, Asian media planning, creative design, language translation and public relation services to ensure clients' business in the leading position in the Asian market.

Recent years, Asiaworks expends its business to TV and Film industry, it brought overseas TV/Film crews into New Zealand for filmmaking by offering employment working visa application assistance, NOL from New Zealand film industry and ground services.


  • Bo Li

    Bo started his advertising career while he was in Beijing, China; After came to New Zealand in 1996, he worked for a branding and graphic design company where he got his very first local working experience.

    Since then, Bo has been working on many projects and campaigns from creative to marketing strategy. He is dedicated to cross-culture communication that bridges the barriers between Eastern and Western culture.

    Recent years, he is actively working in the film industry, which includes running the annual New Zealand Asia Pacific Film Festival since 2013 and help overseas film crews work in New Zealand for filmmaking.

  • Leo Liu

    Leo started his advertising career in Beijing, China, created and produced advertisements for number of national leading brands.

    In New Zealand, he has accumulated substantial marketing and advertising experiences from both Ad agency position and the marketing manager position. These experience enables Leo to analyze from both client and agency side with more perspectives and always concentrate on operability, effectiveness and results.

    Currently Leo is working with number of New Zealand leading brands, including SKYCITY, 2degrees and G. J. Gardner.
    Leo holds Massey University MBA degree and International Advertising Association (IAA) diploma.

    Leo is in charge of a group of clients service and offers clients updated information and solutions.

  • Susan Sun

    Susan has years working experience on taxation, finance and accounting service in China, she gained her high profile qualification in finance area.

    In New Zealand, she started her career in RNZB Foundation and carried out an international education service business in 2002 to 2005.

    Since then she had many years of advertising agency working experience to look after client finance count and agency business daily finance operation.

    Currently Susan is working on Asian media relations role to take care of Asiaworks media suppliers and liaison with Asiaworks account managers on projects, payment process and integration campaign and projects especially on Asian media campaign.

Bo Li
Managing Director
Specialise in marketing and communications, art direction and online business.
Leo Liu
Account Director
Specialise in client service, story board for TVC, VO conduction and production.
Susan Sun
Business integration, finance and Asian media relations.