Bart Horsten is a China entrepreneur and consultant since 1998, focusing on start-up and early development projects in and with China. As a managing director at Horsten International, he is one of the most experienced and broadly skilled China consultants in the Benelux, contributing his China expertise and extensive network to many European companies entering the Chinese market. Since 2016 Horsten also offers China online marketing services through MyChinaWeb, specialized in the guidance of European companies launching their products on the Chinese market via e-commerce or becoming active on social media in China. In 2021 Horsten set up a Belgian F&B store on Tmall Global, Alibaba’s cross-border e-commerce platform, selling food and beverages from Belgium.