Jidi Guo

Jidi Guo is a multifaceted professional based in Shanghai, China. She is a Managing Partner at Inner Chapter, an ideas studio that focuses on brand strategy, cultural insights, and innovation.5 Guo is also an independent filmmaker who has directed documentaries exploring social issues in China.12

Born in Jilin province, Northeast China, Guo immigrated to the Netherlands at the age of 4. She later moved to Shanghai about a decade ago to reconnect with her cultural roots and pursue new opportunities.1 With dual degrees in new media and communications, Guo developed an interest in documentaries during her college years.1

As a filmmaker, Guo has directed two notable documentaries:

1. "Brain Fog" (2022): This film explores mental health in China by following the daily lives of three young women with mental disorders.12
2. "Behind the Belt" (2017): Her debut documentary project.6

Guo's approach to filmmaking emphasizes authenticity and raw storytelling, often tackling taboo subjects in Chinese society.12 In addition to her work in film and brand strategy, Guo has been invited to speak at conferences such as TBD 'Espérance' on topics related to technology, data, and behavior.4

At Inner Chapter, Guo works with clients like Nike Inc. and Estée Lauder, applying her expertise in cultural insights and brand strategy.5 The company recently merged with its sister brand, Episode, expanding its presence in both China and the United States.3