The founder of global fast-fashion giant Shein stepped into the public spotlight on Tuesday in a rare appearance, using the moment to reaffirm the company’s deep roots in China and its continued investment in the country’s garment industry.
Speaking at a business development conference in Guangdong, a southern Chinese province known as the heart of the nation’s clothing manufacturing sector, Xu Yangtian announced that Shein is committing 10bn yuan (£1.08bn; $1.45bn) to the region. The funding will be used to build a technology-driven fashion hub designed to modernise and strengthen local supply chains.
Xu, who is also widely known as Sky or Chris Xu, praised Chinese authorities during his remarks, saying the support and “nourishment” provided by Guangdong had been inseparable from Shein’s rise into a global powerhouse. He credited the region’s business-friendly policies and manufacturing depth as key drivers of the company’s success.
The appearance comes after years in which Shein appeared to distance itself from China. The company moved its headquarters to Singapore and has been pursuing plans for a stock market listing in New York and London, fuelling speculation that it was attempting to reposition itself as less China-centric.
Xu delivered his speech at the High-quality Development Conference in Guangzhou, a manufacturing hub where many of the factories that underpin Shein’s business are based. These factories allow the retailer to rapidly turn emerging fashion trends into low-cost clothing that can be sold online and shipped worldwide within weeks.
He told the audience that Guangdong’s “world-class business environment” and its “complete industrial ecosystem” have enabled companies like Shein to grow at extraordinary speed. According to Xu, the company now supports more than 600,000 jobs in the region alone.
Calling Guangdong “fertile ground” for future growth, Xu said Shein plans to expand digital services across the province and further improve factory efficiency. The 10bn yuan investment, first announced in 2023, is aimed at upgrading logistics, technology, and supply-chain coordination throughout the region.
“Shein will remain firmly rooted in Guangdong and work to build a world-class fashion industry cluster,” Xu said during the address.
The remarks were delivered to provincial officials and senior executives from other firms and were live-streamed online. Clips quickly circulated on Chinese social media platforms and were widely reported by state and local media outlets.
Xu’s speech marked an unusual moment of visibility for the Shein founder, who has largely avoided public attention despite overseeing the company’s expansion into more than 160 countries.
In recent years, Shein has faced mounting pressure as geopolitical tensions between China and Western governments have intensified scrutiny of Chinese-linked firms. Exporters across Asia have also been affected by trade policies introduced by US President Donald Trump, including the removal of a tax exemption for low-value parcels — a change that directly impacted Shein’s shipping model.
Beyond trade issues, the company has come under criticism for the environmental footprint of fast fashion and concerns over labour practices within its supply chain. Shein is also currently under investigation by the European Union for potential breaches of digital regulations.
Among the allegations examined by EU authorities was the sale of childlike sex dolls on Shein’s platform. The company said it had removed the listings, banned the sellers involved, and tightened its platform rules. The controversy triggered backlash across Europe, particularly in Paris, where protesters demonstrated against the opening of Shein’s first retail concession in France.
Despite these challenges, Xu’s appearance and comments signalled a clear message: even as Shein expands globally, the company sees its future as closely tied to the Chinese manufacturing ecosystem that helped build it.
