SE Pathway's Story | Practical. Diverse. Globally Connected.
—— Bridging Businesses Between Europe & Asia
Our Story
SE Pathway was founded by Magnus Östlund and Jocelyn Xu to help European brands enter and grow in China — with clarity, confidence, and local insight.
Magnus, founder of the Nordic machinery brand Swekip, has nearly 20 years of experience in China-Europe trade, specializing in supply chains, channels, and brand building. Jocelyn is a commercial advisor for the No.1 TikTok MCN in the Nordics, fluent in Mandarin, English, Swedish, and German, with deep expertise in cross-cultural strategy and digital marketing.
Their journey began with a successful project helping a Chinese brand expand into Sweden, securing 10+ distributors and generating millions in sales. That experience revealed a shared mission: to help European companies navigate China’s fast-moving market with the right partners and strategies.
SE Pathway offers:
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Business matchmaking & partner sourcing
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Brand localization & cultural strategy
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Cross-border marketing (TikTok, RED, WeChat)
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Market entry support & on-the-ground guidance
Let your brand shine in China — with a team that truly speaks both sides.
Magnus Östlund & Jocelyn Xu
Founders, SE Pathway
Meet Our Team
—— Diverse roots, one shared vision
We speak different languages, come from different countries, but work toward the same goal: connecting cultures, bridging markets, and helping your brand go global — the right way.
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Our Clients
