Ardi Bouwers has the unique combination of in-depth knowledge about China - acquired during her studies in Leiden and over more than four decades of visiting the country - and a broad experience in strategic advice, intercultural communication, journalism and broadcast management.

She gives keynote speeches to government officials, business executives and institutions of higher education in the Netherlands and China on politics, media and society of China in the 21st Century. In China, she mostly teaches on international journalism, intercultural communication and management.

Ardi is also an experienced interviewer and enthusiastic moderator of discussions.


The China Challenge, impact of the politicised business environment on Dutch companies in China:
Commissioned by the LeidenAsiaCentre, China Circle and Krijger & Partners conducted a joint study focused on the influence of the highly politicized Chinese climate of doing business in and with China for Dutch companies. Download this July 2020 report at

Storytelling for Business:
How to tell the story of your product & service to your Chinese counterpart & audience. Storytelling techniques help to convey your core message across cultures in your own style.

Hospitality for Chinese guests: 
Effective intercultural communication and understanding some aspects of Chinese culture is key to think from your guest's perspective and adapt your approach.

Effective Negotiating Across Cultures & Effective Intercultural Leadership
Increase your effectiveness in communication, negotiation and building trust.

Chinese Identity and History
When dealing with China, it is of great help when you understand the way China sees its own history and its place in the world. Take a look in the Chinese mirror, from 'the century of humiliation' to Xi Jinping's 'great rejuvenation of the Chinese nation'.

Scenarios for China in 2049
China is known for its long-term perspective. Let's build some scenarios for when the People's Republic of China turns 100. This approach gives many insights in issues in present-day China.


“For a lot of Westerners, Asia is unknown territory. The keynote was tremendously insightful and presented by someone who seemed to have unlimited knowledge about the subject.”

“I really appreciated the consideration of a Chinese perspective, the lecturer's depth of knowledge and ability to communicate in a clear way.”

"The keynote was really fascinating even for someone who knew very little about China before.”

"I think Ms. Bouwers did a fantastic job of transitioning to online presenting”
(switching from face tot face to Zoom sessions during the Covid-19 crisis)

We zijn nog aan het nagenieten van je presentatie. We hebben enorm veel positieve reacties ontvangen.” Marlies Steinebach, Director International Business, RAI Amsterdam

You can also book Ardi Bouwers as a keynote speaker or discussion moderator via the international speakers bureau Athenas.

Rates for keynotes and business lunches depend on length and whether the content is off-the-shelf, adapted or originally produced.

Contact us for more information: or call+316-2323 4404


NEW: Is your company or organisation prepared for the Chinese Century? An inspiring business lunch in cooperation with Krijger & Partners. More information here.