Wed, 25 Feb 2026

Wed, 25 Feb 2026 Shein's elusive boss hails Chinese roots in rare public appearance

His speech follows years of the firm focusing away from China as it moved its headquarters to Singapore.

* Shein is investing 10 billion yuan (£1.08bn; $1.45bn) in Guangdong province to create a high-tech fashion hub.
* The investment will improve supply chains and make factories more efficient, with a focus on digital services.
* Xu praised the Chinese government and said that support from Guangdong has been "inseparable" from Shein's success.
* He credited the "world-class business environment" in Guangzhou for helping companies like Shein thrive, citing over 600,000 jobs supported by the firm in the area.
* Shein will "remain firmly rooted in Guangdong and build a world-class fashion industry cluster", Xu said.
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