Shein founder Xu Yangtian made a rare public appearance, reaffirming the company’s deep Chinese roots and unveiling major investment plans in Guangdong.
Speaking in Guangzhou, Xu announced a 10 billion yuan ($1.45 billion) commitment to build a high-tech fashion hub in the province.
He praised Guangdong’s “world-class business environment,” crediting the region’s manufacturing ecosystem for Shein’s rapid global expansion.
Guangdong’s garment factories remain central to Shein’s fast-fashion model, enabling quick production cycles and low-cost online retail.
Xu pledged to enhance digital services and modernize supply chains, reinforcing Shein’s commitment to a world-class fashion cluster.
The appearance comes after Shein shifted headquarters to Singapore and explored potential listings in New York and London.
The company faces mounting scrutiny abroad, including U.S. trade policy shifts and European investigations into digital compliance and product standards.
Despite geopolitical tensions and sustainability concerns, Xu said Shein will remain firmly anchored in Guangdong as it expands across 160 global markets.
