About Us | Hua & Hua

Company Profile

Hua & Hua is a distinctive strategic marketing and branding consultancy in China: strategy consultancy + product development company + advertising agency. Guided by the H&H Method that everything is one thing, we provide full-year, all-round services in corporate strategy, brand strategy, brand design, product development, packaging, advertising creativity and brand asset management.

The H&H Method is a system of business philosophy, corporate strategy and marketing communication that helps enterprises avoid detours. Through Super Sign Theory and an integrated solution spanning strategy, marketing and branding—where everything is one thing—we work with sincerity and thoroughness to help clients become enduring industry leaders.

Super Sign Is Super Creativity, and Hua & Hua is the birthplace of Super Sign brand theory. Since 2002, we have created brand-marketing cases across the Chinese market for well-known names including Xibei, PUTIEN, Haidilao, Daimei Hotpot, Wallace, Lao Niang Jiu, Fengmao BBQ, NDO Sushi, Juewei Duck Neck, MIXUE, Lucky Cup, Xianfeng Fruit, ChaCha, Panpan, Yurun, Ligao, Rushui Nuts, Six Walnuts, Eastroc, Dayao Soda, Fresh Beer 30 km, Jiangxiaobai, Huangjinjiu, Chubang, Kuaishou Xiaochu, Seven Cats, New Oriental, Dook Media, Dedao, M&G, Aihao, Sanjing, Sunflower Pharmaceutical, Yibai, ZSM, Tianqi Toothpaste, Anerle, Haodf, YAYA, KK Youth, Zulijian, Renben, Hanting, GANI, MLILY, SKG, Hauswirt, Tmall AutoCare, Qi-Anxin and Newtrend Media.

Representative Hua & Hua Integrated Strategy, Marketing and Branding Cases

I Love You You Love Me, MIXUE Ice Cream and Tea！ Haidilao, Happy Now！ Lucky Cup, Lucky You！ Oh My Gift, Oh My Giftlab!

Founders of Hua & Hua: Sam Hua and Nan Hua

Sam Hua

Chairman, Shanghai Hua & Hua Marketing Consultancy

Writer on Business, History and Philosophy

Born in Daozhen County, Guizhou, China, in 1971.

Graduated from Jilin University of Technology in 1992 with a bachelor's degree in engineering, specialising in internal-combustion engines.

Received an MBA from China Europe International Business School in 2014.

In 2002, Sam Hua and his younger brother Nan Hua founded Hua & Hua Marketing Consultancy, one of China's best-known brand-marketing consultancies.

In 2006, Sam and Nan Hua co-founded Dook Media, one of China's best-known private publishers. It listed on Shenzhen's ChiNext market in 2021 under stock code 301025.

In 2020, Hua & Hua and the Communication University of Zhejiang founded the Hua & Hua-CUZ Super Sign Institute to research and systematise Hua & Hua's marketing-communication methods and develop university textbooks. The first textbook, Super Sign Methods and Cases, was published in July 2022.

Hua & Hua has built a systematic framework of enterprise theory and marketing communication. Super Sign is our proprietary advertising and marketing-strategy methodology, and the H&H Method built around it has entered every level of Chinese enterprise. Super Sign Is Super Creativity, published in 2013, sold more than 200,000 copies in China; the brothers' portrait itself became a Super Sign. The theory was the first professional marketing-communication system developed in China and was published in the UK as Super Signs.

Sam Hua is also an expert in Chinese history and culture, a practitioner of Sun Tzu and Confucian thought, and a bestselling author. Sam Hua Explains The Art of War has sold more than one million copies and appeared in Korea, Thailand and the UK in four languages. He has published explanations of the Confucian Four Books—The Great Learning, The Analects, Mencius and Doctrine of the Mean—as well as Wang Yangming's Instructions for Practical Living. Beyond Confucian philosophy, he is writing and publishing the 36-volume Sam Hua Explains Zizhi Tongjian.

On Dedao, China's leading paid-knowledge app, Sam Hua offers three audio courses: 30 Lessons on The Art of War, 30 Lessons on Brand Marketing and 30 Lessons on Confucian Thought. They sold 150,000, 110,000 and 30,000 copies respectively and reach Chinese-speaking audiences worldwide.

Sales figures above were recorded in June 2022.

Nan Hua, Sam Hua's Younger Brother

Co-founder and Partner, Shanghai Hua & Hua Marketing Consultancy

Chairman and Partner, Dook Media

Co-producer of films including So Young and Old Boys

Renowned Chinese publisher and marketing creative

Nan Hua graduated from Sun Yat-sen University in 1997 and entered advertising in 1998, quickly establishing himself in creative work and co-founding a television-production company. In 2002 he left to establish Hua & Hua Advertising with Sam Hua in Guangzhou, moving the company to Shanghai in 2003. As Hua & Hua's creative lead, he created widely recognised campaigns including 'Shout Tianqi for the Photo' and 'Huangjinjiu for Your Elders'.

In 2006, Hua & Hua invested in Dook Media, focused on book planning and distribution. Nan Hua led operations, proposed 'sell books like toothpaste' and introduced the H&H Method throughout publishing. He repackaged the online novel The Last Temple as The Tibet Code—'an encyclopaedic novel about Tibet'—which sold more than three million copies and won the 2008-2009 China Outstanding Marketing Gold Award. Dook subsequently released a series of bestsellers whose average title sold 39 times the industry average, and ranked first in the cultural sector of Forbes China's SME list for five consecutive years from 2009 to 2013. Nan Hua also received China Outstanding Marketing Gold Awards in 2008 and 2009.

In publishing, Nan Hua was named China Publisher of the Year by China Publishers magazine in 2009 and 2016. He serves as Vice Chairman of the Shanghai Book and Periodical Distribution Association and received Shanghai's 2020 Top Ten Innovators in Cultural Enterprise award and national cultural-leadership honours in 2021. Dook Media listed in 2021 and rose nineteen-fold on its first day, the largest one-day gain for a Chinese A-share listing this century as of January 2023.

Our History

July 2002Hua & Hua was founded in Jianhe Centre, Tianhe District, Guangzhou, with five people.
December 2003On Christmas Eve, Hua & Hua moved to West Nanjing Road in Shanghai.
August 2006Hua & Hua invested in Dook Media and applied the H&H Method to publishing. Dook listed in 2021 under stock code 301025.
July 2007Hua & Hua moved into Greenland Hechuang Building.
May 2008Hua & Hua began advertising in China's three major in-flight magazines, followed by placements at Beijing, Shanghai Hongqiao, Shanghai Pudong and Shenzhen airports.
2009Four of China's ten largest television advertisers were Hua & Hua clients: Golden Partner, Huangjinjiu, Tianqi and Sanjing Blue Bottle.
2010Xiao Zheng became General Manager and a partner of Hua & Hua.
November 2013Super Sign Is Super Creativity was published, topping new-book charts on Dangdang, JD.com and Amazon and recommended by People's Daily as an introductory book in one of 30 fields.
2014Hua & Hua engaged Taiwan-based Open Quest to facilitate the 'Fission' conference and launch the partner system.
2014He Ji was promoted to partner.
2014Hua & Hua established and awarded the RMB 1 million Super Creativity Prize.
2015Hua & Hua engaged Shanghe Management Consulting and formally introduced the Toyota Production System.
2015Sam Hua Explains The Art of War was published, launching the Hua & Hua Library series.
2015Hua & Hua announced three overwhelming investments: employee incentives and profit sharing, including an annual RMB 1.11 million Creativity Award (raised to RMB 1.5 million in 2019 and RMB 1.75 million in 2022); nearly RMB 6 million in staff training from 2015 to 2016; and major advertising investment in in-flight magazines, airport-highway billboards and Shanghai Hongqiao Airport lightboxes.
January 2016H&H Business School was formally founded with Sam Hua as principal.
2016Chen Jun was promoted to partner.
April 2016Hua & Hua relocated to Shanghai Kailun Jiangnanchang Creative Park.
2017Song Yahui was promoted to partner.
2018Dedicated Hua & Hua Library counters opened in all seven bookstores at Shanghai Pudong Airport.
February 2018Hua & Hua moved to the 27th floor of Tower A, Global Harbor, Shanghai.
April 2019Hua & Hua's Super Sign brand course opened to the public.
2019Xu Yongzhi was promoted to partner.
December 2019The sixth Hua & Hua Million-Yuan Creativity Awards held its first public presentation.
January 2020Open Quest facilitated the 'Fission 2' conference to align a shared vision, deepen the long-term mechanism, improve employee-development policies and begin Hua & Hua's next decade.
June 2020Hua & Hua engaged Korn Ferry Hay Group to design career, compensation and performance systems.
July 2020The live course The H&H Method and Case History launched.
November 2020Hua & Hua and the Communication University of Zhejiang jointly founded the Super Sign Institute and began developing the textbook Super Sign Theory and Practice, published in August 2022.
March 2021The Hua & Hua-Weaver Knowledge Management project launched, creating a company-wide shared knowledge bank.
July 2021Hua & Hua held the Five-Year Brand Plan workshop and defined the business strategy for its third decade.
2022Yang Penghong was promoted to partner.
January 2022Hua & Hua launched its global brand network, with the Singapore office beginning overseas operations.
July 2022Hua & Hua moved from the 27th to the 31st and 32nd floors of Global Harbor and held a launch ceremony for a consultancy designed for RMB 1 billion in capacity.
July 2022The first Hua & Hua RMB 5 Million Five-Year Brand Management Awards distributed RMB 8.5 million to cases from client relationships lasting more than five years.
August 2022The Super Sign Art Studio was founded to apply Super Sign Theory to art, especially sculpture and installation.
September 2023Xibei and Hua & Hua celebrated ten years of collaboration.
September 2023Under Nan Hua's direction, the Super Sign Art Studio released its first work: a basket of 68 oat-noodle rolls carved from 27.4 kg of Hetian jade over 88 days and presented to Xibei at the tenth-anniversary celebration.
September 2023At the tenth anniversary of Xibei and Hua & Hua, Chairman Sam Hua stated that order-based consulting does not work and introduced Hua & Hua's subscription-based consulting model.
November 2023Hua & Hua's Houttuynia blue-and-white porcelain went on sale through H&H Business Studies on Douyin and WeChat.
December 2023At the tenth Hua & Hua Million-Yuan Creativity Awards, YAYA Down Jackets won first place, Xiduoduo second and Fish With You third.
December 2023At the tenth awards, Chairman Sam Hua introduced two Hua & Hua theory models—the Super Sign Philosophy Model and the Broadcast-and-Spread Model—as world-class theoretical contributions.
January 2024Dai Caixia was promoted to Deputy General Manager and Huang Huiting to partner.

Hua & Hua Consulting Services

Ten subscription-based consulting services integrating brand development and operations, with long-term support across strategic planning, brand marketing and implementation.

Super Sign and Brand Triangle

Assess the current brand through its verbal system, sign system and product portfolio. Apply the Hua & Hua Brand Triangle to positioning and top-level brand design—including Super Signs, brand proverbs, business theory, product science and corporate stories—to express core value and build brand assets.

Meta-Media Development and Total Media Transformation

Traditional marketing communication assumes media carries product information to people. Hua & Hua sees products and people themselves as media—meta-media. We build brands first on meta-media, transform every meta-medium and develop new systems so all materials become media, reducing communication cost and improving sales efficiency.

Continuous Improvement

Hua & Hua provides two forms of continuous improvement: direct action at the point of sale to identify and creatively solve small, immediate problems that increase sales or profit; and training and coaching that introduces Toyota Production System management to improve overall operating efficiency.

Annual Brand Communication Strategy and Creativity

Develop annual brand-communication strategy and creativity to trigger more purchases, including corporate almanac advertising, video concepts, communication strategy and management of annual brand activities.

Marketing Calendar

Plan and organise annual marketing-calendar themes. Hua & Hua restructures marketing and PR activities into recurring programmes that can be reused and inherited, reducing internal transaction costs and building brand assets.

Internal Roadshows and Marketing Coaching

Without execution, everything returns to zero. Beyond advising senior leaders, Hua & Hua trains employees, serves as a marketing coach, conducts national roadshows and market inspections, guides operations, trains franchisees, empowers stores and produces standard execution manuals.

Corporate Strategic Insight

Use the Hua & Hua Corporate Strategy Diamond for strategic planning and annual strategic-focus meetings, reimagining the business blueprint and driving implementation.

Product Portfolio and New Product Development

Apply the Hua & Hua Category Model to define each product's role and launch order and set annual marketing priorities. Based on reasons to buy, we develop new-product proposals that improve success rates; product development, packaging and advertising are completed as one integrated system.

Public Relations and Public-Interest Strategy

Use the Hua & Hua Value Wheel to plan PR and public-interest strategies that realise corporate-citizen value. Enterprises need social affinity as well as customer loyalty; their ultimate ethical purpose is to advance society and human development.

Corporate Culture Consulting

Hua & Hua sees an enterprise first as an organisation, and every organisation needs a shared culture. Strong culture is a powerful productive force that substantially reduces internal and external transaction costs.

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The Highly Efficient Creativity Production Plant

Hua & Hua moved into Global Harbor in 2018 and relocated from the 27th to the 31st and 32nd floors in 2022, launching a consultancy designed for RMB 1 billion in capacity. The office's staffing and facilities were planned around that target.

The 4,200-square-metre office spans floors 31 and 32. It includes 340 workstations, three large and seven smaller meeting rooms, a 300-person multifunction hall, livestream studio, two presentation rooms, exhibition hall, 60-person lounge, six massage chairs, gym and tea room.

Open Space Releases Creativity

The office is a Creativity Production Plant designed for big ideas. No one, including Chairman Sam Hua, has a private office. Compact open workstations are balanced by many large meeting rooms and generous shared spaces: no waste where compactness matters, and absolute comfort where people rest.

Toyota's 'big room' principle lets departments hear supplier feedback, client complaints and R&D progress across the organisation. To prevent departmental and hierarchical barriers, no executive has a private office. Open, equal workstations and rotating executive seats connect the organisation horizontally and vertically so everyone works on one thing without seams or ego.

Like the previous office, the new one follows the TPS idea of a seamless, egoless Creativity Production Plant.

In a plant that produces creativity, inspiration must be captured immediately, impromptu discussion cannot depend on meeting-room schedules, and TPS boards for mutual accountability must be visible. Handwritten glass boards cover walls and columns throughout the office as tools of the creative process.

No Redundancy, Only the Essence

Hua & Hua's Super Signs and Super Phrases share one quality: nothing redundant, only the essence. The office follows the same rule—no unnecessary forms or decoration, only a lean space for integrated work, deep focus and fewer wasted actions.

Super Sign Exhibition

Scan the QR code in the image below with your phone to view the exhibition.