Finding & attracting Chinese audiences

In 2017 we started off as The Art Connector. Since July 2018 we formed our company The China Connector, focussing on China related projects only.

The China Connector helps art & culture institutions:

  1. finding new markets in China
  2. attracting Chinese audiences
  3. creating educational projects

This we do by creating China-focussed strategies, digital marketing approaches, new business solutions or managing your project. We work in a professional way, using innovative and fact based methods. We allocate our vast network on several levels in both countries to achieve the ultimate approach and solutions for you. We are very aware of the cultural differences between both our countries and we always take these into account while working on an assignment for you.

Reaching out to your art & culture target group in China. We use our extensive network that has been growing since 1990 and we benefit from the developments in China. We bring you tailormade solutions enabling our customers to develop their business.

As outbound Chinese tourism is rising we are working for destinations in the Netherlands to attract more FIT travellers. Free Independent Travellers are interested in a deep understanding of the local culture and experiencing an unique visit. We help to realise that with new Chinese technical solutions like mobile payments and social media.

Strategic Advice

Doing business with China is challenging. We can support you in creating future proof strategies for your art project or brand.

  • China creative strategy
  • Brand strategy
  • Digital strategy
  • Workshops

Digital Marketing

We can help you to interact with your Chinese audience or with any other question related to ‘China’ and ‘digital’.

  • Online marketing
  • Branding and design
  • E-commerce
  • Cross-border payments (Alipay & WeChat Pay)

Business Development

Thanks to our years of experience in China we can provide you with the tools to succeed in your China Business Development.

  • Creative concepts and development
  • Target audience analysis
  • Feasibility studies
  • Market research



Project Management

Intercultural project are never easy. Not only in creating satisfying results, but also in the implementation. Let us guide you.

  • Chinese (business) culture approach
  • Project planning and implementation
  • Local laws and customs regulations
  • Project control: local presence and network


In 2017, we started our company in Amsterdam. We, Monique Knapen and Jessy van de Klundert are the founders of the China Connector, a solution driven consultancy firm. Our mission is to work on intercultural projects with a strong focus on China.

jessy van de klundert

working on cultural entrepreneurship in a changing world

Jessy van de Klundert studied Business Administration & Logistics and Art History in Amsterdam. Having worked at various positions in the Dutch museum world (Rijksmuseum & Van Gogh Museum), she set up the international advisory activity ‘Van Gogh Museum Professional Services’. In addition to her affinity with the business side of the art and culture world, she has also been involved in a number of startups outside the museum world.

monique knapen

Creating together cultural exchange

Monique Knapen studied Social History in Rotterdam, including a minor in Sinology at Leiden University and a year at the University of Beijing. She lived and worked in China for 6 years. Monique is an expert in international cultural relations, especially in the arts and culture sector between the Netherlands and China. From 2011 until 2017 she worked as Program Director China at DutchCulture, a position that gave her the unique position to lobby for art and culture with the Far East.

Giovanni Bottacini

Breaking out of cultural boundaries

Giovanni Bottacini obtained an MA in China Studies and one in World Contemporary Art Studies at Leiden University. He is a sinologist who lived in China several times and an independent researcher working in the field of contemporary global culture. He is also one of the founding members of the Think Twice research collective. His research interest focuses mostly on the transculturation of humanities academia. He currently is the assistant editor of the Arte Fuse contemporary art blog and previously interned at contemporary culture-related institutions such as the Prince Claus Fund and art galleries working with Chinese art, such as SinArts Gallery.


All the news there is to tell about The China Connector. If you like to be updated about our activities, please follow our Facebook and Instagram account.

The China Connector at ‘KUNSTUUR’

17 December 2018

Thanks to our in-depth know how about the Chinese FIT we were asked by the Dutch tv-program Kunstuur to participate in their series Kunstuur in het centrum van de kunstwereld: China (Kunstuur in the centre of the art world: China). If you interested to watch this program and to see our modest contribution please view […]

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Chinese visitors to your museum?

2 June 2018

On June 19, 2018 The Art Connector organizes the event ‘Chinese visitors to your museum?’ at the Mauritshuis in The Hague. This event is for museum professionals and interested people in changes within Chinese tourism. The goal of this event is to inspire how one can benefit from the growing group of individual travelers from […]

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Art & Culture Trade Mission to China (January 2018)

3 January 2018

Monique Knapen (co-founder of The Art Connector) went from 21-31 January on a art & culture trade mission to China. She visited various cities (Beijing – Shenzhen – Shanghai) to represent business cases for our clients. Amongst which: Light Art Collection (ALF),  Hogeschool van Amsterdam (HvA), City of Enschede and the Van Gogh Museum.  Besides the […]

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Interested to grow your business with a Chinese audience? Please feel free to contact us should you have any questions.