Thanks to over 10 years of building reciprocal business growth relationships in China, phil&teds took the opportunity to export some of ‘New Zealand into China by supporting the Royal New Zealand Ballet’s tour’. At first glance it may seem an unusual sponsorship choice, but phil&teds is well known for a ‘business as un-usual’ mantra, and decisions such as this are never without sound motive. “There’s so much to this,” says chief cook & bottle washer, Campbell Gower. “We’ve long bridled at the perception that China is an unsophisticated ‘factory for the world’. It’s a country with a tremendous cultural history, and a currency of high performance business."
“At phil&teds we’ve built a high performance culture benchmarked daily against tough international competition. You gotta be the best! And we like to think that mirrors Royal New Zealand Ballet. So we want to celebrate the innovation, performance culture and abundant creativity of the Company, and it’s truly thrilling to see that reflected in Chinese media,” says Gower.
Royal NZ Ballet senior dancer, Qi Huan outside the Shanghai Oriental Arts Centre, China