Taowen Xue

Managing Director, Catalonia Trade and Investment Shanghai Office


Ms. Taowen Xue is the Managing Director of Catalonia Trade & Investment office in Shanghai. She joined in the office in 2013 and has since then responsible for the government agency’s three lines of business, Trade, Investment and Innovation, between China and Catalonia.


Ms. Xue’s main focus has been advising western clients’ business in China market as well as providing support to Chinese outbound investors in either greenfield projects or M&A mainly in Catalonia/Spain. She has led the team to achieve projects such as Shanghai-Barcelona direct flight negotiations, finding the key co-organizers to support Alibaba’s first seminar in Spain to attract local brands, trade missions of a variety of sectors from Spain to China from ICT to tourism, from consumer products to bio-tech. Ms. Taowen Xue lectures often in Spain/China to advise local clients and Chinese. Communication between the east and the west and making an impact on institutional and business levels are mostly her daily activities.


Prior to taking the public sector responsibilities, Ms. Taowen Xue worked in MNCs such as KPMG, Nielsen, and Kohler. She has obtained a bachelor’s degree in marketing from the Shanghai University of International Business and Economics and an MBA from IE Business School in Madrid