The Sinica Podcast is the premier English-language podcast on current affairs in China.
Launched in Beijing in 2010 by long-time Beijing residents Kaiser Kuo and Jeremy Goldkorn, the show covers a range of topics including China’s elite politics, foreign relations, technology, business, economics, and culture.
In 2016, Sinica joined SupChina, and now produces the show from the United States. The show offers an opportunity to unpack complex issues on China, giving guests the space to lay out context and introduce nuance too often lost in short articles or media appearances. Guests have included a long list of notable diplomats, academics, journalists, activists, writers, and businesspeople.
Among some of the show's prominent guests are:
Charlene Barshefsky, who negotiated China's entry to the WTO during the ClintonAdministration
Chas W. Freeman, Jr., who served as Richard Nixon's translator during the historic opening to China and went on to have an illustrious diplomatic career
Danny Russel and Kurt Campbell, who both served as Assistant Secretary of State for East Asia-Pacific in the Obama Administration
Susan Thornton, who recently stepped down as Acting Assistant Secretary of State for East Asia-Pacific Affairs in the Trump Administration
Kevin Rudd, former Prime Minister of Australia
Orville Schell and Susan Shirk, noted China scholars
Rana Mitter, Oxford historian
Andy Rothman, Arthur Kroeber, and Stephen Roach; economists
Evan Osnos, former New Yorker China correspondent
Jane Perlez, New York Times Beijing bureau chief
Andrew Ng and Kai-Fu Lee, leading experts on AI
Charles Bedford, environmentalist at The Nature Conservancy
Pankaj Mishra, author
The podcast is published Thursdays, and holds live tapings of the show for listeners in New York City most months of the year.
Sinica Audience Profile
Data Source: FB’s Audience Insights, Audience Surveys, and Google Analytics.
Lifestyle
Careers & Travel: Dominated by well-educated and professionally successful singles. They are almost all homeowners in a mix of houses and condominiums;
Established Elite: Americans elites couples and singles. With no school-age children at home and the second highest income in the country, these households have enormous disposable incomes and pursue correlating luxuries and activities;
Career Building: Made up of young singles with no children at home. They are a mix of mobile renters and first-time homeowners, living in condos and single-family houses;
Corporate Connected: Well-educated and well-compensated singles and couples in their 40s and 50s. These corporate executives and professionals are serious travelers, whether for work or pleasure, and intelligent investors.
Relationship status: 44% single
Education Level
* 72% are college educated
* 17% went to grad school
Household Income
* 43% have incomes between $50K-100K
* 15% have incomes between $150-$250
Household Size: 28% live alone
Home Ownership: 47% are renters
Spending Habits
* 44% primarily use Credit Cards
* 7% spend in Travel & Entertainment
* 68% of audience spend on Food & Drink
* 47% of audience spend on Clothing
* 59% of audience spend on Subscription Services
Top Job Titles
* Healthcare and Medical Services
* IT and Technical Services
* Computation and Mathematics
* Architecture and Engineering
* Arts, Entertainment, Sports and Media
Top Cities in the US
* New York City
* Washington, District of Columbia
* San Francisco
Top CIties International
* HK
* Beijing
* Singapore
SupChina influence:
The China elite
SupChina's readers, listeners, and viewers are key influencers. They are mavens and connectors. They know people and their opinions matter.
Like the guests on our podcasts and our interview subjects, they are business leaders, senior diplomats, and professors. They are notable authors, Ivy league students, and senior executives at hedge funds, banks, and multinationals.
What they think has influence way beyond their numbers.
And they are plugged into SupChina every day, through our email newsletters, podcasts, videos, website, mobile apps, and social media channels. Some of the organizations represented by SupChina's audience and the people we interview include:
Business
Decisions makers at global companies need to understand how China will affect their business, even if they never leave Manhattan. Our media products reach leading executives at Fortune 500 companies, including:
Goldman Sachs
Morgan Stanley
Walmart
Alibaba
Baidu
Google
We also count among out followers people at a range of hedge funds, private equity firms, and other financial institutions.
Government
China is on the top of the minds of every senior government official across the globe. The ones that are thinking about it the most listen our in depth interviews and read our coverage. This audience includes:
Senior diplomats from U.S. State Department, senior staff organizations like U.S. Technology Office (USITO) and U.S. Department of Agriculture (USDA)
Senior diplomats from Australian, British, Singaporean, New Zealand, German, Dutch, Swedish, Norwegian, Canadian, French, and Spanish foreign affairs ministries.
Media
We reach the major media brands as well as all the China focused publications and blogs. Among our demographic are journalists at:
New York Times
Bloomberg
Washington Post
Wall Street Journal
The New Yorker
Schools: students and faculty
From notable professors to undergraduates at elite institutions, everyone in academia who is interested in China pays attention to SupChina. Schools where we have reach through our media products as well as live events include:
Harvard University
Yale University
Princeton University
Stanford University
Boston University
Here's a starter list, based on our email subscribers, and guests on podcast:
Schools
Harvard University
Yale University
Princeton University
Stanford University
Boston University
University of Wisconsin Madison
Vanderbilt University
New York University (NY and Shanghai campuses)
Duke University
Middlebury College
Georgetown University
