ABOUT BOUNDLESS
Founded in 2021, Boundless is a global brand-building and digital media company with a strong focus on Southeast Asia. With expertise in brand marketing, content creation, KOL management, and cross-border e-commerce operations, we provide one-stop solutions for Chinese brands expanding overseas.
Headquartered in Hong Kong, Boundless operates subsidiaries in Shenzhen, Hanoi, Manila, and Jakarta. Since our inception, we have built complete local ecosystems and driven multiple brands from 0 to 1 in new markets. Our portfolio includes Mlen Diary, Nanfu Battery, Sangean, Aretta, and Kilala.
Our mission is clear, to connect brands and consumers across borders, empowering global growth through creativity, data, and cultural integration. Our vision is to be the leading bridge for brands entering Southeast Asia and emerging markets, shaping a future where business, culture, and humanity are boundless.
Guided by our values of Breaking Boundaries, Cultural Respect, Data & Creativity, Exploration & Innovation, Local Empowerment, and Integrity & Responsibility, we are committed to building sustainable success for our partners worldwide.
OUR TEAM
We Breaking Boundaries, Connecting the World.
JEFF CHENFAN ZHANG
Founder and Principal
Jeff Zhang, Founder & CEO of Boundless Group, is a serial entrepreneur with 15+ years of design experience and 10+ years in cross-border business. A UC Berkeley graduate in Economics and Computer Science, he has founded multiple ventures, including Sellegit (IDG-backed), LUX Home, CityHome (acquired by Airbnb), and ACC (nearly RMB 1B investment).
Since 2021, he has led Boundless to expand across Southeast Asia and global markets, operating brands like Mlen Diary, Nanfu, Sangean, Aretta, and Kilala. His mission: breaking limits, connecting cultures, and driving global integration.
.png)
LILY HA LINH NGUYEN
Vietnam National Manager and Parter
Lily is an experienced leader in Vietnam’s digital and e-commerce landscape, with deep expertise in managing KOL partnerships, livestream operations, and brand development. With a proven track record of scaling influencer-driven campaigns, Lily plays a key role in connecting international brands with Vietnamese consumers.
SOTERIO SOPHIA CORTUNA
Philippines National Manager
Sophia brings extensive experience in the Philippines’ fast-growing digital economy, specializing in livestream commerce, marketing operations, and talent management. As National Manager, she leads Boundless’s Philippine team, overseeing brand localization, recruitment, and cross-platform expansion. With her strong understanding of both local culture and global trends, Sophia ensures the seamless execution of campaigns and strengthens the company’s presence in the Philippine market.
DAYU GUO
Chief Advisor
Dayu is a seasoned strategist and advisor with a strong background in international business and creative industries. With years of experience bridging East and West, he provides high-level guidance on market expansion, branding, and organizational growth. As Chief Advisor, Dayu supports Boundless‘s leadership team in long-term strategy, offering insights that help the company scale effectively across global markets.