Sage and I used to hang out in Shanghai years ago, when he was an analyst covering the Chinese market. Since then, he has returned to the US where he now runs China Luxury Advisors, a consultancy that helps brands and destinations prepare for the next wave of Chinese consumers. Sage first visited China in 1987, and has studied and embraced the language and culture ever since. He has worked in China as a researcher, investor, entrepreneur, journalist and advisor, with a specialization in digital, mobile and strategy. We caught up in Palos Verdes, the beautiful beach town just outside of Los Angeles, to talk about the future of destination marketing, why WeChat is the operating system for life in China, and the challenge for brands in navigating an increasingly complex and multicultural world.