Liu (pictured) was previously at Basis, where she led the firm’s semiotics and cultural strategy unit.

In her work, Liu focuses on the cultural nuances of the Asia-Pacific region and how they can be applied as part of a global strategy. She speaks both Chinese and Japanese.

Fran Alberry, head of cultural insight at Firefish, said: “I’m so happy to have Zoe on the team.

“Her work on big, global semiotics and cultural strategy projects, her deep understanding of the Asia-Pacific region, and her expertise on diversity and inclusion studies across sectors are a great fit for our team.”