Conflicts brought about by clashing civilizations are inevitable. Those striving to defend their traditions or to claim leadership over the world always find themselves hurling curses and brandishing blades at each other — often while standing on the fragile edge of a cliff. Yet, whenever they look up at the sun — at the infinite brilliance of our clear blue sky, with fleeting clouds that never truly vanish — they are reminded of the many things that have come before and momentarily learn to quiet down. There will always be people who step up to tell the others that this is a new world where ice and snow are melting into streams, where the seedlings of life are sprouting, and endless possibilities await humanity to cooperate and explore.

— Book 3, The Sunlight Trilogy

Author: Joey YU

CEIBS MBA Class of 2008 Alumnus

Joey Yu, an esteemed CEIBS alumnus, is a celebrated author whose works traverse diverse fields, from science fiction to business strategy. Among his notable publications are Platform Strategy (co-authored with Professor Weiru Chen @ CEIBS), The Bow, and the Kunai from League of Legends, The Sunlight Trilogy, Obsidian Sky, Mirrored Truth, and his translation of Simon Murray’s Legionnaire: Five Years in the French Foreign Legion, etc.

The Exploration of Art Never Ceases

- The Dyson-Nüwa Project Wins Top Honour at the Austin Film Festival

In his ongoing exploration of diverse artistic realms, Joey has innovatively blended elements from both Eastern and Western cultures, crafting a unique artistic style. His work, The Dyson-Nüwa Project, is not only a bold vision of the future world but also an intriguing fusion of Eastern and Western cultural elements within the realm of science fiction.

The Dyson-Nüwa Project draws inspiration from two vastly different worlds—ancient Chinese mythology and Western science fiction. Nüwa, the goddess of creation in Chinese mythology, is known for shaping humanity from clay and mending the sky with coloured stones, symbolising the origins of life and the remaking of the world. In contrast, the Dyson sphere is an imaginative construct from Western science fiction, with many variations, all depicting a colossal structure that envelops the sun to harness its limitless energy. Joey masterfully combines these seemingly disparate concepts into a narrative that is both science fiction and rich in cultural heritage.

In this story, Joey envisions a grand future world. He imagines that in two to three centuries, humanity will have reached Type II civilisation (referencing the Kardashev Scale). In this future, humans will no longer rely on planetary energy sources but will directly harness the energy of the sun. This is not just a journey into the unknown but also a profound reflection on environmental preservation.

AFF2024 Championship Trophy

Joey's work stood out from over 10,000 submissions, winning the Best Short Film Script Award at the Austin Film Festival's Screenplay Competition. The Austin Film Festival is one of the most prestigious screenplay competitions in the United States and one of the few film festivals globally that places a strong emphasis on screenwriting. It attracts top screenwriters from the world of American television, as well as creators and producers from the realm of sci-fi TV.

This year's guests at the Austin Film Festival included Kathleen Kennedy, President of Lucasfilm, Rian Johnson, director of Star Wars and Knives Out, Justin Marks, screenwriter of Top Gun: Maverick and creator of Shogun, and Craig Mazin, creator of the TV adaptation of the game The Last of Us, among other influential figures in Western culture.

One of the screenwriters of Top Gun: Maverick, Justin Marks

The final panel of judges for Joey's award-winning short script included top industry screenwriter Peter Craig, known for his work on The Batman, The Hunger Games: Mockingjay Parts 1 & 2, and the recently released Gladiator 2.

Craig Mazin, creator of the TV adaptation of the game The Last of Us.

In such a highly competitive environment, Joey's creativity and storytelling skills garnered widespread acclaim. His use of bilingual writing, coupled with his unique insights into both Eastern and Western cultures, made his work stand out among the many entries.

The Collision and Fusion of Eastern and Western Cultures

Joey grew up in Taipei and later moved to Vancouver for his education, which gave him his first experience of the collision and fusion of Eastern and Western cultures. He then came to Shanghai, where he studied in the international environment of the CEIBS MBA programme, learning and exchanging ideas with elite students from all over the world. This academic journey not only broadened his intellectual horizons but also deepened his understanding of the differences and commonalities in people's thinking across cultural backgrounds, as well as the importance of a global perspective in creative work.

He observed that, despite living in different cultural environments, with distinct histories and social customs, people’s inner emotions—their pursuit of happiness and fear of loneliness—are universally shared. This profound insight into human nature led him to focus more on the emotional world of characters in his work, striving to unearth stories that could touch the heart and resonate with audiences.

The international education at CEIBS helped Joey realise that literature and artistic creation also require a global perspective. When creating science fiction, he views Earth as a whole, exploring the common destiny and future of humanity. He avoids labelling characters or stories with excessive cultural tags, choosing instead to focus on human nature itself, and using delicate language to portray vibrant characters that readers can truly connect with.

Joey believes that art knows no borders and should serve as a bridge between different cultures and communities. Through his work, he hopes to spark greater interest in and understanding of both Eastern and Western cultures, fostering exchange and fusion between them. He is convinced that, by telling compelling human stories and exploring the essence of being human, works from any cultural background can gain international recognition and appeal. By blending the story of Nüwa into his science fiction, he also aims to inspire curiosity and understanding of Chinese mythology among overseas audiences.

This year's champions group photo

Creative Inspiration and Influence of Idols

Even before Joey embarked on his MBA journey at CEIBS, he was a devoted fan of A Song of Ice and Fire: Game of Thrones. At that time, this fantasy literary work had yet to gain widespread fame from the television series, but it had already captured his heart. For his own writing, he regarded author George R.R. Martin as a creative idol.

In 2018, Joey was honoured to receive the Terran Prize, established by Martin himself. This was a truly meaningful experience for him. The scholarship not only allowed him to attend a writers’ workshop but also provided an opportunity to connect with a group of aspiring professional writers who shared his passion for science fiction and fantasy literature. During the workshop, Martin himself served as a guest lecturer, offering invaluable insights into the craft of writing, which proved to be a great source of inspiration for Joey. Moreover, the chance to engage with fellow writers, including those who later went on to write novels for Marvel, was an enriching experience for him.

The Fusion of Storytelling and Business

When discussing how storytelling can be integrated with business strategy, and how he co-authored the widely popular Platform Strategy with Professor Weiru Chen, Associate Professor of Strategy at CEIBS, Joey’s eyes gleam with excitement, as if that creative journey is still fresh in his mind. “Back in 2010, there were no mainstream business books on platform strategy,” Joey recalls slowly. “But Professor Chen was already an authority on the subject. His strategic courses inspired me; his unique perspective on platform economics really opened my eyes. So, I suggested we write a book that the general public could understand—taking Professor Chen’s valuable knowledge and theories and turning them into something that could benefit more people.” Joey continues, “That decision ultimately led to the co-authorship of a book that sold 250,000 copies in China. But more importantly, it gave me a taste of what it’s like to be a full-time writer. I’m naturally the kind of person with wildly creative ideas, and my partnership with Professor Chen allowed me to learn a bit about the rigorous framework of academia. It was like performing precision surgery for businesses. This experience proved crucial when I later worked on creative communication across different industries and collaborated with artists from various media. So, I can honestly say that CEIBS MBA was a major turning point in my life.”

The Charm of Written Art and Diverse Experiments

About fifteen years ago, Joey embarked on his writing career, driven entirely by his love and passion for art. From a young age, Joey nurtured a dream of creation, experimenting with various artistic forms, yet writing has always remained his most cherished passion. In his view, words are the root of all artistic expressions, and he says: "Often, the most fundamental things are the most powerful."

As his exploration of the art of writing deepened, he boldly ventured into game writing, animation scripting, and other fields. Over time, he discovered that his greatest interest lay in writing for film and television. His goal was to transform words into images, telling stories through cinematic language. His creative journey, which began with solitary literary pursuits, gradually expanded to larger platforms, ultimately leading him to film and television, a collaborative art form requiring the work of many people. For Joey, this career path feels like a natural progression, and we look forward to seeing more of his creative endeavors in the future.

Advice and Encouragement for the Younger Generation

Joey is well aware that many MBA students are in the midst of their career climb, whether aiming for senior management roles or seeking to pivot across industries. Faced with confusion and uncertainty, Joey offers a humorous piece of advice: "Don’t take the path I did, as it’s filled with too many challenges and hardships. It’s too tough." He jokes that although he has navigated through multiple job roles, cultures, and borders, the difficulties and setbacks he faced along the way have taught him that every decision requires careful consideration.

However, this does not mean young people should choose a conservative or compromising path. On the contrary, Joey encourages them to boldly pursue their dreams. He recalls something CEIBS professor Jean Lee once said: "The reason we work so hard is so that by the time we’re 45, we still have career options." This statement deeply inspired Joey, and he believes young people should make the most of their MBA journey to boldly imagine and pursue the direction they most desire.

CEIBS Alumni Reunion

"During your time at CEIBS MBA, you are still young and have plenty of time and energy to explore unknown territories," Joey says. "Even though the current economic climate is challenging, it is precisely this kind of situation that gives rise to remarkable opportunities. Many of the traditional career development ladders no longer exist, and you’ll need to venture into the forest and forge new paths. Success is built on a foundation of failure and setbacks, and this applies to both creative work and entrepreneurship."

He goes on to emphasize that young people should set higher goals and fear nothing. Using his own experience with submitting work, Joey explains that he aimed to start with the most challenging competitions. Even if he didn’t win, he could always lower his expectations and try again at the next level, all while building connections with industry professionals. These experiences and networks often lead to unexpected opportunities for future career development.