Interview with Rudmer Hoekstra

Can you introduce yourself and tell us what motivated you to join the Dutch Chamber at this point in your journey?

My name is Rudmer Hoekstra, and I’m originally from Friesland in the Netherlands. I’ve been living in Hong Kong for over 19 years, and still enjoying it. For most of that period, I held operational and account management roles at the German consumer electronics company Medion, which is part of the Lenovo Group.

My studies in the cross-cultural aspects of industrial and organisational psychology at the University of Groningen are what initially brought me to this part of the world. I proposed doing field research in China, focusing on cultural differences between European and Chinese workers, which led me to spend six months between Beijing and Hong Kong. It was an incredible experience that sparked my interest in the region and was the start of my journey learning Mandarin.

As for joining the Dutch Chamber now, after all these years? My professional focus was primarily on the Australian market for a long time. After transitioning into sourcing, operations, and compliance, I began connecting more with local Hong Kong companies, including Dutch ones. That, combined with turning my hobby photography into a side-business, made me ultimately join. So, not only am I looking for an exciting new opportunity in trade, but also to increase visibility of my photography. I’ve already met so many great people from diverse professional backgrounds, which has been really enjoyable and enriching.

With your background in sourcing and trade, what would you say is the most important lesson or skill you’ve learned?

I would sum it up in one word: adaptability. On one level, this means adapting to the evolving needs of consumers and constantly innovating with fresh products. On a larger scale, it’s about adapting to an increasingly complex set of government regulations and compliance demands, especially in Europe. While these changes are for the good—driving better, more sustainable products and supply chains—they present an enormous challenge, particularly for smaller companies who often feel the goalposts are constantly moving. Personally, I’ve found this to be a great learning experience and an exciting challenge. It pushes you to reinvent yourself and your business continuously.

How has your background in industrial and organisational psychology helped you in your career?

That background has been incredibly useful. It helped me navigate not just the differences between Chinese and European business cultures, but also the distinct personalities and working styles across the many offices I worked with—from Germany and the US to Australia, Taiwan, and mainland China.

For example, the flat hierarchies in Europe versus a tall one in Hong Kong sets how much decision power employees on the workfloor have. This very often caused misunderstandings which I resolved by coaching teams to take each other’s perspective. I find these human elements of global business truly fascinating.

Speaking of what you value, what has made you stay in Hong Kong for so long?

Contrasts! Having grown up in places that were mostly quiet, Hong Kong couldn’t be more different, and I find that both working and living here is quite exciting. I love how Hong Kong offers both towering skyscrapers and green mountains within close proximity. Living in the middle of a city that is switched on 24/7 gives me a lot of energy.

Looking forward, where do you see the biggest opportunities for innovation in sourcing and trade?

The biggest opportunities are tied to sustainability and the regulations driving it. There’s a growing need for systems to help companies, especially SMEs, navigate these new rules while keeping their business healthy. As a result, many players are developing services to automate these burdens.  However, with all this talk of automation, I feel the human factor is sometimes being overlooked. When you’re trading globally, relationships are crucial in my experience—that element of trust and understanding is something I don’t see AI replacing anytime soon.

You’re also an accomplished photographer and even provided the cover photo for our newest Business Directory. Can you tell us more about that?

My passion for photography is an extension of my love for film. I try to give my photos a cinematic, and moody feel. Hong Kong is an amazing muse for this—I can often be found shooting in the alleys of Sham Shui Po and Yau Ma Tei, capturing the grittiness of old Kowloon.

My work has been featured on Penguin Random House book covers, in magazines and newspapers, and I sell prints that decorate living rooms and offices (for example of those of fellow DutchCham member Schuette Far East). Next to cities, I also love shooting in remote, desolate places like the highlands of Iceland or Tibetan areas. My ‘cinematic style’ covers a whole range of environments, much like cinema itself.

Finally, what professional or personal ambition are you most excited to pursue next?

I am very excited to build on my experience and continue my journey in trade, sourcing, and operations.

I’ve developed a strong skill set in process and people management, China sourcing, and navigating regulatory requirements. I’ve always loved being able to build meaningful working relationships with colleagues around the globe, regardless of whether they are engineers, factory owners, accountants, senior management or clients. I’m actively looking for a new opportunity where I can apply this experience and contribute to a dynamic, international company. 

For more details about Rudmer's background and work, see here: