By SGN | 19 Feb 2025
Growing up in China, Jingjin was surrounded by conservative views and strict gender stereotypes about how women were expected to behave. It wasn’t until she moved to Germany, with its more progressive culture, that she began to embrace her own identity and challenge these traditional norms.
This newfound self-assurance led her to study and work in the male-dominated automotive industry after graduating from Germany’s Technische Universität Braunschweig.
However, her confidence didn’t shield her from the challenges she faced as a woman in a male-dominated, predominantly white field. As a “triple only” – the only woman, the only Asian, and the only person under 40 in her role as marketing director – she often encountered discrimination and sexism.
“During my first solo strategy presentation in Germany, I wore a black suit in front of six white male Exco members. At the end of the presentation, the chairman told me I was expected to dress ‘appropriately’ next time – meaning women should wear dresses, not pantsuits,” she recounts.
She also recalls the hurtful comments she faced. “I was told things like, ‘You got the role because of my looks’, ‘Chinese women are cruel’, ‘You must’ve bribed or slept with someone to get ahead… the list went on and on.”
Jingjin refused to back down. Instead of staying silent, she spoke out – even when it meant risking her career. After initial pushback, measures to address microaggressions and sexism were finally introduced into the company’s performance system.
“Growing up in Asia, women are often taught to be passive and stay quiet,” she says. “But to hell with that! If women don’t speak up for themselves, who will? We need to stand up for who we are and what we deserve.”
“It’s time to dismantle outdated patriarchal structures and show women that their achievements are theirs to define and claim.”
From INSEAD to femtech entrepreneurship
After years in senior leadership roles across Germany and China, including breaking barriers as the first female Marketing Director in a conservative German automotive firm, Jingjin decided to follow her true passion.
In 2018, she moved to Singapore to pursue a Global Executive MBA at INSEAD, driven by a determination to create a business that would make a meaningful, positive impact.
“I chose INSEAD because of its diversity. I’d never encountered so many brilliant people in one place, and I learned so much about life, careers, and perspectives on the world,” she says.
Her goal at INSEAD was clear: to build a business focused on female empowerment.
However, Jingjin soon realised the market for women’s empowerment was already saturated, with period tracker apps like Flo and menstrual cup companies like Freedom Cups leading the way. But then came her lightbulb moment: there was a gap for a business focused on building confidence from within.
“That’s when I knew what ZaZaZu would be about,” Jingjin says. “I wanted to create a corporate education platform that helps professional women tackle the challenges they face at work and at home.”
While at INSEAD, Jingjin not only focused on her studies but also took full advantage of the strong network of venture capitalists and angel investors within the community.
“As the saying goes, ‘Make friends before you need them,’” she says. “These connections were instrumental in helping me secure 11 investors for our pre-seed funding in under a month, with 10 of them coming from the INSEAD network.”
Thanks to these invaluable relationships, ZaZaZu became the first wellness company in Singapore to be backed by angel and venture capital investors, successfully raising USD135,000.
Helping women find their ZaZaZu
Jingjin launched ZaZaZu to empower women in Asia to take control of their well-being and build confidence in all aspects of their lives.
ZaZaZu takes its name from a memorable moment in Sex and the City, where Carrie Bradshaw describes the magical, indescribable feeling of love as a “Zsa Zsa Zsu” moment.
“I believe ‘Zsa Zsa Zsu’ is more than just the feeling of love,” Jingjin explains. “It’s about feeling secure and confident in who you are.”
“Many women don’t even know what they truly need because they’ve been conditioned not to ask for it,” she continues. “That’s why ZaZaZu is here to help women discover their ‘Zsa Zsa Zsu’, empowering them to feel ready to take on whatever life throws at them.”
As the first personalised sexual wellness hub in the Asia Pacific for women, ZaZaZu combines education, digital services, and products to help women take control of their sexual health. “We offer workshops, webinars, and consultations with sex and relationship experts,” Jingjin says.
The expert panel includes industry leaders like Dr. Angela Tan, a certified intimacy coach, and Erin Chen, founder of Gilly, an intimacy wellness app for parents.
They address crucial topics often overlooked, such as navigating microaggressions and sexism, understanding female health, and building confidence, empowering women to recognise their strengths and nurture self-assurance from within.
“These consultations provide a safe space for women to engage with professionals without fear of judgment. For many, it’s the first time they’ve had the opportunity to openly discuss things they’ve been conditioned to hide,” Jingjin explains.
ZaZaZu also collaborates with Singaporean organisations such as TruCup, Trehaus, and Women in Aviation to offer workshops and community initiatives that highlight wellness as an essential part of self-care for women. These include events like Wellness Circle and workshops such as Ignite the Spark Again.
“These partnerships have enabled us to provide educational resources and create safe spaces for open, informed discussions on empowering women to take control of their well-being,” Jingjin explains.
To date, Jingjin has collaborated with over 100 global corporations, including Google, CISCO, and VISA, to empower women in the workplace and promote inclusivity worldwide.
“We’ve worked with strong, accomplished women who, despite their career successes, struggled with self-doubt. It’s been inspiring to see them transform into confident individuals who now express themselves freely and embrace their full potential,” she says.
Jingjin believes that when women are secure in their identity and confident in their worth, they don’t need to rely on external tactics. “True empowerment allows women to ask for a pay rise, break barriers in male-dominated fields, and ultimately change the world,” she concludes.
The future of women’s wellness in Asia
Based in Singapore, Jingjin sees a bright future for women’s wellness in the region. She believes Singapore’s unique cultural blend makes it an exciting place for change.
“Singapore is a dynamic mix of progressive ideas and traditional values. The new generation of women here is outspoken, curious, and ambitious. Unlike the more traditional expectations in places like China, Singaporean women are demanding respect, understanding, and the freedom to pursue their goals,” she says.
With this momentum, Jingjin is confident that the future of women’s wellness in Asia is looking up. “At ZaZaZu, we’re excited to ride this wave of change. We’re expanding our programmes, offering new resources, and reaching women across Asia, not just in Singapore,” she adds.
ZaZaZu is committed to creating accessible, relatable resources such as online webinars, community events, and collaboration workshops with local organisations that help women recognise their worth. In addition, the company is focused on building online and offline communities where women can learn, share, and support one another.
“With each shift and every conversation, women from all walks of life are gaining the confidence to take ownership of their needs and aspirations,” Jingjin concludes.
Jingjin’s tips and advice
Today, Jingjin is not just the founder of ZaZaZu. She is also one of the two founders of The ELEVATE Group, a group advocating for social justice and inclusion for women across Asia, an advisor with the FemTech Association of Asia, and a mother.
Her journey, however, has been anything but smooth.
“I remember pitching ZaZaZu to male venture capitalists who doubted my ability to lead as a new mother,” she recalls. “They ridiculed my mission to empower women in conservative Asia, even suggesting I present my pitch with a dance because ‘that’s how men understand things’.”
Despite the challenges, Jingjin stood firm, reporting the harassment, which led to an investigative report by E27, raising awareness and resulting in the dismissal of key individuals. Shortly after, a venture capitalist took notice and invested in ZaZaZu.
Even today, Jingjin occasionally faces criticism for her work. “I still hear things like, ‘How dare you talk publicly about sexual health for women?’ or ‘Aren’t women empowered enough already? What’s the point of your business?’”
“I used to let these harsh words affect my self-worth,” she admits. “But over time, I realised that these misogynistic experiences only strengthened my resolve to break taboos and empower women to challenge the status quo. If anything, they made me even more determined to help women across Asia find their confidence and own their power.”
If you’re a woman facing sexism in the workplace or struggling with imposter syndrome, here are three tips from Jingjin:
Drop the “likeability” trap – confidence > niceness
Talk about your achievements
Understand workplace politics – then play to win
“To all the women out there, it’s time to rewrite the narrative society has written for you,” she says. “Embrace challenges and step into discomfort. Growth happens when we face the hard things, and it’s important to be courageous enough to shake things up.”
“The world may try to tell you otherwise, but ZaZaZu is here to remind you that empowerment begins with recognising your own worth.”
Meet Jingjin
Jingjin Liu founded ZaZaZu to empower women by fostering self-confidence and breaking societal norms that restrict autonomy. Inspired by her experiences in China and Germany, she built a community that offers a supportive space for women to embrace their individuality and make empowered choices.
Connect with her here.
