Your Aligned Partner in China
Daniel Cheng founded Metric Design Studio in Shanghai in 2013 as a graphic and web design studio. Over the next decade we worked with more than 200 clients, from Bayer and Kaspersky to Viña Concha y Toro and Tonino Lamborghini.
In 2024 we rebranded as MDS Collective
Since rebranding in 2024, we have grown to 40+ hospitality partners with a 93% all-time retention rate, and most of our new clients come through referrals. Coming out of Covid, we could have chased whatever revenue was available. Instead, we left graphic and web design behind and focused only on hospitality, travel and tourism for the Chinese outbound traveler. That focus earned us Campaign Asia-Pacific's Greater China Boutique Agency of the Year (Gold) in 2025 and Entrepreneur's Disruptor of the Year in 2026.
Our team is based in Shanghai and Singapore.
We run our service the way a software company runs its product.
We are a service company powered by our own AI technology stack. MDS runs a standardized service offering like a traditional agency, but when we improve a strategy or a process, we roll it out to every client at once, the way software ships an update.
Clients get direct attention from our award-winning team without having to track every platform change themselves, because we are the ones setting the standard for the industry.
Our inspiration
If you noticed the calligraphy when you moved your cursor across our homepage, there is a reason we chose it.
It is from the Lanting Xu, or Orchid Pavilion Preface, written by Wang Xizhi in AD 353. It came from an entirely organic gathering: Wang Xizhi and 41 friends met beside a winding river, drinking wine and composing poems. From that simple afternoon came a piece of calligraphy that, over time, became recognized as the gold standard of Chinese calligraphy.
That evolution is what resonates with us.
MDS also began organically. We did not set out to become a benchmark for hospitality marketing in China. We simply focused on doing exceptional work, learning deeply from every client and every market, and building from one project to the next. Over more than a decade, that body of work has evolved into what MDS is today.
It's a reminder that greatness often begins without a grand plan, but grows through consistent discipline and craft.
- Campaign Asia-Pacific
- The Wall Street Journal
- Bloomberg
- Yahoo Finance
- China Daily
- Travel and Tour World
- Branding in Asia
- Creativepool
Three principles we hold ourselves to.
Transparency
You see what we see. Every client gets Paragon, our dashboard, showing the same numbers our team works from, plus reporting in plain English. Pricing is fixed and there are no hidden fees.
Integrity
We tell you before you spend, not after. If a platform, a KOL or a campaign is wrong for your property, we say so, even when it costs us the work. We would rather keep a client for years than win a project for a quarter.
Success
We measure ourselves on your results, not ours. Inquiries, direct bookings and revenue from China count. Likes and follower counts do not, unless they lead somewhere.
Our clients are our biggest champions.
"They turned our modest footprint in China into a major market success story. Their expertise in navigating the local social landscape allowed Niyama to scale rapidly through content that is as culturally relevant as it is beautiful."
"MDS has been key to creating and managing our social media presence in China. The speed, reliability, and client focus of MDS are truly impressive, making it a pleasure to work with their team."
"Thanks to MDS, we have seen a remarkable rise in engagement and inquiries, positioning Alila Villas Uluwatu as a top choice for travelers seeking an exquisite getaway."
Let's begin the conversation.
Not sure where to start? We're here to help. Every brand challenge is unique, and our role is to help you find the right direction. Reach out with any questions, or if you're ready to get started, book a free consultation with MDS today.
Still deciding? Play a game while you think about it
Still deciding? Play a game while you think about it