ProIO, a company that provides consulting and programming solutions for technical entertainment systems, revealed the launch of its new China branch, BoRuiYou Technology Consulting (Shanghai) Company, Limited, at the recent IAAPA Asia Expo in Hong Kong, marking a significant step in its ongoing expansion across Asia-Pacific.
The new company, a locally owned branch of the US-based consulting firm, emphasises ProIO’s long-term dedication to serving clients across China and the wider Asia-Pacific region with accessible, high-quality consulting services.
Its Chinese name, 博睿优 (BóRuìYōu), highlights the company’s focus on broad expertise, thoughtful insight, and excellence in service.
“Our primary goal with the establishment of our presence in China is to make high-quality consulting services more readily available to clients in the region,” said Brice Helman, CEO of ProIO.
“Many large-scale attraction and entertainment projects in China seek an international perspective during the early concept development and technical design phases.
“By establishing a local presence, we can collaborate more closely with our clients, respond more quickly to their needs, and combine ProIO’s global experience with the advantages of local leadership in one of the world’s most dynamic attractions markets.”
See also: “The right tech, perfectly applied”: ProIO’s approach to immersive design
International perspective, local leadership
China remains among the fastest-growing markets for theme parks, water parks, family entertainment centres, and other location-based entertainment venues.
ProIO’s new Shanghai-based entity will help the company provide enhanced support to developers, operators, investors, and design partners throughout all stages of project planning and implementation.
The creation of BoRuiYou demonstrates ProIO’s confidence in the long-term growth of China’s attractions industry and its dedication to establishing enduring relationships with local clients and partners.
Having a local presence enables the company to offer more efficient communication, improved project coordination, and consulting services customised to the specific needs of the Chinese market.
Mei Lu, BoRuiYou’s new operations manager for Asia
As part of the new venture, Mei Lu has been appointed operations manager for Asia and will lead the Shanghai office.
A Chinese national and the founding principal of BoRuiYou, Lu will oversee day-to-day operations, client relationships, and regional business development, and will serve as a bridge between ProIO’s international team and clients across Asia.
“Rather than establishing a traditional branch office, ProIO’s China expansion is built on a locally owned business led by Chinese leadership,” Helman says.
“This model allows the company to combine ProIO’s international expertise with local decision-making, cultural understanding, and long-term relationships in the Chinese market.”
Lu adds: “Having a local presence is about much more than geography. Success comes from understanding the local business environment, culture, and expectations while bringing together the best ideas and expertise from around the world.
“Our goal is to build lasting relationships with clients across China and Asia by delivering the high standards of service that ProIO is known for, with the responsiveness and accessibility that comes from being part of the local market.”
Last month, ProIO also announced the opening of its new headquarters in Central Florida, US
