LET'S BE REAL.
You’re probably tired of hearing the same business stories, featuring the same brilliant (but mostly Western) minds. Don’t get us wrong, they’re great. But the world is HUGE, and innovation isn’t just happening in Silicon Valley or London anymore. In fact, some of the most mind-blowing breakthroughs and billion-dollar companies are being built right now in places like Shenzhen, Dubai and Bangalore.
The next Amazon won't be from Seattle. It's being built right now in a Hangzhou lab or Mumbai garage.
The next Amazon won't be from Seattle. It's being built right now in a Hangzhou lab or Mumbai garage.
ABOUT THE SHOW
BUSINESS PODCAST BEYOND THE FAMILIAR HORIZON
Welcome to The Hidden Switch. We’re pulling back the curtain on the real global economy. Think of us as your backstage pass to the future, introducing you to the founders, CEOs, and innovators from Asia, Latin America, Middle East and other emerging markets who are absolutely crushing it.
DeepSeek CEO
LIANG WENFENG
BYD CEO
WANG CHUANFU
Pop Mart CEO
WANG NING
We’re talking about the next Google, the next Amazon – they could easily be coming out of India or China. Look at DeepSeek, challenging AI giants.
Or BYD, completely reshaping the global auto industry.
And don’t even get us started on the global phenomenon of Pop Mart’s Labubu craze!
These aren’t flukes; they’re a glimpse into a massive global shift – or as we call it The Hidden Switch.
Prepare to have your perspective broadened, your assumptions challenged, and your vision forthe future transformed.
We’re here to challenge the conventional narrative, to expand your understanding of global commerce, and to introduce you to the true architects of tomorrow’s economy – the founders, CEOs and innovators who are not just adapting to change, but actively creating it, often under conditions that would daunt even the most seasoned Western entrepreneurs.
Our mission?
Simple: Drag these incredible emerging market stories into the global spotlight. We’re done with the echo chamber. The founders we feature aren’t just doing “great things”; they’re often pushing boundaries, reinventing business from the ground up, and building companies with different values and a fresh vision for tomorrow.
GARY VAYNERCHUK
CEO of VaynerMedia and VaynerX
JOE TSAI
co-founder and chairman of Alibaba Group
CHARLES CHENG YIDAN
Co-founder of Tencent, founder of Yidan Prize
XIAOPENG HE
Co-founder and CEO of XPeng Motors
JACKSON WANG
Chinese musician, member of GOT7
KŌICHIRŌ MATSUURA
Japanese diplomat
GARY VAYNERCHUK
CEO of VaynerMedia and VaynerX
JOE TSAI
co-founder and chairman of Alibaba Group
CHARLES CHENG YIDAN
Co-founder of Tencent, founder of Yidan Prize
XIAOPENG HE
Co-founder and CEO of XPeng Motors
JACKSON WANG
Chinese musician, member of GOT7
KŌICHIRŌ MATSUURA
Japanese diplomat
These are the hidden champions – companies that have battled their way to the top in some of the most competitive, fast-paced, and massive markets on the planet. They’ve mastered the art of doing more with less, innovating under insane pressure, and scaling at warp speed.
And guess what?
They’re ready for the world. The Hidden Switch brings you their candid, in-depth conversations. We’ll amplify their voices, dive into their unique leadership styles, explore the empires they’re building, and uncover the values that fuel their success. This isn’t just business talk; it’s about understanding the diverse, thrilling future of global ambition and innovation.
HOW WESTERN MEDIA MISSES80% OF THE STORY?
For too long, the business world’s spotlight has been stuck on one side of the globe. We’ve been fed a steady diet of innovation, business success and personal transformation stories from the usual suspects – mostly from across North America and Europe. But here’s the brutal truth: you’re missing out on 80% of the action.
By focusing mostly on “the West”, business podcasts are overlooking a massive, vibrant, and incredibly powerful wave of innovation happening right now. We’re talking about game-changing companies, disruptive business models, and visionary leaders who are reshaping industries from Beijing to Bangalore, São Paulo to Singapore. This isn’t just a missed opportunity; it’s a blind spot that could cost you.
At The Hidden Switch, we’re ripping off the blindfold. We’re showing you a more real global picture, where the most exciting, competitive, and scalable innovations are exploding out of emerging markets.
WHILE WESTERN PODCASTS RECYCLE THE SAME GUESTS, A SEISMIC SHIFT IS HAPPENING IN SHANGHAI, MUMBAI, AND JAKARTA. THE HIDDEN SWITCH BRINGS YOU FACE-TO-FACE WITH:
01
Billion-Dollar Founders
Founders scaling
billion-dollar companies you’ve never Googled
02
Rule-Breaking CEOs
CEOs rewriting rules in
AI, mobility & green tech without VC fairy dustts
03
Wisdom & Hypergrowth
Leaders balancing ancient wisdom with hypergrowth in the world’s toughest
markets
WE BRING YOU WHAT OTHERS DON'T
UNCOVERED BILLION-DOLLAR CHAMPIONS:
Meet the Titans You've Never Heard Of (Yet).
Forget the usual suspects. While you’re busy tracking the same old tech giants, entire empires are being built under the radar. We’re talking about companies that are already colossal in their home markets – often with populations larger than entire continents – and are now ready to take on the world.
Ever heard of Mixue? They have more ice cream and tea shops than Starbucks globally. Or DeepSeek, an AI powerhouse giving the big players a run for their money. How about Mindray, a medical device leader, or Sea, the Southeast Asian tech behemoth behind Shopee? These aren’t startups; they’re formidable enterprises forged in hyper-competitive fires.
We don’t just tell you about them; we introduce you to the audacious leaders who built them. You’ll get the inside scoop on their strategies, their market dominance, and their plans to conquer new frontiers.
THE FUTURE FORGED IN THE EAST & SOUTH:
Where AI, Robotics, Green Tech & Mobility Are Actually Happening.
While some are still debating the future, others are building it. Right now, in places like China, India, Middle East and Latin America, cutting-edge technologies aren’t just concepts – they’re being developed, deployed, and scaled at a breathtaking pace.
Want to see the real future of AI? Look to China. Curious about sustainable energy? Check out the battery innovations coming from companies like CATL. Electric vehicles? BYD isn’t just making cars; they’re a vertically integrated ecosystem controlling everything from batteries to chips.
We take you directly to the source, interviewing the visionaries and engineers who are turning sci-fi into reality.
LEADERSHIP UNFILTERED:
Raw Wisdom from the World's Toughest Battlegrounds.
Leading a company in an emerging market isn’t for the faint of heart. Imagine navigating explosive growth, intense competition, shifting regulations, and unique cultural landscapes – all at warp speed.
The leaders we feature aren’t just successful; they’re survivors. They’ve built empires against incredible odds, demonstrating a level of resilience and strategic genius rarely seen.
We dive deep into their unique leadership styles: how they make impossible decisions, build world-class teams, and balance personal ambition with global impact. This isn’t textbook leadership theory; it’s hard-won wisdom from the front lines, insights you won’t find in any MBA program.
UNTOLD PERSONAL JOURNEYS:
The Human Story Behind the Billions.
Behind every billion-dollar company is an extraordinary human story. We go beyond the balance sheets and market caps to uncover the personal journeys of these founders, CEOs and innovators.
What drives them? What sacrifices did they make? What pivotal moments shaped their vision? You’ll hear about their struggles, their triumphs, and the unique cultural contexts that fueled their entrepreneurial fire.
These are stories of grit, creativity, and profound personal growth – lessons that transcend business and inspire on a deeply human level. It’s about understanding the “why” behind their relentless drive, and the values that make them truly unique.
WHAT YOU’LL GAIN:
SCALING SECRETS
How to thrive when
capital is scarce and
competition is brutal
CULTURAL CODEBREAKING
Leadership styles
that work in Jakarta
won’t fly in São Paulo
FUTURE SIGNALS
Spot tomorrow’s
disruptors before
they enter your
market
UNFILTERED LESSONS
From $100M
mistakes to 2030
visions they won’t
share on LinkedIn
WHY WATCH:YOUR EDGE IN A CHANGING WORLD
Look, in today’s lightning-fast world, staying ahead isn’t just about working harder; it’s about seeing what others don’t. It’s about understanding the forces shaping tomorrow, today. The Hidden Switch isn’t just another podcast; it’s your strategic advantage. Tune in to:
01
Future-Proof Your Business
Get exclusive, actionable insights directly from the leaders who are building the future. Understand the trends, technologies, and consumer behaviors that are actually working in the world’s most competitive markets. This isn’t theory; it’s real-world intelligence that will help you anticipate shifts and stay relevant.
02
Discover Unheard Giants
Uncover hidden giants, groundbreaking solutions, disruptive business models and technologies emerging from emerging markets that are shaping the global economy.
03
Master Global Leadership
Absorb battle-tested leadership lessons from founders who’ve navigated chaos, cultural complexities, and hyper-growth. Learn how they build resilient teams, make high-stakes decisions, and maintain their vision amidst relentless change. These aren’t just business lessons; they’re life lessons for anyone looking to lead with impact in a truly globalized world.
04
Anticipate the Future
Get ahead of the curve by understanding the companies and leaders who are coming to your industries and markets – know your competition even before they arrive.
WHO'S THIS SHOW FOR?
This show is for the visionary entrepreneurs, the forward-thinking business leaders, and the insatiably curious minds eager to understand the true global landscape of innovation. If you believe the next big idea can come from anywhere, and you’re ready to learn from the world, and then The Hidden Switch is for you.
VISIONARY AND ASPIRING ENTREPRENEUR
You’ve got big dreams, but you’re tired of the same old startup advice. You want to learn from those who’ve built empires from scratch, often with fewer resources but more grit. Get ready to be inspired and equipped with real-world strategies.
THE FORWARD-THINKING BUSINESS LEADER
You’re already successful, but you know the world is changing fast. You need to understand global shifts, identify new opportunities, and stay ahead of the curve. This show is your direct line to the minds shaping tomorrow’s economy.
THE CURIOUS MIND
You’re fascinated by innovation, culture, and the human spirit. You believe the next big idea can come from anywhere, and you’re eager to discover stories that challenge your perceptions and expand your worldview. Prepare for a truly eye-opening experience.
If you're ready to look beyond the headlines, challenge your assumptions, and gain a truly global perspective on success, then this show is built for you.
KNOW A FOUNDER CHANGING THE GAME?
WE’RE HUNTING INNOVATORS WHO
Run $100M+
companies outside
Western spotlight
Built unique business
models for local
complexities
Have war stories
that’ll rewrite MBA
curricula
THE BINGE-WORTHY FORMAT: DEPTH MEETS DISCOVERY
We know your time is precious. That’s why we’ve designed The Hidden Switch to deliver maximum insight in a compelling, engaging format. This isn’t your plain talking-head interview. We’re delivering cinematic quality with raw, unfiltered truth.
VIDEO STYLE: CINEMATIC IMMERSION MEETS RAW REALITY.
Forget stiff studio interviews. We combine stunning cinematic visuals that transport you to the heart of these dynamic markets with authentic office walkthroughs. You’ll get an intimate, behind-the-scenes look at the companies and cultures shaping the future. It’s like being there, without the jet lag.
RUNTIME: DEEP DIVES, NOT SOUNDBITES.
Each episode runs 45-90 minutes. Why? Because true insight takes time. We’re not about quick soundbites; we’re about deep conversations that unpack complex strategies, personal journeys, and global visions. This is the kind of depth you crave, delivered in a format that respects your intelligence.
THE HOOK: NO PR FLUFF. JUST FOUNDER-TO-FOUNDER TRUTH.
This is where we cut through the noise. Our interviews aren’t polished corporate presentations. Ashley gets straight to the heart of what matters, asking the questions no one else dares. You’ll hear the unvarnished truth on:
- Real Stories from the Trenches: The brutal realities and incredible triumphs of scaling a business in the world’s most competitive emerging markets.
- The $100M Decision They Regret: Every leader makes mistakes. We uncover the biggest ones, and more importantly, the invaluable lessons learned.
- Their Audacious 2030 Vision: What do these titans see for their industry, their country, and the world in the next decade? Get a glimpse into the future, straight from the architects.
JOIN THE INNER CIRCLE
FIRST 1000 SUBSCRIBERS GET
- Early episode access
- Guest Q&A voting rights
- The 'Hidden 100' list: Under-the-radar global companies to watch"
MEET YOUR HOST
ASHLEY DUDARENOK
As an entrepreneur and thought leader, Ashley Dudarenok has spent 15 years immersed in China, helping some of the world’s largest companies adapt and thrive in the world’s most competitive market.
Over the past decade, Ashley and her team have supported companies like HSBC and Johnson & Johnson in refining their digital strategies for China, upskilled teams at Coca-Cola, Richemont, and Shiseido, and delivered massive strategic transformations for brands like Crocs. She’s also regularly delivering insights for top leadership and boards of companies such as BMW, Disney, Deckers, Huawei, and many others.
Today, Ashley is an active investor with ventures spanning the globe. She continues to lead ChoZan, a consultancy specializing in China-focused research and digital transformation. She is a sought-after global keynote speaker and a published author.
WHAT YOU’LL GAIN:
ON-THE-GROUND EXPERTISE
With 15 years of experience in greater China, Ashley brings first-hand knowledge of emerging markets and their unique business dynamics.
GLOBAL CONNECTOR
As a serial entrepreneur and recognized thought global leader, she bridges the gap between innovation and application, connecting you directly to the minds shaping the future.
PASSION & ENERGY
Driven by a deep personal interest in psychology, transformation and the rise of the East, Ashley is passionate about uncovering the motivations, creativity, and new approaches to business that define success in a changing world.
DON'T JUST TAKE OUR WORD FOR IT.
Ashley Dudarenok’s expertise and insights are recognized globally.
She’s a trusted voice, regularly featured and acknowledged by leading publications
and industry authorities. Her work and insights have been highlighted in:
A FEW HIGHLIGHTS
Hailed as a “guru on fast evolving trends in China” by Thinkers50 (2021) – the world’s most prestigious ranking of management thinkers.
Recognized as a LinkedIn Top Voice (2021) for her influential insights on business and technology.
Listed as one of the Women to Watch in Greater China by Campaign Asia (2022).
Named one of the World’s Top 30 Gurus of Internet Marketing by Global Gurus for four consecutive years (2021-2024).
Consistently acknowledged as one of the World’s Top 100 Retail Influencers by ReTHINK Retail (2021-2025).
This isn’t just about accolades; it’s about credibility. Ashley brings a depth of knowledge and a network of influence that ensures The Hidden Switch delivers unparalleled access and insight.
GUEST NOMINATIONS: HELP US FIND THE NEXT GIANT
We’re on a mission to uncover the world’s most impactful, yet often overlooked, leaders. We’ve got our eyes on founders, CEOs, and innovators from companies like Mixue, DeepSeek, Mindray, Mondray and more. See some of the inspirations below.
But the world is vast, and the hidden champions are many. That’s where you come in. Do you know a visionary leader, a groundbreaking company, or an inspiring founder from an emerging market who deserves to be heard? Someone who’s building something truly transformative, but hasn’t yet gotten the global recognition they deserve?
NOMINATE YOUR UNHEARD GIANT!
Help us bring their story to the world. Your nomination could be the key to unlocking the next major insight for our global audience. We’re looking for leaders with compelling personal stories, unique leadership styles, and companies that are making a real impact in their industries and beyond.
FAQ
The Hidden Switch is a business podcast and videocast that brings you candid conversations with founders, CEOs, and innovators building billion-dollar companies in emerging markets like Asia, Latin America, and the Middle East.
It symbolizes the invisible pivot point in global business: the moment an overlooked giant in China, India, Vietnam or Nigeria flips the switch to disrupt industries. We uncover these game-changers.
The Hidden Switch is the only podcast spotlighting billion-dollar founders from overlooked innovation hubs like Shenzhen, Bangalore, and Dubai. While Western podcasts recycle the same guests, we bring you unfiltered stories from leaders building empires in emerging markets—where 80% of global growth is happening.
Western media ignores giants like Mixue (45,000+ ice cream stores) or GoJek (170 million users) and Swiggy (580+ cities across India). Their founders mastered scaling in brutal markets—their $100M mistakes and guerilla tactics are gold for global business owners.
Raw leadership in crisis, AI/robotics breakthroughs in China, frugal innovation, cultural codebreaking, and personal founder journeys. Think "Scaling without VC fairy dust" or "Why Jakarta’s growth model breaks all Western rules." Via The Hidden Switch we explore business success stories, innovative business models, leadership lessons, global shifts in AI, green tech, robotics, mobility, as more, but most importantly the human stories behind billion-dollar companies.
Visionary founders, CEOs expanding globally, and curious minds tired of Silicon Valley echo chambers. If you believe the next big idea comes from São Paulo—not Stanford—you’ll love this show. This podcast is perfect for entrepreneurs, business owners, forward-thinking executives, and anyone curious about global innovation and leadership.
The next Amazon won’t come from Seattle—it’s being built in a Hangzhou lab or Mumbai garage. We decode emerging-market disruptors entering your industry, so you can anticipate threats, spot partnerships, and future-proof your business.
You'll learn scaling secrets, leadership strategies, and real-world lessons from founders who’ve built global giants under challenging conditions, in the wold’s most competitive markets.
No, it’s for anyone interested in business, innovation, evolving global culture, and leadership. Whether you’re a CEO, investor, or simply curious, there’s something for you here.
Each episode runs 45-90 minutes, featuring cinematic visuals, raw conversations, and deep dives into strategies, leadership styles, and personal journeys.
New episodes drop monthly in Season 1 (launching Q3 2025). Join our Inner Circle for early access and exclusive Q&A voting rights.
Be among the first 1,000 subscribers! Get early episodes + our "Hidden 100" list of under-the-radar companies to watch. Sign up via the email capture on our homepage.
We feature founders, CEOs, and innovators leading billion-dollar companies in emerging markets. These are leaders redefining industries with unique strategies and bold visions.
You can nominate a founder, CEO or innovator by filling out the form on our website. We’re always on the watch out for leaders running $100M+ companies outside the Western spotlight with unique stories and impactful companies.
You can watch The Hidden Switch on YouTube or listen on platforms like Apple Podcasts and Spotify. Follow us on TikTok, X, Instagram, LinkedIn, Facebook, and Telegram for updates.
Yes! Experience cinematic episodes on YouTube with behind-the-scenes tours of factories in Shenzhen or R&D labs in Bangalore. Audio versions are on Spotify/Apple Podcasts.
Ashley Dudarenok is a Hong Kong-based entrepreneur, investor, thought leader, and media personality with 15 years of experience in China and other emerging markets.
Ashley brings 15 years of on-the-ground expertise in China and emerging markets, having helped global companies like HSBC, Johnson & Johnson, BMW, and Disney adapt and thrive in competitive markets. She's recognized as a "guru on fast evolving trends in China" by Thinkers50, named a LinkedIn Top Voice, and consistently ranked among the world's top retail influencers. As an active investor and serial entrepreneur, she bridges innovation and application with unparalleled access to the minds shaping the
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