About us
We are a future-focused digital consultancy bridging the gap between technology and entertainment. Specializing in blockchain gaming and IT solutions, we help brands and creators unlock new possibilities in the digital space.
From building immersive, player-owned gaming ecosystems to delivering scalable, secure IT infrastructure, our mission is to empower innovation through tech. Whether you’re developing a play-to-earn experience or seeking expert guidance on digital transformation, we bring creativity, strategy, and technical excellence to every project.
Based in Singapore, we partner with startups, enterprises, and creators to shape the future—one digital experience at a time.
the Founders
Bian ZhiGuo 边志国
Founder of Footprints In East, a creative and strategic consultancy specializing in brand development, cultural storytelling, and market expansion across Singapore and Southeast Asia.
A seasoned executive with over a decade of experience in the gaming industry, ZhiGuo has held senior roles at Top Chinese Game Companies, including Kingsoft Technology and Perfect World.
His expertise spans marketing strategy, product operations, advertising management, and regional publishing. At Kingsoft, he served as Marketing Manager for JX Online 3, where he led nationwide campaigns, developed brand strategy, and managed advertising operations, contributing significantly to user acquisition and brand growth in the Mainland China market.
At Perfect World, he held the position of Operations Director, overseeing the release and performance of several mobile games including Cross Gate and Dark Dawn. He played a central role in market planning, channel expansion, and localization for both Mainland China and Southeast Asia. Under his leadership, cross-functional teams delivered multiple successful product launches and achieved strong market performance.
Bian Zhiguo is known for his analytical mindset and ability to translate user behavior data into actionable growth strategies. His strengths lie in cross-department collaboration, long-term media partnerships, and end-to-end execution — from product launch through to user retention and engagement optimization.
Now, as the founder of Footprints In East, he brings this deep industry knowledge and cross-regional insight into the fields of brand consulting and cultural innovation.
Bian LeKun 边乐昆
Co-founder & Design Director of Footprint In Easts, a creative consultancy dedicated to brand storytelling, visual identity, and culturally grounded design for markets in Singapore and Southeast Asia.
With a background in Fine Arts and a degree from the Academy of Fine Arts at Shenyang Normal University, Bian LeKun brings over 15 years of experience in brand design, team leadership, and visual system development. She has served in senior design roles at Beijing HAYA Huanyang Classic Technology Co., Ltd., where he led major visual projects for renowned international brands such as SK-II, Clarins, Origins, and Victoria’s Secret. As the project lead, she was responsible for developing brand visual guidelines, directing team workflows, and ensuring design consistency across all marketing channels in the China market.
Earlier in his career, at Beijing Pengtong Jinyu Advertising Co., Ltd., she worked as a Brand Designer, delivering end-to-end creative solutions—from brand positioning and packaging to VI systems and advertising campaigns. She played an active role in client presentations and execution phases, earning praise for both creative insight and delivery quality.
Bian Lekun is known for her sharp design sensibility, deep understanding of branding principles, and ability to translate abstract ideas into cohesive visual narratives. She excels at guiding design teams, aligning creative work with business strategy, and bridging cross-functional collaboration between creative and marketing units.
As Co-founder and Design Director of Footprint In Easts, she now leads the studio’s creative direction, with a focus on integrating Eastern aesthetics into modern brand experiences and building visual systems that resonate across diverse cultural markets.