The Path of an Expert: The New Head of the School of Asian Studies, Alexey Efimov, on China, Career Choices, and Training Modern Specialists

Alexey Efimov

© HSE University

Alexey Efimov has been appointed Head of the School of Asian Studies at the HSE Faculty of World Economy and International Affairs. He brings with him 18 years of experience of living and working in China. Alexey Efimov was involved in opening the RIA Novosti bureau in the People’s Republic of China, took part in establishing the Sputnik China news agency, and from 2019 served as Deputy Trade Representative of the Russian Federation in China. Elizaveta Trubnikova spoke with Alexey Efimov in an interview that sheds light on how a career path from analyst to journalist and diplomat in China shapes one’s understanding of the East, why soft skills are crucial for today’s international affairs professionals, and what prospects lie ahead for the development of the School of Asian Studies.

— Our congratulations on your appointment as Head of the School of Asian Studies at the HSE Faculty of World Economy and World Politics!

Before asking about your future plans, we would like to talk about your background. You are a graduate of the Institute of Asian and African Studies at Lomonosov Moscow State University, an economist specialising in Asian Studies and a translator. Your career began in journalism and PR—what influenced this career choice?

— I enrolled in the Faculty of Social and Economic Studies at the Institute of Asian and African Studies in 1988 and graduated in 1994. These dates speak for themselves: I began my studies still in the USSR, spent my early years more or less successfully studying the history of the Soviet Communist Party and socialist political economy, and by the time I was writing my graduation thesis (if I remember correctly, on the formation of the stock market in China), I was already drawing on the works of Western economists. Moreover, I left for a traineeship in Beijing from the USSR and returned to an independent Russia. In short, by the time of my graduation, career prospects were extremely uncertain—both for me and for my peers—and the key question was whether to link one’s future life with the country studied at university.

A university education is valuable not only for the knowledge it provides, but also because it broadens horizons and develops the ability to explore and to learn. Graduates of the Institute of Asian and African Studies were readily recruited by the rapidly developing private sector. True, in many cases this meant that knowledge of an Asian language had to be put away on the back shelves of one’s mind. Those of my classmates who did not enter the diplomatic service chose the path of entrepreneurship and over time rose to very significant positions.

As for me, during the first years after graduation my work was not directly connected with China. I worked in private business, at the Bureau of Economic Analysis, in PR departments of major Russian companies, and later moved into the economic section of newspaper journalism. Yet the desire to return—in a broad sense—to the East was always there, wherever I was and whatever I was doing. That is why I did not hesitate for a second when I learned about the plans of what was then RIA Novosti to open a fully fledged bureau in China. From my position as head of the economics desk at a major newspaper, I sent in my CV, went through the interview process, and left for China—a country I had loved since my very first encounters with the textbook The Beginner Course of Chinese by Tamara Zadoenko and Huang Shuying, and with the authors themselves. In August 2004, I found myself back in Beijing.

Journalism is a wonderful profession, but it is also a demanding one, especially foreign correspondence. It requires an exceptionally broad outlook, strong communication skills, and the ability to explain what is happening in the world clearly, accurately and engagingly

At a serious level, it is comparable in complexity to academic research, expert analysis and diplomatic work: scoops and breaking news matter, but it is equally important not to cause harm, to be careful and attentive in one’s statements. Finally, journalism offers an excellent opportunity to satisfy one’s own curiosity and, in the best sense, to pass it on to readers. In my view, that is a very valuable thing indeed.

— Your professional career can be broadly divided into three stages: the media sphere (RIA Novosti, Rossiya Segodnya), the corporate and analytical sphere, and the state and diplomatic sphere (the Trade Mission of the Russian Federation in the People’s Republic of China). How did your perception of the country and of relations between Russia and China change as you moved between these stages?

— One’s perception of China really does change depending on where you work and whom you interact with.

As I have already said, the media track is very broad.

It was always a pleasure to see the Chinese side’s interest in Russia, their goodwill in communicating with a correspondent from a Russian media outlet, their readiness to offer advice or simply to chat in a friendly manner

I always tried to respond in kind. One particularly interesting experience was the establishment of an official press centre on the basis of the RIA Novosti representative office. It hosted quite frank discussions between Chinese and Russian experts on a wide range of bilateral issues, while senior Russian officials addressed Chinese journalists there. I should note that almost without exception these briefings and expert round tables (often with experts joining in from Moscow) were conducted in an atmosphere of exceptional goodwill and mutual respect, regardless of how sensitive the topics under discussion might have been. A separate story is the organisation of broadcasting to China. As owners and administrators of a Chinese-language information portal (within the Sputnik representative office there was even a recording studio for online radio broadcasting), we could always see which topics were of greatest interest to the Chinese audience, what was worth explaining in greater detail, and what they considered unnecessary.

The corporate and analytical stage was entirely different. At the same time, it made clear the deep connection between an abstract interest in Russia and concrete trade and economic ties. Here, abstraction is filled with substance: mutual respect is transformed into substantive discussions and contacts and, ultimately, into applied investment and trade projects.

I moved into public service at the Russian Trade Mission in the PRC at the end of 2019—and three months later the pandemic began. China closed itself off from external contacts; all communication, even within the country, shifted online, and travel to and from Russia was out of the question until 2023. Closed borders, to put it diplomatically, complicated interaction, since any contacts—especially in the East—are best built face to face. During this period, the Trade Mission in many respects became an ‘economic consulate’ for legal entities: we had to deal with the most unexpected problems, including, for example, organising supplies of medical equipment and consumables from China to Russia or ensuring the seamless cross-border movement of cargo in the opposite direction. At the same time, the informational and educational mission did not lose its relevance even in those circumstances.

Nevertheless, even in the years of isolation, interest in Russia and in bilateral relations did not disappear and helped us resolve many problems faced by Russian businesses. It was at this time that we witnessed—and to some extent initiated—a genuine awakening of interest among Russian foreign-trade participants in the East in general and China in particular. There was an explosive growth in China-related enquiries: from basic questions such as ‘where to buy and how to pay’ to strategic ones like ‘where to invest.’ In this sense, the underlying demand for accurate and adequate information about China for Russians, and about Russia for their Chinese counterparts, once again intensified. Incidentally, at that time I produced a series of videos about Russia in Chinese, each of which attracted hundreds of thousands of views. I hope I made a small contribution to strengthening mutual understanding.

Did my perception of China change over these years? Undoubtedly so, especially compared with my student days.

China is a complex and fascinating partner, highly specific in many respects

It firmly defends its national interests. Yet at the same time it is friendly and hospitable—it simply does not allow what it considers harmful to itself.

Alexey Efimov

© HSE University

— Has China itself changed significantly over this period?

— ‘Significantly’ is actually an understatement. The changes have been colossal. I remember my first trip to China in 1991—we were, I believe, the first exchange group between Moscow State University and Peking University. We travelled by train. My first impression was the border town of Manzhouli, which at the time was an underdeveloped railway stop.

When I returned to Beijing for a long-term assignment in the early 2000s, it was an entirely different China. The country was developing at a rapid pace: high-speed trains had appeared, electric mopeds filled the streets, and expressways connected cities across the country. Travelling around China—whether by train or by car—had become far more convenient. I remember taking my first ride on the Beijing–Shanghai high-speed train. I did manage that one. But I never got the chance to travel on the Beijing–Lhasa railway line, which also opened during my time working in the country.

Journalism is a rewarding profession. It allowed me to see China from many different angles. I attended the opening of the 2008 Olympic Games and was also present at the Jiuquan Satellite Launch Centre for the launch of the rocket carrying China’s first female taikonaut, Liu Yang—an unforgettable sight.

And, of course, the streets of Chinese cities have transformed dramatically. Ultra-modern buildings, infrastructure, and amenities. The total penetration of online services. There has been an obvious improvement in environmental conditions: for example, in the winter of 2014 there were days when visibility in urban smog was limited to just a few metres (I remember one drive to the airport when the roadside verges of the motorway were hidden in a dirty yellow haze), whereas in recent years this has no longer been the case. Today, roughly 40–50 per cent of cars on city streets are electric vehicles with green licence plates.

— Based on your experience of working with Chinese officials, Russian businesspeople, and Western colleagues, what is the most persistent myth about China (or about Sino–Russian relations) that you have most often had to debunk? And what, on the contrary, is often overlooked?

— The myths have changed over time. In the 2000s, the most widespread myth was that of China’s total poverty and destitution. People would arrive and be surprised to discover a fairly developed society.

There was also another myth—that everything in China could be bought for next to nothing, brought to Russia and sold at a profit. Closely related to this is the modern illusion that China is the largest market in the world. Many still believe that all one has to do is enter the Chinese market and countless consumers will eagerly buy everything on offer.

But the reality is different. China is not just a large market—it is an incredibly competitive one, where you have to compete both with global brands and with domestic producers. Securing a foothold here requires enormous resources, and success is by no means guaranteed.

— If in the twentieth century an expert in Asian studies was primarily a scholar or a diplomat, your own experience includes roles as a media manager, a GR specialist, a business analyst, and a public servant. How do you think this profession of an expert in Asian studies will look in the future? What should students pay particular attention to?

— I do not think the profession will change radically. I believe that such an expert is a professional with a broad university education and outlook, and a diplomat by nature. Above all, this should be a person with a lively mind: curious, open, tolerant of difference, and capable of deep analysis. And, of course, an excellent communicator. After all, soft skills are now coming to the fore for any international professional, and for those working with the East they are especially important. Where directness often does not work, approaches based on respect, patience, and a sincere desire to understand one’s counterpart are far more effective. That is precisely what I would advise students of Asian studies to focus on.

— Is simply knowing the language enough for an expert in Asian studies today? What new ‘languages’—digital, professional, or cultural—need to be mastered in order to be heard and effective in contemporary Asia?

— Language is important, but it is by no means the key competence. I like to see people in the profession who come to it with genuine respect for and interest in the country. Yes, one may not share certain views held by one’s counterparts, but it is essential always to remain ready and open for dialogue.

The main thing is the ability not merely to listen, but to hear. To show real, unfeigned interest in one’s interlocutor, in their story and worldview

To look for points of contact not only in business documents, but also at a human level. That is what creates genuine connection and makes a specialist truly effective.

— What goals do you set for yourself as you take up the position of Head of the School of Asian Studies at the HSE Faculty of World Economy and International Affairs? What tasks and plans lie ahead for the school itself?

— As the well-known Chinese statesman Mao Zedong once observed, ‘the prospects are bright, but the road has twists and turns.’ On the other hand, in his poem Reascending Jinggang Mountain, he also noted that there are no insurmountable tasks for those who are not afraid to climb mountains: one can pluck the moon from the ninth heaven or catch a turtle from the depths of the five oceans. That is precisely what I plan to do together with my colleagues—a highly professional team of lecturers and mentors.

I would like to see students with a spark in their eyes. I want their interest in the East to be supported not only by deep knowledge of history and culture, but also by an understanding of today’s complex reality—politics, economics, and social processes. I want each graduate, by the time they complete their studies, to have a clear and conscious sense of their future direction.

One of our key objectives is to work more closely with the real demands of the labour market, as students often have a rather vague idea of their career path after graduation. I am not yet ready to speak about specific plans, but there are ideas on how to strengthen the practice-oriented component of both the educational and research tracks and to place greater emphasis on career guidance.

Ideally, we should reach a situation in which a student’s enthusiasm and personal interest in a region are transformed into a conscious professional choice. Then work will become a continuation of their hobby, an extension of their love for the East.

And now on to a quick-fire round:

— A country you would like to return to?

— Of course, I would always be happy to return to China. But beyond that, I would very much like to visit Korea—both South and North. Japan is alluring, Laos is intriguing… In short, everywhere in this region interests me.

— A professional credo or a term you often use?

— As one character in a Soviet writer’s work says, ‘life runs ahead of dreams.’ But speaking seriously, from a professional point of view I feel close to the Confucian approach to work and communication: the noble man is sociable but not partial. And, of course, I sincerely agree with the idea that the power of imagination grows as knowledge expands.

— A moment in history you would like to experience?

— I am quite content with the present moment in history.

— What would you recommend to students of Asian studies?

— Above all, always stay at the cutting edge of information and remain active. Only through communication can one come closer to understanding the processes taking place in a country or region. It is important to remember that becoming a specialist is not a one-off goal, but a continuous process.

Of course, I would also advise developing soft skills, staying curious and open to the world, striving to learn new things, travelling, and treating all people with respect.