UPM Graduates Life: The lights of Shanghai

Maximilian Buskohl

UPM Graduate, Communications

This is the second post of a blog series sharing my experiences in the UPM Graduate Program. Throughout 2025-2026, the series follows my Graduate rotations across various communications departments within the company.

Part 2

Living in Helsinki means gradually discovering the charming quirks of Finnish culture, among them a notable fondness for karaoke. Step into one of the city’s many karaoke bars, and it won’t be long before you encounter an exotic sounding Finnish evergreen called Shanghain valot – The Lights of Shanghai. In it, pop singer Annika Eklund evokes the nocturnal magic of a distant place on the other side of the world. Hearing the song in a Helsinki karaoke bar last summer, I had no sense that it would soon take on a very personal significance for me, leading directly into the next chapter of my Graduate journey.

The road to Shanghai

When discussing rotation destinations at the start of the Graduate year, I was eager to choose a position that would challenge me and offer a new perspective on communications beyond my work at the UPM Group level. When I was offered a placement with Adhesive Materials’ MSC (Marketing, Sustainability and Communications) team, it sounded like an excellent opportunity to expand my expertise in business- and product-related communications. It also gave me a chance to experience everyday life in one of today’s most dynamic economic and technological environments.

With Annika Eklund’s song playing somewhere in the back of my mind, I accepted the rotation offer on the spot. Having only recently relocated to Finland and joined UPM that summer, I was already looking forward to my next international experience. After preparatory meetings with my Chinese manager Christina and a remarkably efficient visa and accommodation process facilitated by the Finnish and Chinese HR teams, I soon found myself on a plane to Shanghai.

Getting settled

Arriving in Shanghai made it immediately clear that life there moves very differently from Helsinki. The sheer difference in size, pace and many cultural aspects of everyday life required some time to adjust to. Fortunately, this was not the case at work. Thanks to the warm welcome of the Adhesive Materials Shanghai team and the continuous support of my MSC colleagues, I quickly navigated the new-to-me organization and managed many of the practical challenges of my new Chinese daily life as well.

UPM Graduates Life: The lights of Shanghai

My everyday working neighborhood, with the office in the second tower from the right.

One of the privileges of my rotation was experiencing Chinese working culture firsthand and seeing how UPM’s values were put into practice. While national characteristics inevitably shape ways of working, I could clearly feel the global UPM spirit of mutual trust, cooperation and ambition among my Chinese colleagues. This familiar working environment made integration easy and offered a steady base during my rotation.

Great office views…

…and team spirit!

Rebranding and strategy transformation campaigns

Reinforcing UPM’s corporate transition to a multi-business material solutions company, Adhesive Materials transformed into a larger organization shortly before I joined. It was now offering not only label materials but also graphics solutions and specialty tapes, all united by its core expertise in adhesive technology. In line with the global rebranding, Adhesive Materials’ Asia-Pacific organization had launched an ambitious transformation strategy to enhance its performance in the region.

To help customers in the English-speaking markets in Southeast Asia and Oceania understand the new business structure and product portfolio, I prepared a content library for newsletters, media articles, advertising, and social media. Highlighting how Adhesive Materials’ expertise addresses industry needs challenged me to think from varied customer perspectives across the markets. In addition, I developed two internal change communication campaign concepts to ensure that the new business structure and transformation strategy were well understood across the organization.

Labelexpo Asia

Right from the first planning sessions, Labelexpo Asia 2025 was set out as the center of my rotation. Held at the Shanghai New International Expo Centre during the first week of December, the exhibition gathered labeling‑industry players from across the Asian and Oceanian markets. Taking part in the project’s preparation and execution was an invaluable lesson in customer communications and brand and product marketing.

Turning Labelexpo into a success required a lot of preparation from various angles – booth design, program planning, logistics, staffing, narrative, and content development. Our strategic objective was to communicate the unique value proposition of Adhesive Materials’ label portfolio as clearly and tangibly as possible. Our exhibition theme “Connecting with your ambition” condensed the core messages into a central headline and shaped the booth design, with overhead bridge structures creating a visual connection between the four corners. Each corner was dedicated to one main topic – adhesive performance, innovative end-use opportunities, and service excellence – with one corner serving as a customer and media reception area. Content was presented through interactive touchscreens and engaging wall displays, while the center of the booth functioned as a presentation area with a large screen showing our bespoke exhibition video.

All set for Labelexpo.

The video illustrated our dedication to customers and the performance of our labels by following a couple through different environments. Their close dancing in the first part symbolized both the strong adhesive bond of our labels and the partnerships we build with customers. Scenes set in the dry heat of the desert and the cryogenic cold of outer space highlighted the versatility of our label portfolio under the most demanding conditions.

A professional crew filmed the video over two days. Spending time on set was a standout experience that showed my team’s commitment to creating an exhibition presence with real impact. During postproduction, I helped develop the written content that accompanies the final visuals.

(Click on a photo to enlarge it.)

On-site at Labelexpo, our sophisticated booth design stood out from the crowd and left its mark across the exhibition halls. Seeing the concept come to life and create real resonance was a genuine moment of insight for me. By observing competitors and interacting with customers each day, I realized how strongly a business’ impact depends on effective communication, especially the ability to make its offering and differentiators tangible. Translating the quality of Adhesive Materials’ solutions into the quality of our presentation and customer experience at Labelexpo created meaningful added value and highlighted the strategic role of communications as both a market differentiator and a vital link between business and customers.

(Click on a photo to enlarge it.)

Alongside our booth presence, we hosted several customer events. Meeting customers throughout the week underlined the importance of developing relationships on a personal level, even in times of increasing digital communications. I helped organize a full‑day customer visit to the Adhesive Materials factory in Changshu, giving us a valuable opportunity to present our technology and hear directly about customers’ needs and perspectives. In addition, we invited our customers to a dinner evening on a cruise ship. Gliding along the illuminated Shanghai skyline on the Huangpu River at night was truly unique, and perhaps the ultimate realization of the promise Annika Eklund’s song had made to me back in Helsinki.

(Click on a photo to enlarge it.)

The journey continues

My rotation in Shanghai provided unforgettable professional and personal experiences. Relocating to a completely different environment for several months and fully immersing myself in Chinese and Shanghainese professional and cultural life took me to unexpected places and shaped me in profound ways. Joining Adhesive Materials and working alongside my Chinese colleagues was immensely valuable, enriching not only my communications expertise and business insight, but also my personal perspective.

With one rotation ending, the next one is already in sight. Back in Helsinki, I will join UPM’s Public Affairs team. This promises to be another milestone in my Graduate journey, allowing me to deepen my understanding of stakeholder relations.

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