10 years ago we started a challenging, fruitful and exciting cooperation with Haier Group in China, one of the world's largest manufacturers of white goods as well as household and kitchen appliances. When we were invited to the headquarter in Qingdao for the first time in February 2012, we would not have expected so many more travels to China and quite some intensive collaboration projects over the next 10 years. One of the biggest challenges is dealing intensively with social, cultural and demographic trends in China and getting to know the different requirements for the kitchen, cooking and living environment in order to be able to develop household appliances for the Chinese market. User-centric thinking and a very high degree of innovation in the field of industrial design and UI/UX are the basic expectations.