In this episode of The Negotiation Podcast, host Todd Embley is joined by Jacob Cooke, CEO of WPIC Marketing + Technologies, to unpack the significance of Canadian Prime Minister Mark Carney’s visit to Beijing—the first by a Canadian prime minister in eight years.

Jacob provides a timely analysis of what this visit signals for Canada–China relations after nearly a decade of diplomatic and trade tensions. The discussion focuses on why the visit itself matters, particularly as Canada navigates U.S. tariffs, economic pressure at home, and shifting global trade dynamics.

The conversation explores what Canadian businesses are hoping to see from the trip, including reduced friction, improved market access, and momentum on longstanding trade issues affecting sectors such as agriculture, seafood, and pet food. 

Turning to consumer brands, Jacob examines how Canadian companies like Lululemon and Arc’teryx continue to compete in China amid the rise of guochao and strong domestic players such as Bosideng. He explains why success in China is less about nationality and more about performance, quality, and lifestyle positioning.

Finally, the episode looks ahead at whether a diplomatic reset is necessary for renewed Canadian investment in China—and how improving political ties can help restore confidence in boardrooms, even without immediate policy breakthroughs.