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"Sierra Asia delivers. For us in China, they brought access, built bridges, developed commanding positions and accelerated accomplishment in China... and we have been working successfully in China for over a decade.""
Patrick Jenevein
Tang Energy Group

"Lee guided us through the ins and outs of the Chinese business and entertainment world, allowing us to avoid many of the common mistakes newcomers to China make."
Robert Nederlander
Jr. President
Nederlander Worldwide Entertainment

"I am particularly impressed with Paula's ability to connect with senior Chinese clients. Her proven track record in adapting and excelling in new business environments and her abilities to understand, appreciate and leverage unique cultural intricacies and nuances will be of particular value to her clients."
Charles Li
JP Morgan, China

"Lee Sands was essential to our efforts to establish the first sanctioned Cooperative Joint Venture in the highly sensitive youth culture oriented music business in China. The depth of his cultural awareness, linguistic skills and familiarity with Chinese Government personnel and process were the practical key to our success in our market entry strategy."
John Dolan
Former Senior Vice President of Business Development
Sony Music

Lee's "tenacity and street smarts win raves from U.S. business."
Business Week

Lee was commended for "developing a negotiating strategy for persuading China to drop a range of restrictions on foreign companies, and to phase out protection for state-run industries."
The New York Times

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Management Team

Lee Sands | Managing Director

Mr. Sands has more than 30 years of work experience in Asia in both the public and private sectors. Prior to founding Sierra Asia Partners, Mr. Sands founded and served as Chairman of MBP Consulting, a consulting practice of Mayer, Brown, Rowe & Maw, a New York-based law firm. While there he advised multinational corporations regarding market access (both entry and penetration) and government policy issues.

Prior to joining the private sector, Mr. Sands worked for the Office of the United States Trade Representative, where he served as chief U.S. trade negotiator with China and Japan from 1991 to 1997. During Mr. Sand's period in office, he formulated U.S. trade policy and negotiated all major trade agreements with China, including China's entry into the World Trade Organization. During this period, he worked closely with his Japanese counterparts in the Ministry of Foreign Affairs and MITI. He also oversaw compliance related to intellectual property rights, telecommunications, insurance and other industries with China, Japan, Taiwan, Hong Kong and Mongolia.

Mr. Sands' more notable achievements during his period in public office included the creation of comprehensive strategies and tactics to address East Asian trade issues, which ultimately assisted U.S. companies in accessing Asian markets. His efforts also created market opportunities for thousands of key U.S. exports. From 1986-88, Mr. Sands worked in the Economics Section of the US Embassy in Beijing, where he won the US Embassy's Reporting Award for his reporting work on China's economic restructuring efforts. Mr. Sands has been awarded the USTR's Distinguished Negotiating Award for achievements.

Mr. Sands graduated summa cum laude from City College of New York in 1973 with a bachelor of arts in Asian Studies; from Harvard University in 1975 with a masters degree in Korean and Chinese language and history; and from Yale University in 1979 with a masters of philosophy in Chinese history, with a specialty in Japanese and Chinese history. Mr. Sands speaks and writes both modern and classical Chinese. He is based in China.

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