As a lawyer with a master degree in business, Biranit decided to give in to her entrepreneurial cravings and moved to China. After gathering valuable management experience in Hangzhou's Hospitality Industry, exposed to the cultural differences and challenges while working with local employees, she decided to establish her own trading and consulting company in Shanghai in 2016 and named it after the word "Awesome" in Hebrew: "Yoffi".
As entrepreneur with a project management background, Alex started his journey in China with attending a master's degree in business administration in Shanghai in 2013. Soon after he joined a large packaging corporation to manage projects all over China. Foreseeing the opportunity of a growing market, alex joined Yoffi as a partner in 2016.