Cindy Lien grew up alongside her parents who were active in business and commerce communities, but she does not display the sharp edge often seen in second-generation entrepreneurs. Instead, she speaks in a gentle yet steady manner, offering a reassuring presence. When facing assignments and challenges, she rarely complains and approaches everything with a positive mindset. She is rational in her work, yet attentive to others and committed to shared growth and mutual good. It is perhaps these qualities that have shaped the Cindy Lien we see today.

Cultivating Diversity and Inclusion, Even in Carrying on the Family Business

Cindy's parents pursued entrepreneurship in South America when they were young. She grew up in Ciudad del Este, a culturally diverse city bordering Paraguay, Brazil and Argentina. This upbringing enabled her not only to become fluent in Mandarin, English, Spanish, and Portuguese, but also to develop a respect for cultural differences and the ability to engage thoughtfully with people from diverse backgrounds.

From an early age, Cincy worked in her parents' international trading and department-store businesses, gradually becoming a trusted assistant for her parents. While studying in the United States, she spent most summer and winter breaks traveling to Asia to support sourcing and procurement. After entering the workforce, she continued to assist the family business, Maxi Home, at times even taking leave from her own job to do so. Although her personal passion lay in graphic design and she wrestled with the decision to take on the family business, she ultimately chose to step up when the time came, embracing the responsibility and the challenge of leading a team.

Understanding People and Showing Respect Make Work Fulfilling

Cindy currently serves as the Procurement Director at Maxi Home, where she oversees supply-chain sourcing, market research, and cross-border decision-making. She is responsible for evaluating brand selection, pricing strategies, warehousing and logistics, and overall product mix. "Procurement has a direct impact on profits," she notes. "With so many options, one must carefully select products while managing time, costs, and shipping volumes." She stresses that procurement relies heavily on accumulated experience. Beyond price considerations, it requires careful attention to consumer preferences and the ability to make timely judgments.

For Cindy as a second-generation entrepreneur, team building is another major challenge. She observes that staff turnover can sometimes be faster, and harder to manage, than product cycles. In her view, everything begins with understanding people and showing respect. She places strong emphasis on internal communication and team members' well-being. She also expresses deep appreciation for the long-serving employees who have helped her parents safeguard the company over the years, hoping for their continued support. Only when a strong sense of trust and team spirit is in place, she believes, can management systems truly function.

This belief in shared growth and mutual good extends beyond the company to society at large. Recalling the COVID-19 pandemic, Cindy recalls that while many businesses suspended operations and procurement activities came to a halt, her company chose an opposite path. During the most difficult period, they provided essential supplies to support vulnerable families, participated in charitable initiatives, and assisted with free medical services. What they care about goes beyond business operations to include the well-being of society and the country as a whole, and how they can help others in times of need.

WTCCJC Veteran and Go-To Problem Solver

The influence of Cindy's parents extends beyond their business achievements and positive values to include a deep emotional connection with Taiwan. As she was not born or raised in Taiwan, her parents founded the Colegio Dr. Sun Yet-Sen in Ciudad del Este, allowing Cindy to learn Mandarin and stay connected to her cultural roots from an early age.

From an early age, Cindy accompanied her parents to events around the world and became familiar with the chamber of commerce community. Her parents’ active involvement in business associations gradually shaped her global outlook. In 2010, when the World Taiwanese Chambers of Commerce Junior Chapter (WTCCJC) was established, Cindy served as a first-term board member, becoming one of its founding members. As the junior chapter marks its 15th anniversary, she has witnessed its growth and continuity, an experience that has left a meaningful and heartfelt imprint on her.

For many years, Cindy has been busy balancing the demands of family and work. Encouraged by friends, she applied for the 2025 Global Young Entrepreneur Stars Award, an experience that unexpectedly became a journey of self-reflection. During the process, she took on nearly every role in overseas community affairs, from logistics support, photography, and emceeing to designing key visuals for main events, hosting distinguished guests, and planning event programs, both on stage and behind the scenes. "This drive really comes from my family," she said. "At the time, I was simply focused on learning and making sure every event ran smoothly. Over time, I reazlied that I have a way of connecting people, like a bridge." 

Believe in Yourself, and You Will Shine.

Cindy believes that passion and self-belief are essential in whatever one chooses to do. “"Just follow your heart," she shared. "Those who believe in themselves will shine. When I light myself up, I can light up others. When we light one another, we shine together." She observes that in today's highly competitive environment, many people are unable to pursue what they truly want due to external pressure. Precisely for this reason, she believes it is important to remain grateful to those who have offered support, to remember one's roots, and to use one's own light to illuminate others.

Earlier this year, Cindy helped establish the Charity Committee of the WTCCJC and served as its inaugural chair. Together with her mother, Shu-Fen Chen, the chair of the Women's Affairs Committee of the World Taiwanese Chambers of Commerce, she co-organized a fundraising campaign for the Taiwan Foundation for Rare Disorders. Cindy leads by example and demonstrates how she touches and changes lives through her own life, building a virtuous cycle of goodwill.

---