Temu is now the most downloaded app across Europe. A Chinese e commerce platform that grew fast enough to push aside long-established Western players.

I wanted to understand the mechanics behind this shift, so I invited sustainability expert John Pabon back to Emerging Markets Today.

John lived ten years in China and saw the country move from the wild factory era to a more regulated system.

He explains how Temu scaled through logistics, supplier depth and influencer culture, and how China’s internal reforms shaped that growth. We talk about labor rights, fast fashion, greenwashing and the difference between Temu’s business model and Shein’s public messaging.

John is direct about what buyers get wrong, what companies hide and what the sustainability world avoids discussing. This conversation gives a clearer picture of China, Temu and the global retail system behind them.

Watch the episode on Spotify or video, or read the full analysis on Substack:
https://emergingmarketstoday.substack.com/

Also listen to my first episode with John here: https://emergingmarkets.today/china-the-global-leader-in-sustainability/

More from John Pabon:
Website: https://www.johnpabon.com/
The Great Greenwashing: https://houseofanansi.com/products/the-great-greenwashing
Sustainability for the Rest of Us: https://www.adlibris.com/sv/bok/sustainability-for-the-rest-of-us-9780648918431

00:00 John Pabon joins the episode
03:10 The EU map where Temu dominates
05:23 Why Temu scaled so fast
09:44 China’s sustainability shift
12:54 Should you feel guilty buying from Temu