How It Started
Who We Are
About Us
For nearly two decades, the people behind MR99 have worked behind the scenes with some of the world's leading luxury brands and their most valued clients in China.
Our work began with brands - but it was always about people. Through private client programmes, international journeys, launches, events and long-term customer relationships, we came to understand how high-value clients travel, what they notice, and what genuinely earns their trust.
Over time, one thing became clear: for people who can access almost anything, value is rarely about having more. It is about knowing what is worth their time, who to trust, and how to reach the people and places that are not always visible from the outside.
MR99 grew from that experience - bringing together travel, lifestyle management and a network of relationships built over years.
Today, we work with private clients, corporate leaders and trusted partners from around the world, offering a more personal way into China.
A Road Through
The Way We Live.
Why Modern Road 99
Modern Road is our way of connecting the worlds that shape a life - travel, culture, mobility, fashion, hospitality and people.
Our Wayfinders help us navigate the road, opening perspectives and connections that cannot always be found on a map.
99, one of China's most enduring symbols of longevity and good fortune, represents a journey designed to continue.
Was born from a belief
That the most meaningful journeys are shaped
By the people, places and possibilities we meet along the way.
Alice Lin
Founder & Managing Director
Alice Lin has spent more than two decades working at the intersection of luxury, integrated marketing, VIP hospitality and international experience design.
A Shanghai native, she began her career in China destination management, welcoming international guests at a time when the city was emerging onto the global stage. Her early work included the inaugural Formula 1 Grand Prix in Shanghai, as well as NBA and ATP programmes - experiences that shaped an instinct for hospitality, cultural fluency and complex on-the-ground delivery from the very beginning.
Over the years, Alice's work expanded across Europe, the Americas and Asia, creating corporate events, incentive journeys and private client programmes for brands including Rolls-Royce, McLaren, Aston Martin, Jaguar Land Rover, Hermès, Saint Laurent, Hennessy and NIO.
These experiences have given Alice a rare perspective among China-based industry leaders: the ability to move comfortably between brand strategy and human hospitality, boardroom expectations and private client needs, international standards and the realities of execution on the ground.
MR99 grew naturally from this experience: taking the relationships, judgement and operational discipline built over decades of serving brands and their most valued clients, and applying them to a more personal way of experiencing China.
In Good Company.
It is how we choose.**
The people we meet.
The places we enter.
The brands we work with.
The experiences we bring into our clients' lives.For MR99,
value is never defined by price, popularity or exclusivity alone.
It is about relevance. Character. Trust.
Something - or someone - genuinely worth knowing.
If it is Good Company, it belongs in the world of MR99.
That is our idea of good company.
People
Places
Experiences
Relationships
The Wayfinders
A Circle of People With Knowledge, Judgement and Access.
The Wayfinders are a carefully selected network of individuals whose expertise, relationships and standing give them a distinctive understanding of their world.
They may come from luxury, culture, hospitality, design, gastronomy, mobility or business. What they share is not simply access, but judgement - an ability to recognise what is relevant, what is exceptional, and what is genuinely worth a client's time.
Their role may take many forms: shaping an introduction, providing cultural context, opening access to a private world, or adding a perspective that transforms the way a place is experienced.
They are not guides or suppliers. They are trusted individuals whose knowledge becomes part of the journey.
Affinity Partners
Good Company Opens New Possibilities.
MR99 has built relationships with a selected network of major institutions and category-defining partners across China - spanning tourism and sports, specialist ticketing, art and culture, hospitality, retail destinations and private communities.
These partnerships extend what we can offer our clients - from priority arrangements and cultural access to distinctive stays, private communities and exceptional lifestyle destinations.
For international partners, MR99 brings a level of care to China shaped by the standards of luxury brands and high-value clients, not conventional destination handling.
Travel, Sports & Ticketing
Institutional tourism and sports partners, together with specialist one-to-one ticketing services where access, timing and reliability matter.
Art & Culture
Leading institutions and cultural partners offering deeper access, expertise and perspective.
Hotels & Retreats
One-of-a-kind hotels, resorts and retreats selected for their individuality, privacy and sense of place.
Shopping & Destinations
Landmark retail destinations with private access and personalised hospitality.
Private Communities
Established private communities bringing together people through shared interests, values and ways of living.