Alright – so today we’ve got the honor of introducing you to Dr. Clinton Lee. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Dr. Clinton thanks for taking the time to share your stories and insights with us today. Going back to the beginning – how did you come up with the idea in the first place?
It started with a glass of red wine. A simple wine you might think looking at it, true enough at first glance, but yet complex upon inspection. My wine studies can easily be encapsulated in those opening sentences. Having studied about wines and spirits for over a decade plus and intertwining with further studies on cultural diversity it was extraordinary how each topic was so very different, yet so similar.
As individuals we are similar yet so dissimilar. Consider the English language, spoken across the globe yet sounding so different when spoken by those living in the Northern hemisphere compared to those in the Southern hemisphere. Similarly all grapes, for example, like Cabernet Sauvignon would gladly offer the differences depending where the same grape was grown and how the subsequent wine was made using the same grape varietal.
Manners and etiquette displayed by people also show huge differences from one culture to another, but they are more complex with cultural, situational and environmental influences. As people we need to communicate effectively and respect one another and if we cannot, we are lost. One of the fundamental pillars of life is communication and assisting others to be good at this and hone their individual skills to a higher made was worth while and pressing. This need made it a worthwhile endeavour to pursue.
Manners and etiquette are fundamentally a form of communication and they differ across countries, cultures and generations. Given the global diaspora of so many cultures strewn across the globe it was inevitable possessing the skills to communicate well would be a highly sought after treasure.
Given my formal and informal background, life experiences and openness to cultures I wanted to, and needed this skill, to be shared and passed from generation to generation and be the vital bridge amongst many.
Dr. Clinton, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Dr. Lee is the founder and executive director of the Asia Pacific Wine and Spirit Institute (APWASI) a non-profit organization committed to promoting cultural exchange using wine and spirits as the bridge to greater understanding within the different cultures of the Asia Pacific Rim countries and the wine producing countries. Dr. Clinton Lee is an International Wine Consultant, combining both his business and wine expertise. He has consulted extensively with wineries, winemakers and the wine industry in Canada, USA, Portugal, Spain, Argentina, Chile, China, South Africa, Italy and France with identifying wine brands, blending and marketing of wines.
Dr. Clinton Lee has a Bachelor’s degree in Accounting, an MBA in Finance and a Doctorate in Business Administration. He is a holder of the prestigious APWASI Global Wine and Spirit Professional Designation and has also attained the highest qualification from the Wine Spirit and Education Trust based in London, the WSET Diploma and the Certified International Educator.
Dr. Lee has also attained the Certified Specialist of Wine, Certified Specialist of Spirits designation and the French Wine Scholar (USA). He is a Certified Sherry Educator awarded by the Consejo De Regulador (Spain) and is a wine judge with the Hong Kong International Wine Judge Association.
Dr. Lee is an international wine lecturer and wine writer and critic who has delivered lectures to a wide body of audiences ranging from professional bodies to the wine aficionados. He is a Hong Kong International Wine Judge and a frequent speaker at the Hong Kong International Wine Fair. Dr. Lee has travelled to all the major wine regions of the world and infuses his wine knowledge with his Doctoral knowledge, which was based on Cultural Diversity and organisational culture. Using both of these specialized knowledge streams he effectively projects them as a bridge to explore other cultures. He has taught WSET programs and other wine courses both in Canada and internationally in China, Singapore, Hong Kong and Taiwan Argentina, France, Hungary and Italy.
Having travelled to over 100 countries and working with different hospitality organizations about food and wine and the impact of incorrect pairing, incorporating the influence of culture and the mode and style of life differences made it an easy leap to consider the importance of manners and etiquette in the hospitality, food and communication arenas.
Over the last 2 years Dr. Lee has amassed a social media following of over 2.5 million followers on several platforms. His engagement and interaction with his supporters are formidable and he is a published author and the book title is called “Master the Art of Manners”. His publishers are from new York and his book distributors are Macmillian. His book was officially launched this year in October and available online with Amazon all fine book stores globally. Dr. Lee is currently involved in his preparation his intended TED talks and is planning a movie about manners and etiquette.
Using this platform he is an international speaker, consultant and uses his knowledge of wine and spirits to promote cultural interaction in a positive way and of course etiquette and manners. The Institute offers 27 courses and each online course has an important cultural immersion component which sets these courses as unique.
Dr. Lee appreciates and understands the world is undergoing seismic shifts in all areas from geopolitics, culture technology to generational change. By sharing and spreading the positive aspects of mutual respect towards one another based on the concepts of cultural understanding through practising correct manners and etiquette towards one another we can try and make this world a better place for everyone at the very least show a marked improvement upon which further progress can be made
Have any books or other resources had a big impact on you?
We live in the information age where we are faced with an overwhelming amount of information and knowledge. It is vital that we sift through the mountain of information we deem important as our time is at a premium. Certainly in the last 5 years social media has exploded with such ferocity it would be unthinkable for anyone who wants to keep a pulse on the trends and happenings across the globe not to be watching or reading some social media platform. However, certain classics like Sun Tzu – the art of war – Miyamoto Musashi – The book of 5 rings – Works from Plato, Aristotle and Socrates, Confucius, Rumi and countless others are a must read. They are a basic necessity to give one a basic foundation as you have the masters next to you when you read their works.. Having this base enables you to understand deeply and you can assess subsequent information and correctly place them in terms of value. You will have the gift to discern if the information, books, articles should they be devoured and remembered or read in parts or ignored entirely.
Read about history as it repeats itself.
Any insights you can share with us about how you built up your social media presence?
I would suggest you follow the Japanese approach to life of Ikigai. Do something you are good at
Do something you like and enjoy
Do something others want to hear, follow or buy
Do something that makes money.
If you follow this general broad approach all the other principles of marketing fall into place easily.
If you cannot follow this then reassess your need about social media and business
Be true to yourself, to your audience and above all do not let social media comments pierce your inner serenity.
Contact Info:
- Website: www.apwasi.com
- Instagram: https://www.instagram.com/apwasiwine/
- Facebook: https://www.facebook.com/Apwasi
- Linkedin: https://www.linkedin.com/company/asia-pacific-wine-and-spirit-institute/
- Twitter: https://twitter.com/apwasiwine
- Youtube: https://www.youtube.com/@APWASICHANNEL