From sociology to SEGA: How the University of Melbourne shaped a world view
Chinese-born Zihui Xu straddles three cultures seamlessly – growing up in Wuhan in central China, she studied at the University of Melbourne and now lives in Tokyo working as an IP licensing manager for SEGA, a Japanese video game company. She plays electric bass guitar in a band in her spare time.
Zihui cites a transformative moment eight years ago in a tutorial room at the University’s Parkville campus as having set her on this global path. Coming straight from high school in China, her world view shifted during her very first tutorial in her sociology major for her Bachelor of Arts. Her classmates and tutor were discussing advertisements in the media that showed how women’s power was undermined by men.
“I found the discussion mind-blowing,” Zihui says. “I had never heard of the concept of ‘patriarchy’.
“From that point onwards, I started questioning societal structure around me, everything that I had taken for granted. China can be very patriarchal, yet I had never seen it that way until that moment. Once you see, you cannot unsee.”
Zihui had a strong feminine role model in her life – her mother. “In China, everyone thinks that the humanities is not practical,” she says. “It won’t get you a job. ‘Do engineering, medicine or economics,’ they say. But my Mum knew me and encouraged me to follow my heart to study sociology and the humanities.”
Coffee, culture and the Ballieu
Zihui’s undergraduate years were a mix of rigorous study and city exploration. She and her friends, who came from Chinese, Japanese and Korean backgrounds, spent much of their time at the Baillieu Library, Australia’s first purpose-built university library with an iconic spiral staircase.
“We sometimes even stayed there all night finishing our assignments, falling asleep at our desks,” she says. “We felt it was our special meeting place.”
When Zhui and her friends weren’t studying, they spent time exploring Melbourne’s famous laneways and neighbourhoods, scouting out inexpensive Asian restaurants and good coffee. “Before I came to Australia, when you said ‘coffee’ I thought Starbucks, but after living in Melbourne, I realised there is so much delicious coffee to choose from.”
She loved this cultural immersion and planned many adventures for her final year of study.
She particularly loved inner-city Fitzroy, with its many interesting independent stores, street art and cafes – and great coffee.
After Zihui returned to her hometown for the summer holidays at the end of 2019, her world changed. As the COVID-19 pandemic took hold and borders were closed, she found herself locked down in China, in the city where the pandemic began, unable to return to Australia in 2020 to finish her degree in person.
“I was heartbroken,” she recalls. “My friends kept asking: ‘When are you coming back?’, but I couldn’t. I never had the chance to say goodbye in person and could only see them on screen.”
Ultimately, she graduated with a BA (Media, Communication, Sociology).
Segue into SEGA
After her experience in Australia, Zihui had the courage to embrace another country and culture. Towards the end of the pandemic, in 2021, she left China again and moved to Japan, where she enrolled in a Master of Media and Governance at Keio University. She is now fluently trilingual in Mandarin, English and Japanese.
For the past five years in Tokyo, Zihui has immersed herself in another passion: gaming, where she found her first permanent job. In her role at SEGA, she bridges the gap between sociology and software. Her team oversees the entire lifecycle of game licensing projects, from initial planning and concept development to launch, live operations and even service closure, ensuring both IP alignment and smooth execution in the global market.
“We work across different stages and teams to align priorities and keep the project on track,” she says. “It’s challenging but exciting, as we bring everything together into a cohesive experience before it reaches players worldwide.”
With Tokyo’s coffee unable to match her Melbourne memories, Zihui would love to return soon to the University and city that had a transformative impact on her life. She dreams of walking back up the Baillieu Library’s spiral staircase and sitting in a Brunswick Street, Fitzroy café with her mother – her inspiration and favourite traveling companion.
Fast five with Zihui Xu:
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- Definitely try to make friends with students who aren’t from your cultural background. I didn’t make many friends who weren’t Asian, Korean or Japanese, but I wish I had.
- Venture out of your comfort zone. Try new experiences. Be adventurous.
- Don’t avoid doing something because you feel you might be embarrassed if you’re not good at it. It will be a missed opportunity that you might later regret.
- Make sure you understand all the referencing required of you in your essays. If you don’t, this can detrimentally affect your marks.
- Find a place that serves good coffee (not difficult in Melbourne).
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- Keep growing
- Question continuously
- Never take anything for granted
- Be completely transparent – honesty is not enough.
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- Gaming
- Linguistics
- Playing electric bass guitar in a band
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- Boundaries: protecting my positive energy and mental space
- Caring for people who are important to me
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My Mum. She’s my role model. She encouraged me to come to the University of Melbourne to study sociology and never stops believing in me. Also, she’s my favourite travelling companion.
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