Jinxixi Lyu is a PhD candidate in media and communication department of Vrije Universiteit Brussel since September 2016. She graduated from Northwestern Polytechnical University in Xi’an, China with Master degree on the study of cultural cognition of “Chinese Road” from western perspective. Her current work focuses on the dynamic role of culture in intercultural business communication between European and Chinese partners. Particularly, it aims to investigate the process of cultural mind-mapping working, which is culture power act and react on people’s perception and reaction. For this purpose, individual interview and focus group be conducted in this qualitative research.