Q&A with Rachel Yihui Lin ’13

When Rachel Yihui Lin became NU Club of Beijing president in 2023 — after serving on its board for seven years — she took the helm of an active group whose 1,100-plus members span generations and hold degrees from a variety of Northwestern programs.

Lin, who is chief financial officer of the fast-rising Chinese health food brand Little Yellow Elephant, didn’t just sustain the club’s momentum — she accelerated it. Under Lin’s leadership, the club has launched innovative programs, including an online video channel and a podcast that document the life stories and career journeys of Northwestern alumni in China. Other activities include career panels, group trips and social outings, and events for current and prospective Northwestern parents. She also manages communication for more than 1,000 alumni in Beijing in the club’s WeChat messaging groups and has collaborated with other Northwestern- and Kellogg School of Management–affiliated alumni clubs in Shanghai, Shenzhen and Hong Kong.  

Lin’s high-octane leadership and service to the University have been well recognized. One year after naming the NU Club of Beijing its Club of the Year, the Northwestern Alumni Association (NAA) named Lin its 2025 Club Leader of the Year.  

As a high school student in China, what attracted you to Northwestern?  

I felt welcome. I could talk to anyone and be included in any group. The location was another highlight. Evanston is a beautiful college town, and I saw the opportunities and resources available in Chicago — not only corporate but also art and music. Northwestern also had a strong alumni community in Asia. And finally, my favorite color is purple, so everything looked beautiful to me.  

What was especially impactful about your undergraduate experience?  

I was a double major in economics and art history. [Associate professor emeritus of art history] Robert Linrothe taught me about being persistent and following your passion. I’m also passionate about giving back to the community. I was involved with Habitat for Humanity and organized a spring break trip to New Orleans to help build a house. I learned how important community service is to American society and how it connects people.  

I also learned about the difference between a job and a career. In Chinese culture, you’re taught to find a good money-making job. But a career is something different. It fulfills you. At Northwestern, I discovered I could follow my heart and find what I truly love. I’ve been an entrepreneur for most of my career. I like to open up new possibilities for brands.  

What led you to the NU Club of Beijing?  

I joined the club in 2016 when I moved back to Beijing and became the club’s social chair. We have a strong and capable team. Though they are busy with their own careers, they are true givers and committed to the club. We’ve become friends and family who want to make these opportunities possible for other alumni.    

What do alumni gain from the NAA?  

For young alumni, the NAA is the perfect platform to network and find friendships. Young alumni can meet people their age or someone who has a senior position in a big company. Many older alumni come to our events to make new friends or serve as mentors for younger alumni. Having the same college experience is a powerful trust-building platform.