top of page


Glass Buildings

Incorporated in 2021, Heima Consulting is a boutique consulting firm specializing in Chinese Market Consulting, Culture & Creativity Consulting, Sino-Icelandic Market Training Programs, and Talent Hunting.

In the Icelandic context, Heima means 'home' or 'at home,' well representing the founding purpose of Heima Consulting as we are committed to:

  • Enhancing communication and cooperation between China and Iceland for the better. We serve the fundamental-seated needs of our clients in the fields of business and cultural creativity.

  • Assisting clients in making suitable decisions that can maximize their ability in the Sino-Icelandic market and make the process as natural as expanding within their home country.

In the Chinese context, Heima sounds the same as '黑马', which in direct translation means 'black horse' or 'dark horse' and literally refers to a humble candidate/competitor about whom little is known but who unexpectedly wins or succeeds through a surprising ability or skill.


Heima Consulting strives to provide the best-customized solutions to our clients based on their specific goals and needs, and grow with them to make a meaningful impact together.



Birgir Örn Steingrímsson

  • Grey LinkedIn Icon


Over the last three decades, Birgir has lived, worked, and studied in Iceland and Canada.

After studying civil engineering in Iceland, he moved to Canada where he pursued a BComm degree in Financial Mathematics and Economics at Concordia University between 1993 and 1996. He also holds an MBA degree from John Molson School of Business at Concordia University - Canada (2005).

He founded his first company (Uglan sf) when he was 18 years old, importing comics and books from the United States to Iceland. Since then, he has been involved in the establishment of several companies as a co-owner in retail, finance, computer services, and real estate businesses both in Iceland and Canada. In 1997, he established a real estate company in Canada focusing on the residential market. He sold this Canadian company in 2004 and has remained interested in minor projects in Canada.

Currently, he is a board member of his family real estate company in Iceland called Audnufell ehf (since 1990) and two other companies. He is also the president of the Icelandic Hemophilia Society and a board member of five other associations, including the neighborhood association of the Independence Party in Iceland.

Meiting Nevaeh Qin.jpg

Meiting Nevæh Qin 秦美婷

  • Grey LinkedIn Icon


Meiting has lived, worked, and studied in Iceland, Switzerland, and Germany.

Being a multi-tasker, her career has spanned a diverse array of industries, including IT and marketing consulting, translation, renewable energy, natural resources engineering, and finance.

Prior to founding Heima Consulting, she worked as a technical consultant and project management officer at IBM - Shanghai and as a marketing strategy consultant at SMART VALOR - Switzerland, a premier European digital asset exchange.

Currently, she works as a Research and Development Project Manager in the Reykjavik office of Arctic Green Energy Corporation, a joint venture between Iceland and China that is a leading developer and operator of geothermal energy projects. She is the founder and head of the Reykjavik Chapter of the Nordic-China Startup Forum and the marketing manager of the Shanghai Chapter. She is also a guest lecturer at Akademias Iceland, teaching miniMBA: China's Opportunity and Digital Trade.

She holds an MSc degree in Renewable Energy from the University of Iceland (2022) and a BEng degree in Hydrology and Water Resources Engineering from Heilongjiang University - China (2017).

Outside of work, she is an amateur guitarist. She is also a part-time actress in English-speaking supporting roles in the Icelandic film industry and a model for brands such as Bread & Boxers, Hummel, and aim'n Sportswear.

Lijing Headshot 2.jpeg

Lijing Zhou  周丽晶

  • Grey LinkedIn Icon


Over the last decade, Lijing has lived, worked, and studied in the United States, Sweden, Iceland, and France.

Being a multi-tasker, her career has spanned a diverse array of industries, including media, publishing and translation, agriculture & aquaculture, sustainable development & ESG, renewable energy, and finance.

Prior to founding Heima Consulting, she worked as a researcher at the United Nations International Fund for Agricultural Development (IFAD). Currently, she leads the sustainability team at the head office of Íslandshótel Group and chairs the sustainability committee. Íslandshótel Group is the largest hotel chain in Iceland, operating 18 hotels around the country.

She is a Doctorate of Business Administration (DBA) student at Grenoble Ecole de Management - France, with a research focus on sustainability and ESG in business contexts. She holds an MSc degree in International Development & Management/Development Studies from Lund University - Sweden (2019), an MSc degree in Renewable Energy from the University of Iceland (2023), a BA degree in General Studies from Hollins University - USA (2012), and a BA degree in Business Administration from Keiser University - USA (2016).

She is a national award-winning Chinese writer and columnist since 2006. Her literary awards include the New-Concept National Writing Competition (2008 & 2010), Hong Kong Youth Literary Awards (2012), and more. She has sole-authored and co-authored five books and has served as vice-chair of the Chinese Youth Writers Association and its Shanghai Chapter since 2010. She has a long-term collaboration with Shanghai United Media Group (SUMG), one of the largest media conglomerates in China, where she regularly writes for The Paper (Pengpai News/澎湃新闻), a leading digital newspaper run by SUMG.

Outside of work, she is a certified amateur pianist (2007) and percussionist (2008) from the Shanghai Musicians Association (SMA) and the Shanghai Conservatory of Music (SHCM). She is also a part-time actress in English-speaking supporting roles and has appeared in numerous films, TV series, and commercials produced in Iceland. In addition, she holds the title of national beauty pageant winner, representing China in the 10th Miss Europe Continental (2022), an international beauty pageant held annually in Naples, Italy.


Gustina Nevæhsdóttir

​Official Mascot & Morale

Gustina is a sleeping beauty by day and an enthusiastic wheel-runner by night.

She was born & raised in Reykjavik - a true Viking hamster.


She enjoys exploring nature as well as eating sunflower seeds and almond slices. 

* squeak * squeak*


600f148439fc2a29da514afa_UN - SDG.png

Goal 8: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all. 

Goal 17: Strengthen the means of implementation and revitalize the global partnership for sustainable development.


As the UN has noted, the Covid-19 pandemic has led to millions of job losses globally, highlighting the need for international cooperation to achieve sustained, inclusive, and sustainable economic growth, particularly during challenging times. Iceland and China share a strong commitment to the UN SDGs, and our goal is to strengthen the partnership between our countries by fostering dialogue and collaboration on innovative ideas, technologies, and sustainable frameworks. Through this partnership, we aim to create more business opportunities, promote employment, and achieve more inclusive and sustainable economic growth.

bottom of page