; Movie recommendation engine

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Shall we watch a movie this weekend? Yes sure, but which one? is a movie recommendation engine from Korea. I’ve just subscribed and had to vote on 50 movies that I liked. Now it’s already throwing some good recommendations to me. Building the profile is quite addictive, browsing around the old movies you watched in the past.

There are similar websites like this, but this Korean one seems really good. I’m really curious how this profiling works; is it capturing my movie taste though meta data of the various movies I clicked, or just throwing similar genre’s of previously selected movies? Better vote for a few more movies to be sure…

I like the GUI, link with IMDB top movies, festivals, filmhouse, and little trailers that can give you a snapshot. And better yet, you can recommend movies to your friends too!  The Android app is here, the iPhone app is hopefully in the making.

Finland, Belgium and Maastricht

Sanoma headquarters in Helsinki

Sanoma headquarters in Helsinki


Started the month with a business trip to Helsinki at the Sanoma headquarters. Even though I met a lot of colleagues that are working there, it’s was great to see the office for myself and see a bit more of company I work for. Sanoma became big by the newspaper ‘Helsingin Sanomat’ in Finland and is now a leading company in news, tv and learning in ten countries, but predominantly Finland and The Netherlands. Full history of the company in a neat slideshow here.






Train depot in Simpelveld

Train depot in Simpelveld

I’ve also visited Limburg with Suna and her high school friends who were visiting. My personal highlight was a tour at the miljoenenlijn. Actually, just drove the car to an industrial building besides the track. No people around, until we made our way into the depot. Just look at these magnificent locomotives. They are authentic and old. Still used during the summer on the track for tourists, money is raised to refurbish them further during the winter. We got an improvised and enthusiastic tour by one of the engineers who has been working on one of the trains for over 9 years. He told the stories of taking the train from London to Istanbul in 1924; The girls were surprisingly intrigued, the people dressed nicely, lot’s of leg-space and good food seemed to fill their appetite to get an idea of the romantics of train travel during the time.

Maastricht with Suna

Maastricht with Suna

Besides trains we also explored Maastricht, Brussel and Brugge. Of which Maastricht seemed most interesting to them, didn’t do much more then walking around and visiting monuments; The city has a better appeal to foreigners compared to the touristification of cities like Amsterdam and Brussels. Also Brugge is still quite authentic. My Belgium highlight was to bring some beers home as a souvenir.



Belgium souvenirs

Belgium souvenirs

The end of my Chinese fashion startup.

It seems like is down. Looking at that 404, is this the end of the startup that I cofounded? I never did put my thoughts about those years on this blog.

It started with an idea; The webshop was inspired by the look-book generation of online shoppers, who follow bloggers online for their inspiration.

Together with three european entrepreneurs, I co-founded UnitedStyles in 2011. Whilst others could focus on the fashion and marketing aspects, I was in charge of building the website from scratch and building the IT team from our office in Shanghai. We started in Shanghai as the city offers both expertise in fashion creation and IT development.

Our office in Shanghai wasn't in the city center, but it offered lots of space

Our office in Shanghai wasn’t in the city center, but it offered lots of space


We started with a small team, expanded to about 20

We launched in October 2011, at Techcrunch Disrupt Beijing and became finalists, meaning we could present the company to the techcrunch audience (300k people) twice! Still one of my proudest moments to date, here’s the article they wrote about us. It really kicked things off; Shortly after, we were chosen by FastCompany as one of the top 10 most innovative global fashion companies. In the wake of all this attention, we managed to hit the national press several times in all the markets we were operating; The Netherlands (, telegraaf a.o.), Japan, Russia, Singapore and China (cbn weekly (first time to see myself in Chinese magazine)). This led to sales directly, and also to return customers.

Joop Dorresteijn Presenting at Techcrunch DisruptHere’s a youtube video my wife receiving her first unitedstyles dress. The process of co-creating and delivering fashion at doorsteps worldwide was a thrilling experience. Every dress had it’s own story. At one point we had about twenty people working in our office. From fashion designers to stitchers to software developers. It was really fun seeing the (mostly Chinese) IT people talking about features, and the (mostly western) fashion designers about feelings.

In terms of technology, I think the web application was quite revolutionary. In the wake of HTML5 and increasing tablet usage, offered a design engine in SVG, which worked well in all the browsers at the time. Furthermore, designers could upload with Adobe Illustrator and we then allowed customers to generate 3D previews of their dress, skirt or coat on our webshop directly.

However, after the impressive launch, the startup company seemed to hit a wall. As we wanted to grow, we needed investment money but it turned out to be hard to find VC’s in China willing to invest in a company run by foreigners. Slowly, the expansion opportunities seemed to dry up and things got rather difficult.

The frustrating aspect of this was that sales where still coming in. And besides that, aspiring fashion designers seemed to have found our site interesting to practice designing with, leading to high returning traffic. Well, it seems to be down at the moment.

I want to thank my former team, family and friends for putting up with me while we were working on this company six days a week, deep into the nights! The demise of a startup isn’t fun. But I guess, sometimes you win and sometimes you lose, and even though nothing tangible remains, I did learn a lot from the experience!

lessons learned

    * Don’t focus too much on the technology, get a cashcow. I focussed way to much on enabling 3D and the latter. We could have ‘faked’ a few steps and increased turnover with a star product to wow our potential investors in the future.

  1. * Stay small while you can. We dreamed big and put our stakes high from the start. If I would do it again, I would take it slowly

    The evolution of the site

    unitedstyles evolution history

Sinica Chinese movie recommendations

Raise_the_Red_Lantern_DVDSinica interviewed movie critic Raymond Zhou and produced an episode filled with movie references. Since I was listening to this episode on the go, I decided to listen back once more and lookup all the movies they were talking about. Since I went though that trouble, I figured I might as well publish them over here.

We all know outstanding Chinese movies from the 80’s and 90s like Ju Dou (Chinese: 菊豆) and Raise the Red Lantern (simplified Chinese: 大红灯笼高高挂), Red Sorghum (simplified Chinese: 红高粱) from director Zhang Yimou.

Thirty years ago, all movie production was owned by the government. It didn’t matter if your movie was successful, you were given a task by the government to create that movie. In 1990′s the Chinese film industry went down with a nosedive. The 30 billion attendance rates from the late 70s were reduced to less then 1% of that. Then Hollywood movies came in on revenue sharing basis and revived the business. At that point, the only Chinese filmmaker who contributed was Feng Xiaogang who put out many ‘shallow comedies’ which appealed to the audience. And then China came back in 2002 with the Zhang Yimou film Hero, putting in a lot of famous actors in one movie, which nobody liked. However, there are good Chinese movies in the past decade:

David Moser mentions a Hong Kong movie called Journey to the West: Conquering the Demons (Chinese: 西遊·降魔篇) where a lot of weird stuff was happening at the end of the movie. It’s a new kind of art form, not imitating Hollywood humor. Pure fun. It fools you at every single step of the way, where you think you know what will happen but violates your expectations every time. Some violent scenes though.

Keep Cool (simplified Chinese: 有话好好说) a low budget, hand held camera filmed is a very funny film. Beijing, earthy slightly macho northern Chinese humor. It’s a lot like a sitcom in terms of structure.

Lost in Thailand (Chinese: 人再囧途之泰囧) One Chinese blue collar worker and white collar worker who keep on bumping in to each other on a journey in Thailand, the story tells something about current situations in China. People compare it to hangover II, it’s slightly similar. It was a commercial successtory, just below Avatar.

The Sun Also Rises (Chinese: 太阳照常升起) recommended by Raymond Zhou to see Chinese history from the past century. This is a commerical flop becuase it’s so difficult to understand. However, if you try to feel it, you will get a lot of things. They then talk about about Let the Bullets Fly (simplified Chinese: 让子弹飞) which to me seems like a Chinese copy of the famous Korean movie The Good, the Bad, the Wierd.


Jeremy Goldkorn mentions a movie called In the Heat of the Sun (simplified Chinese: 阳光灿烂的日子) and they regard it is still the best movie made in China. In that movie, people can pick the political intonation. Some say that the director is a great admirer of Mao Zedong.

Devils on the Doorstep (simplified Chinese: 鬼子来了) is banned in China. It’s surprising that these movies get produced in China, they get so far to get the movie in the can but then SARFT only approved it for international film festivals. To be later banned completely. They then discuss that banning a movie in China is one of the most effective ways to promote it, reducing the commercial capabilities completely. They also mention ’The price from europe is a curse’ – Movies that do well in Europa generally don’t do well in China as they are thought to be boring.

Kaiser Kuo recommends A Girl from Hunan (Chinese: 湘女萧萧) is showcased in a lot of film classes. It’s about a beautiful young woman in her teens who is married to a toddler. She ends up having an afair and all the evils of the superticios society emerce. Brutal beautiful film according to Kaiser Kuo. He also mentions Peacock (Chinese: 孔雀).

Raymond recommends a movie called Still Life (Chinese: 三峡好人) showing the migration of 2 million people for the Three Gorges Dam. It shows miraculously what happens on the human level when people are forced out of their home town.

He also recommends Back to 1942 (Chinese: 一九四二) which is currently running for the best foreign movie at the Oscars. About the Henan famine where 3 million starved to death in 1942 in the eve of Japanese invasion. It’s also to hint to other episodes in China which cannot be told otherwise.


Happy New Year! My highlights of 2013


The past year I was able to focus on work but managed to travel a little bit as well.

At Sanoma Performance Based I was involved with the launch of a new site called, an online medical store which supports prescriptions for hundreds of pharmacies throughout the Netherlands. Immediately after launch we found that the site wasn’t performing so well, so using technologies like CDN and Redis, we managed to turn this project into a well performing website. During the summer we started a project called international. In which we took the famous Dutch product comparison concept, rebuild a lot of the architecture and the first international versions, the Polish ( and French ( were launched  in the fall. Next to internationalisation, we also released a mobile friendly version of I’ve been promoted to an IT manager, a challenging position in a fast growing cluster. At the company, we had a lot of fun activities like go-cart racing and dinners together.

Besides work I did have some time to keep on studying Korean. My goal to talk with my mother in law was achieved, as I was able to have (small) conversations with her in Korean. I still have a long way to go though but the Korean classes are helping.

I’ve ran the 10km run during the Rotterdam marathon and the bruggenloop in Rotterdam.

While traveling, I visited China (trip through memory lane), Korea (slept in traditional house) and Spain (Catalan wedding) so not that much traveling. This year was mostly about working hard, living frugal, meeting family (sister had a son) and meeting friends.

Achieved almost all my new year resolutions, but this years list seems shorter than last, although i’m reloaded to finalise my ideas for the next.

Happy new year and I wish you the best for 2014!

At a Catalan Japanese wedding

Chieko weddingAt the Catalan wedding, the bride threw her bouquet in the air.

We left our house in the early morning (4:30 am!) to travel to Tarragona today, visiting the wedding of two dear friends of us. An international Japanese/Spanish couple that live in Shanghai. They host a party in Spain for the family of the groom. Nevertheless, a small delegation of Japanese did fly over.

At was a great party; Great food and I was amazed with the dancing. The elderly danced the waltz, the younger ones enjoyed salsa and the Japanese seemed keen to do horse-dancing on Gangnam Style. The Catalan received their Japanese, Korean and Dutch guests like family.

Sanoma christmas party


picture taken by @SigridBu

Over the last few years, Sanoma thew some huge parties for christmas. However, considering the large downscaling the company went through in 2013, a huge party didn’t seem in order. However, there was room for a small party with a DJ. Nevertheless it was a great (and jam-packed) evening! I managed to borrow a google glass v2 from a journalist for a while, the first time wearing glass was very interesting. Drank way to much at the party but had great fun.

Living and working in Korea

I was invited to be a panelist at the Korea Symposium at the Hogeschool of Amsterdam. Since there were mostly students in the auditorium, curious about doing an intern in South Korea, I’ve elaborated a little bit about my time there, even though it’s almost four years ago already.

Getting started

At the time we were studying in Sweden, we were offered to pick an exchange study in another country. For me that was a chance to experience the culture of my wife, Suna. When we flew to Korea in the spring of 2008, I was excited to start studying at the Korean Development Institute (KDI). This university is known for both business and political studies. I still wonder if KDI expected two blonde Scandinavians or if they were okay with us flying over.

After the study, I was fortunate enough to extend my stay with an internship at ING Korea before I had to go back to Sweden.

Finding a job or internship

Some students showed some interest in finding a intern or job in the country. When walking around in Seoul a lot of people will inquire if you are a English teacher, as most foreigners are. If you really want to work there, don’t be picky. But frankly, if you have a skill which can work for big companies you have a bigger chance. It also helps to speak the language, although this is less of an issue in international companies. Be aware that you have to work longer hours and have less days off compared to Europe.

It’s recommended to study some Korean as there aren’t many company that would hire a non fluent speaker. There is a small chance at an international company but studying a little bit will help you tremendously. There is a school in Amsterdam which has a class every saturday where you can learn, visit their website for more information.


During my internship at ING I experienced a lot of interesting events. In a company of 500 locals, I was one of 10 foreigners. Unfortunately, this also caused some friction with some. One particular colleague wasn’t shy of showing discontent, all until we ended up talking friendly over soju (Korean liquor). He then spoke friendly to me about his feelings and we became great colleagues afterwards. I learned there and then that solving problems are easier in a beer-hof opposed to the work-floor. (A theory that I wasn’t able to bring to China afterwards)

I was really sad ending the internship at the time and threw a party for my dear colleagues.

Business clubs

Once established, my wife shook hands with a former president of Korea, I met the Dutch minister of foreign affairs at the time.
We made it a habit to network and visit business and political events. This also helped me find a job. For one, we joined the Dutch business club in Korea and joined them on many occasions. Since there weren’t a lot of Dutch people at the time (likely about 200), it was easy becoming close with most of them. We joined the club to the BA cigarette factory and to the DHL hub. They also organize a Dutch Orange ball event every year. There are many business groups these days, including the Amcham Korea.

Watch the full video here

Bruggenloop Rotterdam

Ran the ‘Bruggenloop’ in Rotterdam together with my dad and Gijs. The fifteen kilometers went smooth and I finished five minutes faster compared to last year. Apperantly there aren’t a lot of vibram shoes yet as people like this photographer insisted of taking a photo of only my shoes. There was one real barefoot runner, kind of risky because there was glass on the court. Anyway, Gijs thought it was funny how my shoes got attention and snapped a picture of the scene, right in front of stadium ‘de kuip’ in Rotterdam: