Leadership grounded in experience, relationships, and community purpose
Eastern Bridge was founded by Simon Appleton, a New Zealander with deep experience living and working across East Asia and extensive experience supporting New Zealand local government, education providers, and community organisations.
Simon established Eastern Bridge in 2014 after identifying a recurring gap in how international relationships were being managed at a local level in New Zealand.
At a glance
- Founder of Eastern Bridge (est. 2014)
- Lived and worked in China for approximately ten years
- Lived and worked in South Korea for three years
- Speaks Mandarin Chinese and Korean
- Holds a Master’s degree in Chinese law (foreign policy focus)
- Extensive experience working with New Zealand local government
- Honorary Consul for the Republic of Korea in New Zealand
Professional background
Simon’s career has combined international experience with public-sector and community-focused work in New Zealand.
He spent a significant period living in China, where he:
- Studied Chinese law and international relations
- Worked across education, media, and technology sectors
- Developed long-term professional and institutional relationships
He later lived in South Korea for several years, working in education and government-related roles, further strengthening his understanding of East Asian institutions, culture, and decision-making processes.
Work with New Zealand local government
After returning to New Zealand, Simon worked closely with local governments and regional organisations, including:
- Toi EDA (Eastern Bay of Plenty Regional Economic Development Agency)
- Ōpōtiki District Council
- Other councils through advisory and secondment roles
His work focused on:
- Sister city and international relationship management
- Investment attraction and international education pathways
- Asia engagement strategies
- Supporting councils to engage internationally in a practical and low-risk way
Through this work, Simon observed that many councils wanted to remain internationally connected but faced challenges around resourcing, continuity, and specialist capability.
Why Eastern Bridge was established
Eastern Bridge was created to address these challenges.
Simon recognised that international relationships:
- Often relied on individual staff members rather than systems
- Were vulnerable to staff turnover and political change
- Required specialist cultural and linguistic capability that was difficult to maintain internally
Eastern Bridge was designed to provide a stable, long-term international relations management capability that communities could rely on, without needing to build that capability themselves.
Role today
Simon remains actively involved in Eastern Bridge’s strategic direction and programme development.
His current work includes:
- Supporting councils, iwi and hapū, and schools with international engagement
- Designing and overseeing community exchange and education programmes
- Maintaining relationships with overseas government and institutional partners
- Ensuring Eastern Bridge’s work remains aligned with its kaupapa and values
While supported by teams in New Zealand and offshore, Simon remains closely connected to the relationships that underpin Eastern Bridge’s work.
Additional roles
Simon currently serves as the Honorary Consul for the Republic of Korea in Hawke’s Bay, New Zealand.
This role reflects his long-standing engagement with Korea and his experience working across cultures, institutions, and governments.
Personal approach
Simon’s approach to international engagement is shaped by experience and pragmatism.
Key principles include:
- Prioritising people-to-people relationships
- Respecting cultural difference and local context
- Taking a long-term view rather than pursuing short-term outcomes
- Acting with integrity, transparency, and care
These principles are reflected in how Eastern Bridge works with partners and communities.
How this shapes Eastern Bridge
Eastern Bridge reflects its founder’s belief that:
- Community-level international relationships matter
- Trust and continuity are essential
- International engagement should be accessible, not exclusive
- Programmes should deliver real value to people and communities
This philosophy continues to guide Eastern Bridge’s work today.