At the 15th Influence Jinan Economic Figures Awards this spring, 35 entrepreneurs were honored as leaders driving the city’s transformation. Among them was Zhu Zhaoyuan, CEO of NETINT Technologies (Rongming Microelectronics, Jinan), whose pioneering work in video processing chips (VPUs) has propelled the company into the international spotlight.
Founded in 2015 by a team of veteran semiconductor engineers, NETINT has emerged as a global innovator in computational storage and video transcoding solutions. Its flagship Codensity series products are now widely deployed in cloud data centers, edge computing platforms, and media content providers. These chips enable scalable, high-performance video applications while dramatically reducing the cost of data storage and video processing.
Award-Winning Innovation
In 2024, NETINT became the first Chinese company to win first place at the Technology & Engineering Emmy Awards, often referred to as the “Oscars” of the global broadcasting industry. The award recognized NETINT’s cloud-scale VPU, which integrates AI with next-generation video codecs such as AV1. By breaking through the performance bottlenecks of traditional CPUs and GPUs, NETINT’s chips have set new global standards in efficiency and precision.
“The Emmy was an outcome of years of perseverance, not a sudden achievement,” Zhu remarked. “We focused on long-term innovation, building a product that could transform how video is processed in the age of streaming and AI.”
From Overseas to Jinan
Originally founded overseas, NETINT relocated its global headquarters to Jinan in 2021. Zhu explained that the move was driven by both opportunity and commitment:
“Shandong was undergoing economic transformation, with strong momentum in new industries. The province offered rich talent resources and excellent policy support. Many of our team members, myself included, are from Shandong—we wanted to build something lasting in our hometown.”
This decision positioned Jinan at the center of China’s push into advanced semiconductors. The company has since become a unicorn in the global VPU race, attracting backing from top investors including Sequoia China.
Leading a New Global Track
Video traffic now accounts for over 80% of global internet data, and traditional processors cannot meet the growing demand. NETINT’s VPUs provide a dedicated solution, delivering the performance of 100 high-end CPUs at a fraction of the energy cost. Major international clients in cloud computing and media streaming have already deployed NETINT’s chips at scale, with hundreds of thousands of units in commercial use.
Zhu believes the future of semiconductors lies in specialization:
“We see VPU as a once-in-a-generation opportunity. Just as GPUs defined the past decade, VPUs will define the next. With continued innovation, there is room for a company from China to grow into the scale of today’s NVIDIA.”
Rooted in Jinan, Competing Globally
For Jinan, NETINT’s success is more than a corporate story—it reflects the city’s growing role in China’s new economy. The firm exemplifies “new quality productive forces,” where breakthroughs in hard technology become catalysts for regional growth.
As Jinan continues to cultivate industries such as AI, aerospace, and renewable energy, NETINT stands out as proof that the city can not only foster global champions but also reclaim talent and innovation once nurtured abroad.
With its third-generation VPU chip already under development, NETINT is poised to extend its lead. Zhu remains clear about his mission:
“Innovation is the only way forward in semiconductors. We will keep pushing boundaries, not just for ourselves, but to contribute to China’s rise in global technology.”
From Jinan’s industrial parks to the Emmy stage in New York, Zhu Zhaoyuan’s journey underscores how local innovation can make global impact. And for Jinan, the rise of NETINT is a symbol of the city’s economic renewal—anchored in hard tech, aimed squarely at the future.