Mr Li is a co-founder of the education company CoolCharacter, Inc. He also serves as the chairperson of the Shanghai Youth Language Development Center. In addition to his work in education, Mr Li has a prolific media career. He is a columnist for the children’s Chinese history magazine 5000-Year History and a commentator on various programmes on Zhejiang and Hubei television stations. He holds a master’s degree from East China Normal University’s Center for Chinese Language Research and Applications.