This episode is all about the primary subject of my podcast, which is the cross-cultural communication strategy that the Chinese sports brand Li Ning employs on the social media platforms used in other countries. In order to provide you with a more in-depth knowledge of the Li Ning brand, I will begin by discussing both my personal history and the evolution of the Li Ning company. This will also provide you with a summary of the communication characteristics of the cross-cultural communication research case that I worked on.