The founder and chief creative officer of FOXFUN, and a former senior creative on the Palace Museum's cultural product program.

He began his career in museum corridors — first at People's Daily, then at the Palace Museum — which is where he learned that a symbol is not a decoration. It is a piece of shared memory that a product can be built on.

From 2018 he led creative direction for several Palace Museum product lines: stationery, food, and publishing. The museum holds 1.8 million objects; most had never been turned into products. His work was to find the ones that already lived in consumers' minds, and translate them into objects people could buy.

He has since led hero-product work for Moutai, Guizhou Xijiu, Sanxingdui Museum, Henan Museum, Rongbaozhai, and Zhengding. Projects he has led have received the Red Dot, iF, and Pentawards awards.