Jiajia Wang Liu's parents wept when, at the age of 22, she turned down an offer from a prestigious international consulting firm and told them she wanted to set up a business in her adopted homeland. Her dream had been to devote herself to the Humanities, but she studied Economics, spending a year at Harvard on a scholarship from the Joan Riera Gubau Foundation and winning the UPF-Emprèn Prize for the best entrepreneurial project presented in 2010: the creation of a publishing house specialized in material for teaching Chinese to children.