Mr. Li Keqi | China

Founder, Aijia Media

Li Keqi began working in China’s automotive culture scene in 2007, building on his background in advertising to develop content that reflects local car culture in a uniquely Chinese way. After exploring thousands of road-trip routes across the country, he discovered that National Highway G318 stood out—not only for its stunning landscapes, but also for how it connects major travel markets in both eastern and western China.

Since 2016, Li has focused on promoting G318 as a cultural symbol—using storytelling, media, and events to turn it into a world-class travel brand. His mission is to let people around the world experience the spirit and diversity of China through this one incredible road.