Chengcheng Li 李成程
Founder & CEO, East2West
Chengcheng Li is a business leader specialising in strategic partnerships and cross-border transactions between Asia and Europe. She has been in Spain since 2006. At Barcelona Fang Consulting, she helped businesses expand into new markets before founding East2West in Spain in 2014. She advises on market entry, partner selection and potential acquisitions, and negotiates deals across cultures.
Chengcheng has long been interested in how technology shapes the way we live and work. Her Christian faith informs her belief that technology should improve people’s lives. That conviction guides her work in AI infrastructure, renewable energy and embodied AI.
Selected work
Asia–Europe market entry
At Barcelona Fang Consulting, Chengcheng advised European brands on expansion in Asia and worked on a cross-border investment roadmap presented at IESE in 2013. She wrote about market entry for Modaes and later helped organise the 2025 entrepreneurs’ summit in Madrid.
International sports partnerships
Her work in international sport included the ZTE–Sevilla FC sponsorship, announced in 2016.
East2West today
At East2West, Chengcheng brings together infrastructure, energy and commercial partners for AI data-centre projects and develops partnerships for embodied AI devices. East2West Tech is a separate company in Hong Kong.
From Madrid to Jerusalem
Hebrew University of Jerusalem
Venture Lab Exchange · Jerusalem, Israel · 2011
Chengcheng went to Jerusalem during her MBA at IE Business School in Madrid. She describes the exchange as a turning point in her life as an entrepreneur. She went on to build ventures across Europe and Asia.
How partnerships form
Peking University · Guanghua School of Management
Visiting researcher · Beijing · summers 2017 and 2018
Her research at IESE examined how partnerships form across cultures. Her 2018 visit was part of KITFEM, an EU Horizon 2020 project coordinated by CUNEF.
Education
- IE MBA (2011–2012)IE Business School · Madrid, Spain
- ESADE Master of Research (2016–2017)Esade Business School · Barcelona, Spain
- IESE Doctoral Programme (3 years, 2017–2020)IESE Business School · Barcelona, Spain
Tianjin Foreign Studies University · Undergraduate studies in Spanish · Tianjin