Bio (Zhenyi Li)

Bio Horizontal
Zhenyi Li

Zhenyi Li


Professor, Director, Program Head


Communication and Culture


Zhenyi Li views intercultural communication as his career, passion and personal life. He was critical in establishing the MA in Intercultural and International Communication program at Royal Roads, the first of its kind in Canada, and is head of the program. His research interests include intercultural branding and marketing and the connection between intercultural communication and health-related knowledge, attitude and beliefs. Li is a consultant, trainer and volunteer in his community, dedicated to promoting intercultural understanding, cross-cultural adaptation and multiculturalism. He is a long-time executive member of the Society for Intercultural Education, Training and Research (SIETAR) in B.C. and Europe.


Li joined Royal Roads in 2005, after teaching intercultural communication at the University of British Columbia and the University of Jyvaskyla in Finland. He guest lectured at Simon Fraser University, Queen’s University, Lille Catholic University in France and Chinese Academy of Social Sciences in Beijing, Fudan University in Shanghai, China. Since 1995, he has done training, research and consulting in the field of intercultural communication. In 2001, his book Cultural Impact on International Branding: A case of marketing Finnish mobile phones in China was published. He has also published several book chapters, dozens of journal articles and thousands of blogs on intercultural communication.


Li obtained his bachelor’s and master’s degrees from East China Normal University in Shanghai and his PhD in Intercultural Communication from the University of Jyvaskyla, Finland. In 2011, he won the Kelly Outstanding Teaching Award from Royal Roads and the Innovation in International Education Award from the Canadian Bureau for International Education.