Kaishu Storytelling – “Story Dolls + Story Player”

Kaishu Storytelling is one of China’s most influential children’s content brands, established in 2014 with a mission to create high-quality, culturally rooted educational content for children aged 0 to 12. With over 51,000 episodes of audio and video content and more than 24.5 billion plays on its app, Kaishu has built a trusted ecosystem that includes digital platforms, books, live performances, and interactive hardware.

Within this broader ecosystem, the nominated team—led by senior product executive Yang Bing—operates at the intersection of content innovation, user experience, and educational technology. Yang joined Kaishu Storytelling at a time of strategic transition, bringing with her a unique blend of market insight, business acumen, and team leadership. Her role was not only to oversee product development but to revamp the entire business model behind Kaishu’s hardware division.

Under her leadership, the team conceptualized and launched the “Story Dolls + Story Player” product line, a smart, screen-free storytelling system that allows children to independently engage with content by inserting physical story dolls into a specially designed player. Each doll unlocks unique audio content—ranging from Chinese classics and science stories to emotional intelligence and safety education—crafted by a team of child development experts and content creators.

The team embodies a cross-functional structure, integrating product designers, hardware engineers, content developers, educators, and marketing strategists. Yang’s visionary leadership fostered a culture of agility and user-first thinking. She implemented a data-driven approach to product iteration and pioneered influencer-led marketing strategies that helped the product go viral, leading to more than ¥200 million in total sales.

Beyond commercial performance, the team has demonstrated deep social commitment. Through the Kaishu Listening Program, the hardware and content have been distributed to underserved children in 23 provinces, reaching over 3.5 million beneficiaries. This balance of educational impact, innovation, and business excellence defines the team’s unique value and makes them highly deserving of global recognition.