Sofaer Global MBA Graduate Builds Startups and Connects Countries

After completing the Sofaer Global MBA at Tel Aviv University in 2025, Liu Liu moved quickly from theory to execution. Originally from Shanghai and now living in Tel Aviv, she has expanded her work from fashion marketing into AI-powered entrepreneurship, co-founding a music technology startup and a cross-border venture. 

In this alumni spotlight, Liu Liu talks about how her MBA experience shaped her thinking, the support she finds in the TAU community, and how learning continues beyond graduation.

– You came to Israel before starting your MBA. What brought you here?

I came to Israel for personal reasons. I had left my job and just wanted to enjoy life for a while and experience something different. I brought my dog with me, and it turned out to be the most responsible member of our household during the war with Iran: it learned how to handle the siren alerts! During one, she pushed us toward the safe wall in our apartment.

– What has life in Tel Aviv been like for you?

Israel is a really chill place. I live in the northern part of Tel Aviv, near the dog beach, and it’s one of my favorite places. When I walk my dog, people often stop to talk to me, even if we don’t share a language.

Liu Liu with her dog at one of Tel Aviv's beaches

In bigger cities like Shanghai or New York, people are rushed and have stronger boundaries. Here, people say “hey” and start a conversation. It reminds me of the Shanghai I grew up in during the 1990s, friendly, colorful, and full of small everyday connections.

I think that’s part of Israel’s creative spirit. People are curious, open, and unafraid to share opinions, even with strangers.

I miss my family and the food back in Shanghai, but Tel Aviv has really become home for now. And I’ve come to love the local food too. Hummus, sabich, knafeh.

– In what ways did studying at TAU shape you beyond academics?

Every lecture, every framework, and every assignment helped me connect the dots. I started to see how theory could explain real-life situations. 

Now, whenever I think about business, I hear my professors’ voices in my head, reminding me about structure, exit strategy, and how to think like an entrepreneur.

The program gave me much more than business skills. At TAU, I built connections and met people who genuinely want to help. People here are very generous with their time and advice.

Sofaer Global MBA Class of 2025 meeting with the President of Israel Israel Herzog (in the middle of the front row)

I also did a summer fellowship, which was a turning point for me. At first, I was anxious about being an intern at my stage in life and worried about the language barrier.

The TAU Career Center was incredibly supportive and helped me connect with alumni.

Through that network, I connected with a fellow Chinese alumna working at a global 3D printing startup in Tel Aviv. She offered me a position that perfectly matched my background. That experience allowed me to see Israeli tech companies from the inside and helped me understand the real challenges startups face when entering global markets.

– What inspired you to start LalaScript?

It began as a class project in our Venture Creation course that Dr Leslie Broudo-Mitt was teaching. The assignment was to form a team and build a startup idea from scratch. My teammates and I come from completely different backgrounds. Ohad Gev is a pianist from New York, and Ilya Kolin from Belarus is an experienced entrepreneur. At first, I had no idea what I want to do. We had many ideas, but Ohad’s concept of using AI to turn audio into sheet music stood out.

In summer, we won the 3rd annual Sofaer Startup Competition and received a $10,000 grant, which was an incredible surprise.

Since then, we’ve been developing the product further, researching global and Chinese markets, and exploring additional features that could let creators share and monetize their content.

– What are you working on now as an alumna?

We’re still refining the LalaScript app and testing its features. But I’m also now launching a separate project, focused on a specialized niche: Human-centered-AI-powered market execution for global tech SMEs in China.

Liu Liu at an China–Israel event

The idea originally grew out of my early LalaScript brainstorming with Ohad. After I moved to Israel, countless Chinese friends, many of whom are in fashion and manufacturing, asked me how they could bring their brands to Israeli or Western audiences.

I saw a market gap: China has world-class AI marketing tools but focuses mainly on B2C e-commerce, while Israel is strong in B2B technology and has little to no exposure to the Chinese digital ecosystem. 

I recently returned from a field trip to China, where I attended the EMNLP 2025 AI conference and visited the Shanghai AI Lab. This trip supported my hypothesis: there is a huge need for professional, AI-assisted market-entry solutions.

I’m currently building the MVP for this project with my co-founders.

I’ve received tremendous support from our Sofaer Global MBA Director, Jackie Goren, and other professors. They sat down with me, listened to my specific challenges, and offered useful advice. That’s the real value of this community: it supports you as your ideas pivot and grow.

I’ve also begun collaborating with my husband, who’s doing a PhD in robotics, on applying industrial robotic technology to the creative and media industries, such as camera automation for film and live performances.

– What does the TAU alumni community mean to you today?

I never expected how connected TAU alumni are around the world. Wherever I go, whether at a company meeting, a fellowship, or even back in Shanghai, I meet people who studied here. It’s the easiest conversation starter: “Oh, you’re from Tel Aviv University too?”

For someone coming from China, where small talk isn’t common, that sense of openness is new and wonderful. It’s a real community.

Sofaer Global MBA Class of 2025

Coming to Tel Aviv and TAU's program taught me that it's never too late to pivot, to learn, to challenge yourself. I came here unsure and uncomfortable, almost forty, starting over.

The most important thing I've learned is that you don't have to be an Elon Musk to build something meaningful. You just need to follow what you're passionate about, surround yourself with diverse people, and commit to learning.

Want to join the Sofaer Global MBA Class of 2027?

Learn more about Sofaer Global MBA and schedule an online meeting with the program coordinator. 

Applications are now open.