Our thoughts

We believe that culture is not just something to be displayed—it is something to be felt. Travel is not just about checking off destinations; it is an encounter of the heart and mind.

Ousheng Culture was born from this belief. With an interdisciplinary perspective and a cross-cultural sensibility, we design every journey, every study tour, and every curated exhibition. We step beyond the confines of traditional institutions—not to replicate, not to imitate—but to make customisation the soul of our work, so that every participant becomes the protagonist.

From intangible cultural heritage reaching global stages, to university classrooms extending to the cobbled streets, we build bridges between culture and the world in the warmest way.

Our story

We are the founders of Ousheng: two women entrepreneurs who have lived in Spain for many years. One of us holds a PhD in Spanish linguistics and has long been engaged in cultural research and cross-cultural communication. The other holds a master’s degree in microbiology, interpreting the world with both rationality and sensitivity. We met and united by a shared love of language, culture, and the world. Together, guided by our belief in “communication” and “transmission,” we founded Ousheng.

We have always believed that culture is not a set of cold symbols or display panels—it is a way of life to be experienced, listened to, and reimagined. What we aim to create is not just a bridge, but a channel with warmth—connecting languages, ideas, memories, and lands.

Every Ousheng project—whether a study tour, heritage performance, route design, or brand strategy and promotion—embodies our meticulous attention to content and wholehearted dedication to experience. We insist on originality and customisation, reject templates and assembly lines, and strive to craft cultural journeys that truly have a soul.

In this fast-paced, restless world, we choose to slow down—to do things patiently, uniquely; to listen, create, and challenge the boundaries of tradition.

If you are seeking a different kind of cultural journey, we invite you to step into Ousheng and explore the depths of the world with us.

Hello, Nice to Meet You

Pan He - Adela 

Hello everyone, I’m a cultural travel curator from China, currently living in Spain, where I have spent six years.

My connection with the Spanish language feels both serendipitous and destined. After finishing the Chinese University entrance exam, I decided it was time to part ways with mathematics and turned my attention to less commonly studied languages. After sampling five languages, it was the soft, flowing rhythm of Spanish that captivated me, guiding me to choose it among countless possibilities. Little did I know, this choice would become a pivotal turning point in my life.

In my senior year of university, I had the privilege of joining an exchange program at one of Spain’s oldest universities—the University of Salamanca. It was my first truly immersive encounter with Spanish culture. From the city’s blend of Gothic and Renaissance architecture, to the scent of olive oil wafting through its streets; from in-depth literary discussions in classrooms, to the relaxed yet passionate lifestyle embedded in the Spanish spirit—every detail fascinated me.

For the next five years, I lived in Valencia, the “City of European Sunshine.” There, I met a group of friends who became like family. With their companionship and encouragement, I awakened another part of my soul—the part that craves freedom, loves life, and embraces the world. As I approached the end of my PhD in linguistics, I co-founded Ousheng Culture with like-minded friends, turning my lifelong passion for in-depth cultural travel into a true vocation.

Over these six years, I’ve walked through many intersections of culture and faced numerous challenges. Yet, these experiences have taught me that cultures are not opposed—they can resonate with each other in extraordinary ways. When we set aside our fixed perspectives and step into someone else’s world, sparks of understanding ignite, and we feel the warmth of human connection.

Through my personal experiences and curatorial perspective, I hope to guide more people on cultural journeys that are rich, immersive, and heartfelt. Journeys where you don’t just see the scenery—you enter the story. Where travel is not just movement—it is connection.

Who I am matters less than the fact that I want to be a warm and steadfast companion on your cultural journey. Let’s measure the world with our steps, and feel culture with our hearts.

Xinwen Xu - Linda

I have always been someone who pursued the path of science from a young age. In middle school, I came to Spain, and later, I went to the UK for my undergraduate and master’s studies in microbiology. In the laboratory, I observed the microscopic world over and over again, seeking answers.

But I was not content with my life being confined to lab benches. I had missed many key moments with family and friends, and repeatedly overlooked the quiet flow of light and warmth in everyday life. It was then that I began to wonder: Had I been moving too fast, so that the important calls of life and its subtle scenes slipped past me in a blur?

Upon completing my master’s degree, while I was preparing to apply for a PhD, I made a life-changing decision: I paused years of scientific research to explore the completely unfamiliar field of cultural and travel curation. Many people asked why I would give up a stable and clear path. Perhaps it was because, for the first time, I was willing to lift my gaze from the microscope and truly see the world.

Over the past ten years, I have lived in Europe. Ten years marked my transformation from a student into an independent thinker, and my journey from a single cultural perspective to a richly diverse one. More than observing microbes in Petri dishes, I now wish to observe the real, complex, and fascinating human world.

Through travel and culture, I hope to rediscover the world—and, in the process, rediscover myself. On this path full of unknowns and warmth, I am willing to start from the beginning, walk slowly, observe carefully, and look forward to meeting you along the way.