By 2011, while still in university, Ahmed opened his own company in Yinchuan. Wisdom House Culture & Media Co.. Ltd., which he named after the House of Wisdom -- a library and translation institute founded in Baghdad more than 1,300 years ago -- is intended to follow the same path as the ancient Baghdad institution.

"We chose this name because we wanted to do the same things that the original institute did. We want to bring Chinese culture to the Arab world and vice versa," he said.

Over the past two years, Ahmed and his team have translated 17 Chinese books, 11 of which have been published in Arab countries.

The books, which mainly focus on the history, culture, architecture and literature of the Hui ethnic group, have won praise from Arab readers.

Ahmed has set a goal of translating 200 Chinese and Arabic books within the next five years. The Chinese books will cover topics like Chinese culture, history and economy, with a focus on modern China's reform and development, he said.

"Arabs are eager to learn more about China's economy and development," he said.

Ahmed's company is also working in the copyright arena. As a general agent of the Arab Publishers' Association in China, Ahmed has witnessed first-hand the Chinese government's efforts in promoting Chinese-Arab cultural exchanges.

"China's opening-up policy has been good. It has given strong support in terms of boosting foreign exchanges," he said.

For Ahmed, language is one of the most important tools in conducting effective cultural exchange. To that end, his company offers Arabic language and etiquette training for both children and adults Arabic learners.

Ahmed said learning Chinese has transformed his life.

"Chinese has played a major role in my life. It is through Chinese that I came to China, started my own business, got married and eventually built my life," he said.

With a stable career and a happy family life in Ningxia, Ahmed has come to regard the region as his second home.

"I feel fulfilled here. What I have been doing here is something that will influence others in the long-term," he said. "It is not like doing business: you just pay for what you want, and that's all. The books we translated and are translating may still be valuable 20 years from now."

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