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Li Yang, the charismatic businessman who founded the 'Crazy English' language courses, advocates reading out loud at the top of one's voice whilst holding the textbook high up as a way of overcoming one's own insecurities about speaking the English language. He has become China's Elvis of English, perhaps the world's only language teacher known to bring students to tears of excitement. He has built an empire out of his country's deepening devotion to a language it once derided as the tongue of barbarians and capitalists. His philosophy, captured by one of his many slogans, is flamboyantly patriotic: "Conquer English to Make China Stronger!"