We recently connected with Hera Li and have shared our conversation below.

Hi Hera , thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

As a Singaporean American mom, my journey into motherhood reshaped my priorities. Despite a career in tech, with my last role as the head of search engineering at Slack, my focus shifted when my little ones, now 2 and 4, entered my life. Sourcing diverse books for their little home library, I faced a common challenge—there are plentiful English options but a scarcity of quality Chinese books.

Conversations with educators and fellow parents echoed this struggle across America. Many, like myself, resorted to buying in bulk and bearing expensive shipping or trips to Asia. Many even began the path of self publishing their own books in Spanish and Chinese. In 2023 alone, a staggering 22,834 new children’s books in Simplified Chinese and 83,091 new Spanish children’s titles were published. The problem wasn’t scarcity but distribution.

In a world where anything is accessible online, the difficulty of acquiring good children’s books felt disproportionately challenging, especially considering that 33% of kids under 10 in the US live in dual language households.

Understanding the vital role of literacy in bilingualism and the importance of quality books in nurturing a love for reading, I sought solutions. This journey led me to launch Curio in 2023—an earnest endeavor born out of personal struggles, a commitment to bilingualism, and a deep love for quality storytelling.

There are a couple of things that set Curio apart from other bilingual book and toy options on the market. First, we offer three languages that cover the majority of bilingual homes in the US: Spanish, Chinese and French. So we’re offering a service that benefits millions of American families – 1 in 5 Americans speak more than one language.

Secondly, we didn’t write or self publish our own materials. Instead, we curate our books from their countries of origin to make sure that we are getting the absolute best books that would be available to children in the countries that speak the language. This means that kids are getting a variety of different books and building a quality, diverse library that will grow with them.

And finally, while Curio is for families that are already bilingual – we are not a language learning program – we know that in many families one of the parents may not speak the language fluently or there may be other caregivers involved. And so we include accompanying educational materials that help caregivers bring the words on the page to life and provide even more opportunities to learn the language.

Hera , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m originally from Singapore, where I was raised in a bilingual environment speaking both English and Mandarin. In 2007, I moved to the United States and later graduated from Cornell University with a bachelor’s and master’s degree in Computer Engineering. After a 13-year career in the tech industry, I founded Curio, a subscription box service designed to nurture bilingual learning in children.

Throughout my career in tech, I held roles as a Software Engineer at Morgan Stanley, Redi Technologies, and Amazon. From 2015 to 2016, I served as the Head of Technology at Direct Match, a YCombinator startup. Following that, I worked as an Engineering Manager at Appnexus, Inc. from 2016 to 2018 before taking on the role of Head of Search Engineering at Slack from 2018 until I founded Curio in 2022.

Curio was born out of my personal need for high-quality children’s books in non-English languages—a challenge that resonated with many families I spoke to. Despite living in an age of digital convenience, finding excellent bilingual children’s books proved disproportionately difficult, especially considering that 33% of children under 10 in the U.S. live in dual-language households.

Recognizing the vital role that literacy plays in bilingualism and the importance of fostering a love for reading through quality storytelling, I set out to find solutions. In 2023, this journey culminated in the launch of Curio—a labor of love inspired by personal struggles, a passion for bilingual education, and a commitment to exceptional stories.

Curio stands out from other bilingual book and toy services for several reasons:

1. **Languages that Matter**: We focus on three key languages—Spanish, Chinese, and French—that represent the majority of bilingual homes in the U.S. By doing so, we serve a significant population, as 1 in 5 Americans speaks more than one language.

2. **Curated Excellence**: Instead of self-publishing, we curate books directly from their countries of origin. This ensures that families receive the best and most beloved books available to children in those cultures, helping them build a diverse, high-quality library that grows with their child.

3. **Support for All Families**: While Curio caters to families already raising bilingual children, it’s not a language-learning program. We understand that some caregivers may not be fluent in the language or might need additional guidance. To address this, we provide educational materials that help caregivers bring the stories to life and create more opportunities for language learning.

At Curio, our mission is simple: to make bilingual literacy accessible and joyful for families, helping children deepen their connection to their heritage while growing a lifelong love for reading.

We’d love to hear about how you keep in touch with clients.

At Curio, fostering brand loyalty and maintaining strong connections with our clients is at the heart of what we do. As a small team, we pride ourselves on being deeply engaged with our community—we read and respond to every customer interaction personally. Whether it’s through email, social media, or direct feedback, every message we receive is a valuable opportunity to connect with our customers and understand their needs.

We also rely heavily on surveys to stay in tune with our audience. From onboarding surveys to understand why families subscribe, to regular check-ins and exit surveys for those who leave, we aim to gather meaningful insights at every stage of the customer journey. These surveys help us refine our offerings and ensure we’re meeting the needs of bilingual families in a way that’s both practical and meaningful.

Additionally, we go beyond just selling a product—we build relationships by showing our commitment to quality and authenticity. Our curated book selection, sourced from countries where the languages are spoken, demonstrates to families that we’re dedicated to providing the best possible resources for their children’s bilingual learning. Parents see this level of care and attention, which fosters trust and loyalty.

Have you ever had to pivot?

A pivotal moment in my professional journey was when I transitioned from a 13-year career in tech to founding **Curio**, a bilingual children’s book subscription service. For most of my career, I thrived in roles as a software engineer and later as a leader in major tech companies like Amazon, Appnexus, and Slack. While I found immense satisfaction in problem-solving and building innovative solutions, becoming a mother shifted my perspective.

As I raised my children in a bilingual environment, I experienced firsthand how difficult it was to find high-quality children’s books in non-English languages. This wasn’t just a personal struggle; it was a gap felt by countless families I spoke with, particularly in the U.S., where over 33% of kids under 10 live in dual-language households. Despite the abundance of resources online, acquiring excellent bilingual books felt disproportionately hard.

This realization became my call to pivot. It wasn’t just about leaving tech; it was about reapplying the problem-solving mindset I’d honed throughout my career to address a deeply personal and widespread challenge. In 2023, I launched Curio—a subscription box that curates award-winning children’s books in Spanish, Chinese, and French from their countries of origin, paired with resources to support caregivers.

The pivot wasn’t easy. It meant moving from an established career to an entirely new industry, learning the ins and outs of publishing, logistics, and customer engagement. However, it allowed me to align my professional expertise with my personal values, and the result has been deeply fulfilling. Curio is more than a business; it’s a mission-driven endeavor to help families nurture bilingualism and a love of reading.

This experience taught me the value of embracing change and how seemingly unrelated skill sets can come together to create something impactful.

Contact Info:

• Website: https://www.becurio.co
• Instagram: https://www.instagram.com/becuriokids/
• Facebook: https://www.facebook.com/becuriokids/
• Linkedin: https://www.linkedin.com/company/becurio
• Youtube: https://www.youtube.com/channel/UCpgeHeAxqLEjzt-cZlIbNog