Lubi Kui

Lufei Kui (simplified Chinese: 陆费逵; traditional Chinese: 陸費逵; pinyin: Lùfeì Kuí, 17 September 1886 – 9 July 1941) was a Chinese educationist and publisher. His courtesy name was Bohong (伯鸿). He founded the influential publisher Zhonghua Book Company, and was an early advocate for simplified Chinese characters.