Lang said that his mission is to share classical music around the world, and to train children and young musicians through education. The Financial Times noted that he is "evangelical in his efforts to spread the popularity of classical music." In October 2008, he launched the Lang Lang International Music Foundation in New York with the support of the Grammys and UNICEF. In May 2009, Lang Lang and his three chosen scholars from the foundation, aged between 8 and 10 years old, performed together on "The Oprah Winfrey Show" in connection with her search for the world's "smartest and most talented kids."