This paper reports on a 10-year case study at a Chinese university of a faculty team's attempt to develop and disseminate a project-based computer-assisted language learning (CALL) program for professional communication. The discussion focuses on three main challenges (professional/academic values, pedagogical philosophy, and institutional culture) to expand a project-based CALL program at this university. Based on the findings, this paper discusses how the implementation of project-based CALL for professional communication needs to be founded upon a good understanding of China's sociocultural contexts and how it might be tailored in order to be more responsive to the local university context. This paper concludes by suggesting a path that practitioners might take in light of these circumstances and challenges.