Champion of both martial arts and acting, Jet Li discusses his next big role as entrepreneur
Hongzhou, China, 3 August 2009 - "In the first part of my life, I pursued martial arts. In the second part, I pursued movies. Now," says Jet Li, "I am an entrepreneur - and I am pursuing charity."
Jet Li enamoured masses of entrepreneurs and aspiring entrepreneurs at the 2nd APEC Business Advisory Council (ABAC) SME Summit, yesterday. The summit is a forum in which some of the most prominent businesses throughout the Asia-Pacific share their experiences.
While Li concedes to substantial success in martial and film arts, Li approaches business with overt humility. "I have spent two years, learning how to build a charity that is structured like a business."
As an ambassador of the Red Cross Society of China, Jet Li founded the One Foundation in 2007 to encourage social sector development, philanthropy and volunteerism. The idea is that if everyone could be motivated to donate a small amount - but to do so on a regular basis - those small amounts would add up to one large amount and be used to assist those in need. Nonetheless, Li insists, "Donors are the same as customers. They may give out of a sense of charity, but they will only do it once. If they don't feel that they are getting something back, they will give less the next time or they won't give anything at all."
Recent years have seen upward trends toward Corporate Social Responsibility. Some cite reasons such as increased environmental concern, the apparent proliferation of natural disasters or the basic fact that people are more informed of the humanitarian issues faced throughout the world. To others, including APEC, CSR is a matter of prudence - a prerequisite for any economy that is to be both healthy and sustainable.
But Jet Li asks why responsibility should be borne only by large corporations. Almost everyone, he says, has the ability to make a difference in the world. "There are 55 million cell phone subscribers. If you can afford a mobile phone, you can afford to donate 1 RMB a month, or even 1 RMB a week. And that's just talking about citizens. We haven't even started talking about businesses yet." The arithmetic is uncomplicated and Li's enthusiasm suggests that the ethic is equally so.
The foundation is founded on the premise that "when we combine our charitable strength, we can make sure that the most vulnerable members of our global family will receive the help they need."
Still, like every business person, Li faces a daily challenge. If you want to interest other people, he says, you have to show them why they should be interested in you; why they should give you their money; what makes you different; why it will benefit them too. To add to his challenge, his "product" is a tough sell: the opportunity to assist someone else.
Nonetheless, Li considers the obstacles before him similarly to the way he has taught himself English and Cantonese, became a Wushu champion and star of international films. "You just have to focus on your end goal and get a little bit better, everyday, step by step."
Today, Li projects his vision. "In the next five, ten, twenty years... Wherever disaster strikes, you will find Chinese people there. Right now, we are in Cambodia and Myanmar. But we're also asking about Africa and the Middle East. We want to train people - entrepreneurs - and expand our efforts."
In an open forum at the SME Summit, Li spoke candidly to audience members, many of whom are aspiring but apprehensive businesspeople. The existing financial climate is not exactly encouraging to newcomers. What happens to an entrepreneur when the odds are simply not in his or her favour? What happens to small businesses in a global financial downturn? What happens when consumers want to hold on to what they have instead of giving it away?
To this, he responded with an analogy from martial art:
"Your biggest enemy in life is your self. There is always a winter and always a summer in the natural environment. So we must appreciate the winter when it is winter. Appreciate the summer when it is summer. If we think it is going to be painful, then it will be painful. We cannot change the external environment, so we have to surpass ourselves in whatever environment exists."
His latest endeavour - the One Foundation - assumes there is a champion in each of us and that, left to our own devices, we would do better than we might think: "In 2004, during the tsunami, people of all religions, faiths, colour... no one asked questions, they just helped.
"In business, there is room for everyone. But you need to combine your faith with your fight for survival."
Each year, ABAC scours the business community, drawing insight and observing actual experiences. Ultimately, this input informs Leaders of APEC's 21 member economies, who are responsible for the policies that shape the business climate.