As China's richest person, not donating to charity is unacceptable in the eyes of the public. Zhong Shanshan, founder of NONGFU SPRING and a four-time Chinese billionaire, has finally learned his lesson: doing good deeds must be publicized—and loudly.
Recently, at an education conference in Zhuji, Zhejiang, over ten companies collectively donated 142 million yuan. Among them, Zhong Shanshan personally contributed 100 million yuan to Zhuji High School in his own name, rather than through NONGFU SPRING. While other donors gave under their corporate banners, Zhong’s philanthropic gesture stands out.
Why Zhuji? It’s Zhong’s ancestral hometown, and Zhuji High School is where his grandfather, Zhong Ziyi, first embraced revolutionary ideals. Zhong seems to have had an epiphany—last year, during the controversy surrounding NONGFU SPRING, the topic "China’s Richest Man Only Donated 24,000 Bottles of Water" went viral, painting him as stingy and triggering a major PR crisis.
In reality, NONGFU SPRING has engaged in significant charity work, donating over 900 million yuan, primarily to education. For instance, it gave 340 million yuan to Xiamen University, and 100 million yuan each to Westlake University and Zhejiang University. During natural disasters, regional branches can independently donate up to 10,000 cases of water without headquarters approval. However, Zhong’s low-key approach—eschewing ceremonies and publicity—meant many of these efforts went unnoticed, even by most employees, fueling the misconception that NONGFU SPRING lacked social responsibility.
In China’s public discourse, prominent companies must not only engage in philanthropy but also compete in visibility and donation amounts. As the nation’s wealthiest individual, Zhong is now expected to step up, not just in routine donations but also during emergencies.
Beyond this latest donation, NONGFU SPRING recently announced Zhong’s plan to invest 40 billion yuan in establishing Qianjiang University in Hangzhou. This follows in the footsteps of Cao Dewang’s highly praised 10-billion-yuan investment in Fuyao University of Science and Technology. Zhong’s larger commitment has earned even greater acclaim.
The strategy appears to be paying off. This year, NONGFU SPRING’s reputation has rebounded sharply, reflected in its financials. After a slump in 2024, the company’s performance has fully recovered, with H1 revenue up 15.6% and net profit rising 22.1%—a standout achievement in the fiercely competitive beverage market.
Consequently, NONGFU SPRING’s stock has surged, with its market cap exceeding 630 billion HKD in November. Consumer spending has also reinstated Zhong as China’s richest person in 2025, with a net worth of 530 billion yuan. Given current trends, NONGFU SPRING’s growth trajectory suggests Zhong may retain his title.
Yet, philanthropy is a double-edged sword. Excessive publicity can backfire, as seen with Chen Guangbiao, who faced backlash despite substantial donations. Conversely, excessive modesty invites criticism, as NONGFU SPRING learned. The lesson? Publicize charitable efforts to earn praise, but avoid overexposure to prevent backlash.
In today’s hyper-sensitive舆论 environment, even a casual remark can spark outrage, as evidenced by the recent backlash against Yu Minhong’s internal letter celebrating New Oriental’s 32nd anniversary. While corporate actions can be bold, founders are wise to stay low-profile—perhaps the safest PR strategy in today’s climate.
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