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Little Giant Serves CSR with Volleyball

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Little Giant Serves CSR with Volleyball

Source:Yang Ming

From a minor volleyball tournament to one of the biggest sporting events in Taiwan, the Yung Shin Cup is a prime example of private corporate sports sponsorship. Boosting the local economy and community development, the tournament is a platform of exchange for the sports and health communities.

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Little Giant Serves CSR with Volleyball

By Ming-ling Hsieh
From CommonWealth Magazine (vol. 629 )

The entire expanse of the Yung Shin Sports Park in Tachia, Taichung, verdant at the height of summer in August, is quiet but for the chirping of cicadas. By the middle of September, however, it will be occupied to capacity as athletes, visitors, and referees descend en masse for the annual Yung Shin Cup Volleyball Championship.

“Two major events take place in Tachia each year. The first is the Matsu Tourism and Cultural Festival; the second is the Yung Shin Cup,” says Huang Yi-tsung, proprietor of Yi Pin Hsiang, a popular fried dumpling shop close to Chenlan Temple.

Entering its forty-fourth season this year, the Yung Shin Cup is the largest outdoor volleyball tournament in Taiwan, as well as one of Taiwan’s longest-running sporting events.

Each year, the hotels in Tachia and even neighboring areas are booked solid as soon as the tournament schedule is announced. During the tournament tour, buses shuttle athletes and visitors around, and the head chef prepares meals for 200 referees. Every year, the competition gives both the economy and the community a nice boost.

Better a Dispenser of Sports than Medicine

Yung Shin Pharm Industrial Co., Ltd. (YSP), one of the largest local pharmaceutical makers in Taiwan, yielded sales of NT$4.35 billion last year. Despite heading a pharmaceuticals company, founder Lee Tien-de, an avid athlete, believes that “no medicine is the best medicine” whenever possible.

“They’re doing something relevant to their core business, and taking a more proactive perspective on it,” says Chu-yuan Chu, chairperson of PwC Sustainable Development Services.

By setting out from the core, continuous sponsorship, and establishing deep roots, Yung Shin has for over four decades gathered more and more external resources together to make an athletic event into a platform of exchange for the sports and health communities.

For instance, the Taichung City Government began coordination efforts over the last two years to arrange for citywide public buses, portapotties, and traffic control. A referee from Hong Kong even got in touch with the organizers during this time to ask how he could participate.

“They (many external resources) like Yung Shin’s attitude, not shrinking at difficulties, and thinking of solutions,” relates Ming-Ming Chao, CEO of the Yung Shin Social Welfare Foundation.

Chu-yuan Chu notes that, for their social responsibility programs, small powerhouse enterprises can focus on undertakings related to their core values and competencies, and invest where their limited resources can be maximized. Under the decision-making, commitment, and support of company leadership, “that is the best strategy and approach for small enterprises to engage in corporate social responsibility,” he says.

Chao relates that, as 80 percent of Yung Shin’s business remains tied to prescription drugs, the company used to have low name recognition, and that “more people have heard of the Yung Shin Cup [than Yung Shin],” she says with a laugh.

Targeting the core, bringing resources together… even with limited resources, it is still possible to spread positivity and a good influence. And the Yung Shin Cup is the best testament to this.

Translated from the Chinese by David Toman

Keywords:

好友人數