WHY HIM? Jun was a successful businessman when he visited Inner Mongolia and saw the devastating effects of desertification. Where grassland should stretch as far as the eye can see, there was nothing but sand. In 2001, he spent 50 million yuan building the Moon Lake eco-tourism resort in Alxa League, where his team educates people about the impact of desertification and how to reverse it. THAT ’S NOT AL He also founded See Conservation to help protect vulnerable environments in Inner Mongolia and elsewhere in Mainland China. In 2017, See Conservation opened its 13th centre in Shanxi.