(XINHUA)

Chen Guangbiao, CEO of Huangpu Renewable Resources, has immersed himself in relief efforts across Ya'an City, Sichuan Province, ever since disaster struck the region on April 20.

He has provided large-scale machinery, life detection instruments and other necessities to the quake-hit zone along with 300,000 yuan ($47,619) in cash.

Chen, 44, is famous for his high-profile appearances at charity events. After an earthquake struck Yingjiang County of Yunnan Province in March 2011, he donated 230,000 yuan ($35,000) to people there, 200 yuan ($30) per person. A picture of him handing out money to locals subsequently received wide circulation on the Internet. "I want to use my high-profile position to stimulate China's rich to do good," Chen said, responding to criticism.