Giraffes in the Serengeti National Park of Tanzania, 2009. [Photo by Luo Hong/Provided to China Daily]

Luo Hong is the president of Holiland Bakery, one of the largest bakery chains in China. He is also well known as both a photographer and an active campaigner for environmental protection.

Born in Sichuan province, Luo's affinity with nature is rooted in the beautiful landscapes of his hometown, which he has delighted in photographing since his early childhood. After graduating from high school, Luo left his home village to study photography in Chengdu, and it was there that he came up with the idea of starting a bakery business, modeled on Western ideas. The business later became his major concern and built him into one of the most successful businessman in China.