The world of Tzu Chi July 2020 (Vol.124)

10 2020 • 07 eature C hief Operating Officer of Jing-Si Books & Café worldwide, Maureen Siao helms nearly a hundred Jing-Si Books & Café outlets and is one of the core leaders of Jing- Si Publishing Co., Ltd., the publications and cultural products arm of Tzu Chi’s Mission of Humanistic Culture. According to Maureen, rather than operating as a corporate entity, Jing-Si Publishing is conceived from the compassionate aspiration of Master Cheng Yen and the Jing Si Abode in Hualien, Taiwan to benefit and enrich the lives of others through the production of a series of wholesome Jing-Si products, ranging from instant beverage mixes and reading materials to soaps and household cleaning products. “A corporation is driven by business plans, which distracts us from our pure, honest intentions and innate nature. On the other hand, the Abode is an embodiment of the spirit of compassion. The main aim of establishing Jing-Si Publishing is to advance Master Cheng Yen’s aim to purify hearts and minds,” explained Maureen. Jing-Si Publishing distinguishes itself from most corporations in its commitment to the well-being of humanity, a principle represented by such products born of necessity as the Jing-Si instant noodles and instant rice, as Maureen observed. She revealed that during times of disaster, the easy-to-prepare provisions are among the first products to be removed from the shelves and distributed to disaster victims instead; profits are a secondary consideration. The Jing-Si legacy of compassion Master Cheng Yen has often insisted on positioning Jing-Si Culture as an enterprise with integrity, as opposed to the profit-focused nature of most corporations. It is an honest enterprise committed to the well-being of humanity, in keeping with Tzu Chi’s philosophy of compassion. Otherwise, Jing-Si food products are available for purchase by the general public. “It’s too late to only start manufacturing emergency food supplies after a disaster has struck. The Dharma masters at the Abode are constantly preparing for not only everyday eventualities, but also the future. Therefore, Jing-Si Publishing is a uniquely mission-based enterprise.” The quality of relief supplies that are procured locally upon arriving at the disaster site may vary across locations, but Jing-Si products are developed and manufactured by adhering to stringent standards. The Jing-Si instant rice was formulated as an emergency food provision by the Dharma masters at the Abode in accordance with the real-life conditions of disaster-stricken areas, resulting in a quick-cook solution to the subsistence needs of disaster victims – the rice is ready for consumption after soaking in water for 20 minutes. The advantages of the Jing-Si product line are currently accessible beyond Taiwan, expanding to many other countries worldwide. Maureen believes that those residing outside of Taiwan who have had the opportunity to sample Jing-Si products will be moved by their uniqueness. “Especially Master Cheng Yen’s books, which represent the Master’s irreplaceable philosophy,” stressed Maureen, associating the appeal of Jing-Si merchandise with the special significance of the Abode as the spiritual home and the origin of the Jing-Si