Jesher Loi
Director, Branding and Market Development (Ya Kun International) / Orchestral Conductor
Sanctuary House Ltd
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Who are you? Tell us a bit more about yourself!

I lead a double life. On one hand, I manage the family business and have dived deep into the nuts and bolts of running an F&B Company. On the other hand, I have a deep passion for Classical music, especially orchestral conducting. The ability to inspire without words makes music an extrememly powerful language.

What’s your story? Tell us about a life-changing incident.

Why 50for50 and why now?

It is never too early to start living for a cause bigger than yourself and it is never too late to begin.

What gets you up in the morning?

Responsibility – to my family, my place in society and to God.

Why this cause out of so many causes?

I was looking for a cause with a lasting impact and to be able to aid the families get back on their feet again will have long-term benefits to their lives. But more importantly, being able to touch their lives at such a critical point will be a blessing.

Any experiences with charity or non-profit work before?

I sit on the Board of Directors for SCAPE and it is very exciting to plan and guide the direction so as to maximize outreach to the youth.

What kind of change are you looking to bring about as a changemaker?

To kick-start a momentum of sharing with those who have less.

What is your big idea on how to raise funds for 50for50?

1Percent Pledge is an initiative where an individual can pledge 1% of his monthly income from now till December to make a difference in the lives of the less privileged. 1% to a working adult probably does not make a large impact to him but to someone struggling financially, it may mean transport allowance for the month or recess money for the entire month. So let’s make an impact to those in need by pledging 1% of our incomes to better their lives. #1percentpledge