Shiang Cheng Hang, a Taiwanese oil distributor with over 60 years of history, is undergoing a profound transformation towards sustainability. Leading this change are the second-generation successors, current chairman Qiu Meng Han (Dio) and his younger brother Cheng Han Qiu.

As heirs of a family business, Dio admits that redefining the “corporate purpose” (as enterprise life) of their family business was no easy task. However, from his past experience working at TEDx Taipei, he learned how to connect people through storytelling, which helped him gain sharper insights into the values and challenges of SMEs upon returning to the family business.

At the beginning of the transition, Dio and his brother, who serves as the general manager, constantly asked themselves: “Who are we? Where are we? What can we do?” After a series of self-reflections, they decided to start with what they knew, centering the brand on “care” as their core value and integrating a new sustainable philosophy. This marked the beginning of their transformation journey.