陶朱公
Tao Zhu Gong, venerated as a symbol of wealth
Tao Zhu Gong (536-448 BCE) is more commonly known as Fan Li. He was a distinguished politician, military strategist and economist in the Spring and Autumn Period. Tao Zhu Gong was the name he used after achieving a decisive victory for the Yue Kingdom over the Wu Kingdom, and retreating to live a secluded private life as a businessman in the Tao area of present-day Shandong Province, together with his wife, Xi Shi, one of the renowned Four Beauties of ancient China.

In addition to his political achievements, he also became a legend for his success in business. According to Records of the Grand Historian by Sima Qian, Fan believed that Tao was the geographical center of China, where goods from all regions were traded. He was good at selecting the right people for various tasks and seizing the opportunities in business. He became incredibly wealthy three times in 19 years and each time gave away everything he had to his poor friends and remote relatives.

Tao Zhu Gong was considered by Sima Qian to be an example of the old saying that a virtuous man tends to do virtuous things when he gets rich. In Chinese culture, he was later considered as the Saint of Businessmen or the God of Wealth.

弦高犒师
Xian Gao rewarding the army,  a symbol of behaviours of a patriotic businessman

According to the Commentary of Zuo on The Spring and Autumn Annals by Zuo Qiuming, Xian Gao was a businessman from the Zheng Kingdom in the Spring and Autumn Period (770-476 BCE) who travelled among the kingdoms doing business.

One day, on his way to do business, he encountered the army of the Qin Kingdom, who were planning to attack his homeland of Zheng. Immediately, Xian sent a messenger to inform his homeland. To save his homeland, Xian sent 12 oxen as gifts to the Qin army. He said to the general: “My king has heard that the army from your country is about to visit our kingdom. His Majesty sent me to treat with you. Although our kingdom is poor, we would like to serve you as long as you want.” Realizing that Zheng Kingdom already knew of the military foray and was well prepared, the Qin general then abandoned the plan.

This story is usually quoted to praise a patriotic businessman.