South Korea's Samsung Electronics (SKSE) recently sponsored, with the Ministry of Information Industry (MII), a voluntary tree planting activity in Beijing.

More than 200 people, including MII chief Wang Xudong and top executives with Samsung's Greater China operations, attended the event.

The activity was aimed at bringing a "green Olympics" to Beijing. It was also part of Samsung's public relationship campaign in China.

Samsung is a sponsor of the 2008 Beijing Olympics. The firm will provide mobile communications during the Games.

Samsung is one of the most aggressive multinational firms in building a strong public image in China. In 2003, the firm established a specific division devoted to public good in China, such as providing educational programs.

(China Daily April 14, 2005)