'Lord of scents' Joel Cruz, 3 Pinoys among Forbes' philanthopy heroes

MANILA, Philippines - Joel Cruz, chief executive of the perfumery behind Aficionado Germany, was recognized along with three other Filipinos in Forbes Magazine's "Heroes of Philanthropy" in Asia Pacific published on Wednesday.

Cruz, tycoons Henry Sy and John Gokongwei, Jr.--among Forbes' world billionaires--as well as renowned architect Jun Palafox joined the region's "most notable givers" who have embarked on various social projects.

Forbes Editor John Koppisch, who headed the team that put the list together, said that they chose four "outstanding" personalities from each Asian country who shell out from their own pockets and not from their companies.

"Donating shareholder funds isn't charity. We also don't list people who work in philanthropy as foundation heads, volunteers and fundraisers ... we want to focus on people writing the checks," Koppisch said in the report.

The Forbes report said Cruz, nicknamed "lord of scents," channels part of his personal income to abandoned and sick children and teenagers, elderly and disabled.

"Each year his company–the manufacturer of Aficionado Germany, the country’s leading mass-market perfume brand–celebrates its anniversary by giving cash to charities and paying employees to volunteer for a day," the report added.

The country's wealthiest man, Henry Sy, was included in the list anew this year for his sizeable $7-million donation to the De La Salle University to fund the construction of the Henry Sy Sr. Hall in time for the school's 100th birthday.

"The Philippines’ richest person continues to disburse chunks of his fortune ... In December he donated $112 million to an unnamed foundation," Koppisch said.

Gokongwei, meanwhile, financed the Gokongwei Brothers Foundation with his own JG Summit company shares, which have grown to $1 billion since 2006, the report said.

"The foundation is the conglomerate’s largest shareholder, with a 29.4 percent stake worth $2.3 billion. Disbursements are funded out of company dividends and focus on education, such as a $6 million gift made over the past 2 years to De La Salle University’s College of Engineering," Koppisch added.

While Sy and Gokongwei provide funds for educational projects, Palafox uses his design prowess to build low-income housing developments and churches.

Forbes said Palafox's internationally recognized firm, Associates, built a 12-hectare low-cost residential area in the expansive dumpsite community Smokey Mountain in Manila.

"A former Catholic seminary student, he gives money to a program helping needy churches and in the last 5 years, his firm has done pro bono architectural and interior design or master planning for 6 church-related projects," the report said.

The Forbes' list includes generous souls from Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand.

The efforts of the 48 in the list, range from funding for entire departments in universities, campaigns to improve the poor's lives, granting all-expense paid holidays for blue collar worker to being pro bono ambassadors of causes.

"All are leaving the region a powerful legacy–whether it’s museums, symphony orchestras, a global project to eradicate polio, rural kindergartens, free health clinics or help for war refugees," Koppisch said.