“Social Contribution is Not about Donation but Participation” Integrative Discussion 2 - Asia to Asia Corporate Social Responsibility (CSR) is an on-going task for multinational corporations anywhere in the world. In particular, Asian corporations that have been merely mimicking the CSR management model of the West face new challenges because of the cultural differences between the West and the East calls for CSR management that is unique to Asia. Lee Won-jae, the president of Hankyoreh Economic Research Institute moderated the second integrative discussion entitled ‘Asia to Asia’. Korean and Chinese corporations introduced their experiences in implementing CSR. Yang Dawei, the COO at HwaWei, said, “The Chinese corporations face challenges in gaining trust and sincerity due to the intellectual property rights issues and products of fake brands. They can strengthen their CSR management by prioritizing efficiency and customer satisfaction.” Shin Heon-cheol, the vice president of SK Energy, introduced the case of SK Group that is implementing CSR through participating in solving social issues rather than just donating materials. SK is taking the lead in promoting social enterprises in collaboration with the government, local governments and civil organizations. Yoo Sang-hee, the senior management director of POSCO Research Institute, introduced the emergency aids and searches on social sciences that POSCO has been promoting in order to gain a positive imagine in Indonesia, China and India. Shin Muchol, the managing vice president of corporate communications for Korean Airline, introduced Korean Airline’s forestation projects in China and Mongol that intends to prevent global warming.