After witnessing the 2008 financial crisis, Keung- owner of New Jinshan- enforced his "lunch-for-all" policy. Previously, he was an extremely successful entrepreneur that operated 24 roast meat restaurants in Taiwan. During the 1997 financial crisis, when all of his restaurants were forced to shut down, he developed a strong empathy for those who had lost everything after the predicament. Thus he started selling Roast Pork Rice with Double-boiled Soup at the price of HKD$11.
To date, the price has only increased to $14, despite the staggering cost of rent and food. Even though he makes a loss of $2 for every box of rice and soup, Keung still makes an effort to provide the lower-income households with as much aid as possible. He also collaborates with various charity organisations to provide free meals to the homeless and underprivileged citizens within the district.
Even more commendable, is the fact that his business is also sustainable. On the side, he runs a roast meet factory that supplies meat and other foods to other tea restaurants in Hong Kong.