10/02/2018. Despite his humble upbringings, John Long has managed to make a name for himself as a business leader in the Southern California real estate industry, a prominent Chinese American philanthropist and as a Chair and key donator to two University of California institutes. Feeling increasingly compelled to contribute and give back to society as his private wealth grew, John, in 1992, decided to establish the Long Family Foundation, which he manages together with his wife Marilyn. The Foundation's projects have quite quickly grown in number as well as scope since then. With earlier projects including the aforementioned institutes – The UCLA real estate institute and UC Irvine Long US-China Institute – the recently-founded Global Chinese Philanthropy Initiative (GCPI) is a particular point of pride for John. With Asian Americans being characteristically quite low profile with regards to making charitable donations, they are often perceived as not being as engaged in philanthropy as a group. GCPI was set up, initially, to once and for all dispel that myth by means of conducting groundbreaking academic research into the matter. GCPI also aims to bridge the gap between the US and China by bringing American-Chinese and Chinese philanthropists together to forge a bond and help both countries evolve for the better.