Li Woon Churdboonchart

I believe we can all lead with purpose, meaning, hope, goodness, and kindness — and that these are not just ideals, but skills we can nurture through education, reflection, and action. I’m a social entrepreneur and advocate for volunteerism, character development, and mental wellbeing, dedicated to nurturing a generation that leads with compassion and resilience. Drawing from over 16 years in corporate and investment banking, I bring the same discipline, integrity, and strategic mindset into the social sector. My transition from finance to purpose was driven by a desire to redefine success — from profit to people — and to build systems that cultivate empathy and ethical leadership. I founded The Volunteer Switchboard (VSB) and Mindful Virtues (MV) to bridge community engagement with education. My work focuses on integrating virtues and values into experiential learning, empowering children, youth, and adults to practise kindness, empathy, and integrity in daily life. Through initiatives like Once Upon a Virtue, I Am a Little Big Volunteer, and Financial Literacy 101/202, my team and I design experiences that go beyond “doing good” — we help participants understand why good matters. These programs align with Singapore’s Character and Citizenship Education (CCE) and Values-in-Action (VIA) frameworks, translating virtues into real-world practice through storytelling, volunteering, and reflection. As a National Youth Council Member, I continue to champion youth leadership, community innovation, and values-based education. I believe that by embedding virtue literacy — the ability to recognise, practise, and apply virtues in daily life — we can build a more compassionate, resilient, and united Singapore. Leading with purpose, meaning, hope, goodness, and kindness — one act, one virtue, one story at a time.