Chen Guangbiao, a high-profile Chinese millionaire and philanthropist, made headlines once again this week, after he sprayed liquid from a fire extinguisher into his mouth to show everyone that it’s non-toxic and completely safe. I’m pretty sure there’s a valuable PR lesson in there somewhere.

Chen Guangbiao, who you might now as the guy who sold canned fresh air last year, is no stranger to shocking PR stunts, but no one present  at his training center for disaster relief, in Nanjing, Jiangsu province, on Wednesday, expected him to go as far as spray fire extinguisher liquid into his mouth. Chen was there to promote some new equipment for disaster relief, when, in an attempt to show the advantages of his “green” fire extinguisher, he swallowed a hot curry and sprayed the small canister directly into his mouth to quell its burning effect. “Ok, it’s not the sort of thing fire extinguishers are made for, but it proves the point – that it is non-toxic and harmless,” Chen told reporters present on the scene.

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It was bound to happen at some point, I guess. Chen Guangbiao, a famous Chinese businessman and philanthropist, has recently launched a line of canned fresh air collected from various parts of China and Taiwan. The product is called “Chen Guangbiao: Nice Guy” and sells for about $0,80.

It’s no secret China has a huge air pollution problem, but while authorities don’t seem to be taking any action to resolve it, billionaire Chen Guangbiao, aka “Brother Biao” is trying to raise awareness in a very original way. He has recently started selling canned fresh air collected from “revolutionary” areas of China, including Jinggang Mountain in Jiangxi Province and some ethnic minority areas and Taiwan. “One only has to open the can, directly ‘drink’ it or put the nose close to the can to breath deeply,” Chen said. He also mentioned there is a chip in the can, and during the “packaging process”, when the negative oxygen ions reach a certain concentration the lid is triggered by the chip and closed. And since the air is compressed, it stays inside the can even without a lid, the quirky philanthropist claimed. Before the big launch of “Chen Guangbiao: Nice Guy” canned air, Brother Biao said he was confident of its success, because there are lots of people in big cities inhaling air mixed with vehicle exhaust every day who are dying for a breath of fresh air.

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