Secret Millionaire

Secret Millionaire


Secret Millionaire is a programme focusing on current social problems, looking for people who really need help. Since 2014 this emotional and touching reality TV show has been produced by IPCN and Shanghai Dragon TV. Each episode invites a successful entrepreneur to temporarily leave their own life, hide their identity and then become a volunteer, helping out in problem areas and seeking out heroes and those in need. At the end of each episode, the ‘secret millionaire’ reveals their identity and donates money to people and causes where they believe a difference can be made. The programme takes full advantage of new media opportunities to extend its message; it has partnered with Alipay to raise nearly 10 million Yuan and various VIP off-line activities have also been arranged.