Who We Are

WWF (World Wide Fund for Nature) is one of the world’s largest and most respected independent organizations dedicated to the conservation of nature. Since the first office was founded in Switzerland in 1961, WWF has grown into a global network active in more than 100 countries with almost five million supporters.

WWF has been active in China since 1980, when it was invited by the Chinese government as the first international NGO to work on nature conservation. The Beijing office opened in 1996, and there are now 8 additional field programme offices spread across China.

WWF has more than 120 staff working in China on a broad range of conservation programmes including species, freshwater, forest, marine, climate change and energy, the green economy and footprint.

In 2010, WWF celebrated 30 years of conservation work in China. Our major achievements over that time included supporting the establishment of 62 giant panda nature reserves, the protection of over 1.64 million ha of wetlands through the Yangtze Basin wetland conservation network, and the certification of close to 1.25 million ha of forest as part of the Forest Stewardship Council’s responsible management system.

Working with partners, we have promoted sustainable business practices and launched China’s pioneering low carbon demonstration cities, Baoding and Shanghai.

WWF has also raised awareness about conservation and sustainability issues and encouraged the public and the private sector to take action through activities such as the "20 Ways to 20%" energy saving initiative and Earth Hour, the world’s largest climate change action campaign.
People’s choices over the next decade will determine the fate of all life on Earth, and the actions taken in China will play a critical part. WWF believes China can play a leadership role in the journey towards sustainability. By working together, we will find the best solutions to save nature from the severe threats posed by humanity.

WWF's Mission Statement

To stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature, by:
  • conserving the world's biological diversity
  • ensuring that the use of renewable natural resources is sustainable
  • promoting the reduction of pollution and wasteful consumption.

WWF's Guiding Principles


To guide WWF in its task of achieving the mission, the following principles have been adopted. WWF will:
  • be global, independent, multicultural and non party political
  • use the best available scientific information to address issues and critically evaluate all its endeavours
  • seek dialogue and avoid unnecessary confrontation
  • build concrete conservation solutions through a combination of field based projects, policy initiatives, capacity building and education work
  • involve local communities and indigenous peoples in the planning and execution of its field programmes, respecting their cultural as well as economic needs
  • strive to build partnerships with other organizations, governments, business and local communities to enhance WWF’s effectiveness
  • run its operations in a cost effective manner and apply donors’ funds according to the highest standards of accountability.