At just 19, Yunlu Lee stepped into a role few her age would dare imagine—leading a timber business in a male-dominated, globally competitive field. Nearly two decades later, she is celebrated as the 2025 recipient of the Golden Phoenix Award for Entrepreneurial Excellence.
年仅19岁时，李昀洳便毅然接棒家族木材生意，闯入男性为主、竞争激烈的出口行业。如今近二十年后，她荣膺2025金凤奖之卓越企业家大奖，实至名归。
When Yunlu Lee took over her father’s timber enterprise at the age of 19 and a half, it was not ambition that guided her, but responsibility. Thrust into unfamiliar territory, she found herself having to learn the business while leading it. That journey of baptism by fire became the foundation of what is today Authentic Timber Resources Sdn Bhd—an award-winning timber export company with international clientele across South Asia and the Middle East.
从少女到掌门人，李昀洳的转变并非源于野心，而是一份对家庭与事业的担当。她在毫无准备中上阵，在一边学习一边经营的过程中，逐渐将Authentic Timber Resources Sdn Bhd打造成享誉海外的出口企业，客户遍及南亚与中东。
Her journey in the timber industry began with considerable challenges. As a newcomer in a male-dominated field, she lacked both experience and resources. However, with the guidance from her late father during his final year and her own sincerity and perseverance, she gradually earned the trust of her clients. In the early years, she managed every aspect herself—from quotations and customs documentation to transportation and payment collection—often working around the clock without rest. It was this resilience and willingness to endure hardship that helped her stand out and gain recognition in the industry.
木材业向来以男性居多，初入行的她经验不足也缺资源。她凭着真诚与毅力，以及父亲还在世时一年的经验教导，一步步赢得客户信任。早年她亲自处理报价、报关、运输、收款等每一个细节 ，日日夜夜几乎无休。也正是这份吃苦耐劳，让她在行业中脱颖而出。
The turning point came when she decided not just to “do business,” but to “build relationships.” Instead of focusing solely on transactions, she invested time in understanding each client’s market, compliance needs, and long-term expectations. This people-first philosophy transformed her company into a trusted export partner—particularly for clients in Sri Lanka, Maldives, and the Middle East.
她的关键转折，是从“做买卖”转向“建关系”。她主动了解客户的市场需求、规范标准与长远目标，从而成为他们在马来西亚最可信赖的出口伙伴。这种以人为本的经营理念，也逐渐让品牌获得广泛口碑。
During global disruptions like COVID-19, she demonstrated strategic leadership by shifting to pre-planned logistics, risk mitigation, and digital forecasting. This adaptability allowed her company to maintain continuity and even expand during volatile periods. Beyond survival, she led the business into a service-oriented model—offering value-added guidance on timber specifications, documentation, and after-sales support.
面对疫情与汇率波动等全球性挑战，她快速调整策略，强化物流预测与风控管理，使公司不仅稳住阵脚，反而逆势成长。她更进一步将企业从单一供货者转型为综合型服务品牌，提供规格建议、文件协助与售后支援。
As a leader, Yunlu Lee values accountability and self-discipline. She believes that a team mirrors the character of its leader, and thus holds herself to the highest standards. Inspired by Kazuo Inamori, she practices sincerity in every decision, treats her staff with respect, and cultivates a workplace grounded in trust and shared growth.
在领导上，李昀洳极重视自律与承担。她坚信团队的气质来自领导者的修养，因此始终严于律己、诚以待人。她深受稻盛和夫影响，坚持每个决定都以真诚为本，营造一个信任、学习与共荣的职场文化。
Under her guidance, Authentic Timber Resources not only thrives commercially but upholds strong ethical standards. From sourcing sustainable timber to empowering local communities, the company aligns business goals with social and environmental responsibility. She believes true success lies in creating long-term value—not just for shareholders, but for people and planet alike.
她带领下的公司，不只追求商业增长，更重视道德与责任。从采购合法可持续木材，到支持社区发展，企业始终践行“利他共赢”的信念。她认为，真正的成功，是为社会与环境创造长远价值。
Today, as she receives the Golden Phoenix Award for Entrepreneurial Excellence, Yunlu Lee stands not only as a business leader, but as a role model. Her story proves that resilience, sincerity, and vision can carve out not just a career—but a legacy.
如今荣获金凤卓越企业家大奖，李昀洳不仅是出口行业的女企业家代表，更是一位以坚持、真诚与远见成就事业与人生的榜样。她用行动诠释：女性可以在传统行业中绽放出属于自己的光芒。