Source: Oriental Morning Post
Business School Gobi Challenge Accused of Turning from Charity to Commercial Competition Organizers Say Event Will Improve but Not Halt
The "Silk Road of Xuanzang" Challenge
An experiential cultural competition among EMBA students from business schools in China and abroad, it has been successfully held for six editions so far, attracting renowned institutions such as Peking University, Fudan University, Cheung Kong Graduate School of Business, and Nanyang Technological University over the years.
The race is extremely grueling, taking place in the Maha Yanqi Gobi of Dunhuang at the border of Gansu and Xinjiang—a historic stretch where Master Xuanzang once hesitated, faced life-and-death challenges, and ultimately achieved the great feat of perseverance and transcendence 1,300 years ago. Participants, EMBA students from various schools, must trek 110 kilometers across the saline-alkali Gobi Desert in four days—average altitude 1,500 meters, with extreme day-night temperature differences, strong winds and sandstorms, and severe water scarcity.
CEIBS participants in the "Silk Road of Xuanzang" Gobi Challenge.
Liu Wen, 37, had just left his job to start a business last year
2月4日5：15，真困；21：52，天啦，今晚别再让我失眠了，很痛苦；2月5日5：19，还是困。
Liu Wen, a 37-year-old entrepreneur and alumnus of the Beijing Class of EMBA09 at CEIBS who was participating in the selection for the "Silk Road of Xuanzang" Business School Gobi Challenge, posted his final message on Tencent Weibo. On the morning of February 5, during the finals of the CEIBS Gobi Selection Race, he suddenly collapsed just 200 meters from the finish line. Despite immediate on-site emergency treatment by doctors and swift hospital transfer, he passed away later that day after unsuccessful resuscitation efforts.
A gathering meant to inspire self-challenge ended in tragedy; a warrior preparing to embark on the "Silk Road of Xuanzang" fell just 200 meters from the finish line, leaving behind a young daughter, elderly parents, and a fledgling business... The widespread discussion and controversy stem from criticism and reflection on the "Silk Road of Xuanzang" Business School Gobi Challenge. What was originally an "experiential cultural event" has transformed into an extreme athletic competition, prompting calls for reform.
Challenging the Limits
Competing in Selection While Suffering Insomnia?
The "Silk Road of Xuanzang" is an experiential competition initiated by TV producer Qu Dongxiang, known as the "Silk Road of Xuanzang International Business School Gobi Challenge." It takes place over four consecutive days and 112 kilometers in the Gobi Desert of Guazhou—the very site where Xuanzang once faced life-and-death trials and ultimately achieved the feat of "perseverance and transcendence." Thousands of EMBA students from more than ten prestigious institutions, including Tsinghua (which later withdrew), Peking University, Fudan, Jiao Tong, Renmin University, Cheung Kong Graduate School of Business, CEIBS, Hong Kong University of Science and Technology, National University of Singapore, and Nanyang Technological University, have participated in the event.
The deceased Liu Wen, only 37 years old, was a student in Class 1 of EMBA09 at CEIBS's Beijing campus. A native of Jinhua, Zhejiang, he had just resigned to start a business late last year. His parents are elderly, and his daughter had just started elementary school.
On February 5, during the selection race "CEIBS Go Seven Pre-selection Finals" held in Shenzhen, under conditions far less harsh than those of the actual Gobi Desert, Liu Wen suddenly collapsed during the race and tragically passed away.
In preparation for the Gobi Challenge selection, he trained for two months in advance. According to insiders, Liu Wen was an experienced outdoor enthusiast who had performed well in previous cross-country and outdoor sports without any reported health issues. On February 4, he ran 20 kilometers, continued for another 20 kilometers on February 5, and collapsed just 200 meters from the finish line.
"This race selects just over ten from over a hundred participants, and the pressure on the contestants is immense." Liu Wen’s Weibo profile picture featured a photo of himself as a “traveler”—wearing a baseball cap and carrying a backpack. His final Sina Weibo post at 19:37 on February 3 read: “Go for it and have fun running tomorrow and the day after!” It’s clear he was very much looking forward to the event.
His final message on Tencent Weibo was: 2月4日5：15，真困；21：52，天啦，今晚别再让我失眠了，很痛苦；2月5日，5：19，还是困。 Classmates who saw the posts analyzed: “This shows Liu Wen was severely sleep-deprived, pushing through multiple nights of insomnia to compete. Coupled with public info about him recently starting a business, the pressure must have been immense.”
The "Silk Road of Xuanzang"
Seven Years of a Journey Going Off Course?
While mourning the sudden death of a fellow "geyou" (the term used for participants in the Gobi Challenge), attention has turned to the event itself—the "Silk Road of Xuanzang" Gobi Challenge, a competition for the EMBA community that has garnered significant attention and enthusiasm in recent years.
The "Silk Road of Xuanzang" Business School Gobi Challenge dates back to 2005. Between 2005 and 2006, the large-scale cultural exchange and exploration activity “Silk Road of Xuanzang” set out from the Great Ci'en Temple in Xi’an, China, to Nalanda Temple in India. Spanning two years, it retraced the entire journey of Xuanzang’s westward trek. In 2006, a segment of this route within China—from the ruins of Ta’er Temple near Guazhou in Gansu Province to Bai Dunzi near Hami in Xinjiang, approximately 120 kilometers—was selected. Beijing Xingzhi Exploration Culture Communication Co., Ltd. (formerly Beijing Xingzhi Media Culture Co., Ltd.) launched the Gobi Challenge. In promotional materials, the organizers defined the event as an “outdoor cultural experience competition.”
The main source of revenue for the event comes from participant fees, which initially were 7,500 yuan per person (excluding airfare and equipment costs), later rising to 9,000 yuan per person, a figure maintained for four years. By the sixth edition, while initial participating schools retained the 9,000 yuan fee, new entrants were charged 13,000 yuan per participant.
Originally an experiential charity event, over time it gradually shifted toward competition, with growing emphasis on winning. Business schools vied intensely for the championship to boost their influence. Controversies arose between Cheung Kong Graduate School of Business and Tsinghua SEM over who won and the rules of the race, with Tsinghua SEM eventually deciding to withdraw indefinitely.
Returning to Shanghai after the fifth Gobi Challenge, Xiang Youliang, one of the founders of the SJTU Antai EMBA Outdoor Club, felt somewhat disheartened. “On the Gobi, heroes are revered, but there isn’t much encouragement for challenging oneself in personal ways,” he noted. He observed a fanatical pursuit of results. As an outdoor enthusiast, Xiang expressed concern: “EMBAs are typically composed of managers with strong individualistic tendencies. This event seems to be excessively fueling that mindset.” This drift stands in stark contrast to the original concept of an “outdoor cultural experience competition.”
As the event evolved, Xiang Youliang’s concerns became reality. Competitors from various business schools studied the rules and devised strategies accordingly. A paradox emerged: EMBA programs require at least seven years of management experience, meaning the average age of participants is over 40. With training, some did surpass themselves, becoming quasi-marathon-level runners in their 40s. But unfortunately, others suffered knee injuries, muscle strains due to performance pressure, and in severe cases, even collapsed during training.
Intense Rivalry
Olympic-Style Event Organization?
The emergence of risks is not only something that the business model of the Gobi Challenge failed to prevent, but is also precisely triggered by one of the most critical mechanisms in its business model — the "celebration" of individual heroism.
In recent years, CEIBS has clinched three consecutive championships, and the pressure to win has made the internal selection process especially fierce. Under the weight of this pressure, some joke that CEIBS is organizing the Gobi Challenge with the methods of running the Olympics. However, some CEIBS alumni also noted that the school has gone to great lengths regarding safety: there’s a security guard stationed every two utility poles, a mid-race aid and medical station every 2.5 kilometers, a medical point every 5 kilometers, comprehensive emergency medications available, and volunteers patrolling the route — essentially leaving no blind spots. The safety measures are far superior to those seen in domestic marathon races.
“Within our organization, there are two voices on this competition: one believes people should pursue higher ideals and strive for a spirit of self-transcendence by challenging their limits; the other argues that any sporting event should prioritize safety, and experiential activities shouldn’t turn into competitive races,” said an insider who preferred to remain anonymous. “I had previously raised concerns about the safety of the event, but no one paid any attention. I had no choice but to stay silent. Now that something has actually happened, perhaps it will lead to reform.”
“To ensure the healthy development of the event, one crucial step is to revise the race rules,” stated Zhang Liqing, an alumnus of Shanghai Jiao Tong University Antai EMBA and president of the outdoor club.
However, some EMBA participants believe that low-probability incidents are unavoidable and that such events shouldn’t be used as a reason to avoid them altogether.
Qu Xiangdong, chairman of the event organizer Beijing Xingzhi Media Culture Co., Ltd., told Early Morning Post reporters that greater emphasis will be placed on safety and the health of participants in the future. However, the event will not be canceled because of this incident. It will continue, but with further improvements.
◎ Reflections
Challenging your limits must be done within your capabilities
“Your energy exceeds your imagination!” is the slogan of the Gobi Challenge, meant to inspire more people to tap into their potential. After Liu Wen’s sudden death, many are reflecting on whether participating in such competitions still holds meaning.
EMBA students have voiced their opinions. Some admitted, “A vibrant life is gone just like that. We’re not young anymore. As one classmate put it, we’re in a state of sub-health. For people like us, it’s really important to know our limits when challenging ourselves. Even those who are confident in their abilities should get a thorough health check in advance to prevent any issues. Once again, our condolences. A heavy sigh.”
Others suggested, “We recommend that CEIBS’ seventh Gobi Challenge stop pursuing speed and rankings, and that all participants complete the ‘Xuanzang Journey’ on foot. Because life is more important than honor. Let our actions mourn the deceased and advocate that ‘you are more important than honor.’” Many netizens believe that most participants in EMBA programs are small and medium-sized enterprise owners and entrepreneurs, who often lack time for regular physical exercise and may not have the physical conditioning to endure such an intense Gobi Challenge.
Regarding Liu Wen’s sudden death during outdoor sports, many have stated that outdoor activities and high-intensity sports carry certain risks. These risks can be minimized through scientific training, rigorous logistical support, and a strong sense of responsibility toward oneself and one’s family. Specifically, for MBA Gobi Challenges, placing the highest priority on risk warnings and the prevention of sports injuries is essential.