Chen Guangbiao, a Chinese billionaire well known for his showy philanthropy, is one of the most well-known faces in China. Chen rose to fame in May 2008 after he sent his fleet of heavy equipment, comprising 60 units of machinery and 120 operators, as one of the earliest rescue teams into the quake-hit Wenchuan area in Sichuan Province.

In the rescue operation, his team dug out 130 people from under the rubble. He got more acclamation when he donated over 100 million yuan ($ 15.26 million) to the disaster-stricken area. He even won praise from Chinese Premier Wen Jiabao, who called him "an entrepreneur with a good conscience, morals, compassion and an attachment to the disaster-stricken area."

Chen has been active in rescue work in other natural catastrophes such as the earthquake in Yushu, Qinghai Province last year and the current one in Yingjiang, Yunnan Province.

Chen's charity dates back many years. By June 3, 2009, he had given away funds and goods worth of up to 810 million yuan ($123.60 million). To show his whole-hearted philanthropy, in September 2010, he declared, in a letter to Bill Gates and Warren Buffett, that he would donate all his wealth, amounting to 5 billion yuan ($763 million) to charity after his death. It is still highly questionable if he actually possesses this much money.

Nobody denies that Chen has a heart of gold. How many rich people are as generous as he is? Many would say Chen would be perfect if he were not such a swank. He seems to take great pleasure in playing god by posing in front of a "wall of money" stacked up with wads of cash bills and handing out envelopes filled with money to a long line of beneficiaries.

That is an interesting case study of the complexity of human nature.

Even Chen himself never denies he enjoys fame and seeks pleasure in doling out money in person to needy hands and hearing grateful words. He is even more thrilled with reporters' presence, so he asks all the beneficiaries to hold high the cash he has given them for photos. He says,"I behave in a low-key manner as a person, but I do philanthropy in a high-profile way."

The problem is that his "high-profile way" may be way too high sometimes and brings suspicion about his intentions. In fact, his recent charity trips have been increasingly flashy and ostentatious.

Not content with his reputation within the Chinese mainland, in January this year, he flew to Taiwan in what he called a "thanks-giving" trip to donate over $250,000 to poor people. On Friday, he headed to Japan to personally donate rescue supplies and 13 million yen ($158,820) to the country's earthquake and tsunami victims.

Chen purchased 30 tons of relief materials for the trip. He handed out a total of about 2 million yen, giving 1,000 yen and 100 yuan notes to students gathering street-side holding donation boxes. He stuffed his name card in as well for good measure.

Unlike other philanthropists, whose donations only build their public credit, Chen seems to have got more criticism as he does more charity. Some critics even label his showy philanthropy as "violent charity," meaning that he forces his good will on the needy at the expense of their dignity. His supporters, however, defend him arguing that he is helping people with his own money, whatever his style. His goodwill is beyond question.

I see Chen's style of charity as just the beginning for Chinese philanthropy. While laudatory, it is far from sustainable. After all, philanthropy is not a show to put the donor in the spotlight. In the US, almost all the donations are done through numerous foundations. In 2009, US charities received a total of about $300 billion in donations, according to The Chronicle of Philanthropy.

Chen's charity makes me wonder three things: How is he so certain that everyone in the crowds he hands money to is in real need of help? Would he still be so enthusiastic about charity if future legislation makes it a rule that all donations must be through foundations instead of personal handouts? And what if no media is interested in covering his stunts?