“Confucianism”, an Alternative Source of Belief in Contemporary Chinese Society: An Empirical Study of the Founding of <i>Xin</i> 信 in a “Confucian” Company

Open claims to Confucian values, often associated with cultural traditionalism and a larger revival of Confucianism among the Chinese population from the 2000s onwards, have gained momentum in the world of entrepreneurs. The intensity of this phenomenon can be explained by a wide variety of motivations, among which a desire to establish a belief, a sort of xin 信 towards traditional values, has emerged from within the “Confucian” company. Based on fieldwork carried out between 2017 and 2018 at TW, a private company located in Dongguan (Guangdong), this paper aims to analyze the efforts undertaken by “Confucian” managers to use the spiritual guidance role of Confucianism. Our work is organized into three sections. First, we analyze the main modalities of proselytizing within TW. Then, based on the personal experiences of three employees of this company, we try to understand how they live the jiaohua and to what extent this “educational” experience inspired by Confucianism has allowed them to reorient themselves towards a new way of perceiving the world. Finally, by placing it in a broader context, that of contemporary Chinese society’s crisis of values, we question the role Confucianism can play in the foundation of a population’s beliefs