Yunlu Lee awarded the 13th the Golden Phoenix Awards 2025 - Entrepreneurial Excellence Awards

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 recipient of the Golden Phoenix Awards 2025 - Entrepreneurial Excellence Awards

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.

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.

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.

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.

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.

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.

Today, as she receives the Golden Phoenix Awards 2025 - Entrepreneurial Excellence Awards, 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.