As seven Bentley limousines line up in front of the Beijing Grand Hyatt Hotel, one hundred social elites are listening inside to music played by China's top violinist. The event in attendance is a charitable auction organized by Rupert Hoogewerf. CEO of Euromoney China. The 34-year-old compiled China's first Rich List in 1999 and since then has become well known among many Chinese. In the past six years, he has developed his business into a media platform for China's growing wealthy class through publishing magazines and organizing public events.