Dr Jill Robinson MBE: The Founder of Animals Asia

For over 30 years, Jill has worked tirelessly to end cruelty and transform the treatment of animals across Asia. A pioneering voice in animal welfare, she founded Animals Asia to end bear bile farming and cruel wildlife trades, giving lifelong sanctuary to rescued animals in need.

How Jill Robinson became the founder and CEO of Animals Asia

Early Years & Pioneering Animal-Assisted Intervention

Jill’s dedication to animals began early, spending her school holidays volunteering in veterinary offices. Moving from England to Hong Kong in 1985, Jill worked for the International Fund for Animal Welfare, where her career in animal welfare started to take shape.

In 1991, Jill launched ‘Dr Dog’, Asia’s first animal-assisted intervention programme, alongside her golden retriever, Max. With the help of enthusiastic volunteers and their wonderful dogs, Dr Dog has seen these tail-wagging ambassadors give comfort and bring joy to thousands of adults and children in hospitals, care homes and rehabilitation centres, while also helping to shift cultural perceptions of animals.

The Moment That Changed Everything

In 1993, Jill visited a bear bile farm in southern China, an experience that would change the direction of her life.

Living in horrific conditions, she witnessed rows of Asiatic black bears trapped in cages barely bigger than their bodies, unable to turn or lie comfortably. These bears had been kept this way for years, undergoing painful bile extraction for use in traditional medicine.

Faced with the reality of these conditions, Jill sensed hope. One bear reached out through the bars of her cage. As she took her paw, Jill’s determination to act was ignited. This silent exchange with the moon bear she named ‘Hong’ (‘bear’ in Cantonese) inspired a fierce commitment to end bear bile farming across Asia.

Five years later, in 1998, Animals Asia was born, raising awareness of an industry that little was known about outside of Asia.

Rescuing Bears and Building Lifetime Sanctuaries

With tens of thousands of bears kept on farms across the region, Jill recognised the desperate need for change. Working with governments, communities and supporters around the world, Jill and Animals Asia began seeking advice from the authorities while offering support in the form of sanctuary construction and the rescue of bears from illegal farms. 

Through Animals Asia’s efforts over the last 30 years:

• Hundreds of bears have been rescued
• Around 290 bears have been rescued from Vietnam alone
• Purpose-built award-winning sanctuaries in China and Vietnam provide lifelong care

These sanctuaries give rescued bears the chance to experience grass beneath their paws and fresh air in their lungs, with the companionship of other bears and expert care.

Through the hard work of Jill and Animals Asia, Vietnam is now close to becoming the first country in the world to end bear bile farming, signalling one of the most significant wildlife protection victories in decades.

Driving Systemic Change Across Asia

Jill’s work has expanded beyond rescuing bears to address wider animal welfare challenges.

Animals Asia is working to end the dog and cat meat trades, collaborating with government departments and educating a growing number of animal-loving communities about kinder alternatives and the importance of protecting animals.

Jill is also raising awareness of animal exploitation in tourism, promoting ethical elephant tourism and training animal welfare professionals, veterinarians and animal carers in modern, welfare-led approaches to care.

Through persistence, diplomacy and cultural respect, Jill has built an approach centred on collaboration, respect and unity, improving the lives of captive animals and helping to create long-term, sustainable change. This pioneering work has earned her international respect, including an MBE from Queen Elizabeth II for her services to animal welfare in Asia.

A Shared Vision: Friendship with Jane Goodall

Jill belongs to a generation of women who have reshaped how the world views animals, including the late conservationist, Dr Jane Goodall. Jane was a close friend and mentor, holding a shared belief that meaningful change is only achieved through patience, understanding and perseverance.

Jane described Jill as, “The future of animal welfare in Asia,” reflecting their conviction that change for animals starts with understanding how they think and feel fear, grief, relief, joy and connection. Jane’s influence gave Jill the courage to keep going, even when challenges felt insurmountable.

Looking to the Future: Freeing the Final Bears

With Vietnam on the verge of ending bear bile farming, Jill and Animals Asia are close to seeing a part of the founding vision realised. However, the work is not yet complete. Across Vietnam, around 150 bears are still held in captivity, and time is critical, with four bears dying each month in their cages before they can be rescued.

Animals Asia remains committed to rescuing every remaining bear and providing them with the lifetime sanctuary care they deserve.

Jill’s ongoing legacy and the story from the first to final free bear will be documented in a book, planned for release in June 2027.

The Animals Asia Journey

Jill’s personal mission to end bear bile farming has rapidly grown into a global movement. Under her leadership, Animals Asia has rescued hundreds of animals, improved welfare standards across Asia and worked tirelessly with governments, industries and communities to reduce and end  animal suffering.

Jill’s promise to Hong has become a lasting legacy of change.

You can read more about the Animals Asia story, celebrate our milestones and learn about the team’s achievements since 1998.

Reflections from the Field: Jill’s Blog

Jill’s work shows that cruel wildlife industries can end, and she regularly shares her personal reflections, sanctuary updates and thoughts on the ongoing campaign to end bear bile farming through Animals Asia’s blogs.

Stay updated with all of Jill’s latest rescue stories, milestones and news from the ground.