George Masa Foundation

The George Masa Foundation inspires young people to embrace Masa’s legacy by using their creativity to appreciate and protect the natural beauty of the world around them. We find inspiration in George Masa, who used his photography and advocacy to celebrate and protect wild spaces, leaving a lasting impact. We strive to inspire young people to follow his example, using creativity to care for and connect with the natural world. Shoji Endo "George Masa" (1885-1933) Shoji Endo, known as George Masa after immigrating to the United States from Japan, was a self-taught photographer and passionate conservationist. Despite facing financial, physical, and racial adversity, Masa made significant contributions to the preservation of the Southern Appalachian wilderness. His dedication led him to scout and map miles of trails that would later become the North Carolina/Tennessee section of the Appalachian Trail. As an early and beloved member of the Carolina Mountain Club, which celebrated its 100th anniversary in 2023, Masa's photographs were pivotal in persuading John D. Rockefeller Jr. to donate millions of dollars to help establish Great Smoky Mountains National Park. In 2022, North Carolina recognized Masa's legacy with a state historic marker, making him the first Asian person to receive such an honor in the state. Though he tragically died of tuberculosis at the age of 48 in 1933, his legacy endures. His memory is commemorated by Masa Knob, a 5,685-foot peak in Great Smoky Mountains National Park that bears his name. Masa was fond of saying, "More walk, less talk," a philosophy he lived by as he devoted his life to exploring and preserving the natural beauty of the Southern Appalachians.