Many Western ethics focus upon trust. Confucius, however, never discusses trust, concentrating instead on trustworthiness. This striking shift of emphasis has numerous implications for what would qualify as the ethically sound conduct of business. The first section of this paper examines Confucian trustworthiness in detail. The second section of the paper discusses how the ideal of trustworthiness makes itself felt in business practices within China. The paper concludes by raising and addressing several objections to the Confucian emphasis on trustworthiness.