Charity At Heart Icon @ Pavilion KL

Charity is always at the heart of Pavilion Kuala Lumpur where excitement and creativity are injected into campaigns to raise fund for its corporate social responsibility initiatives. They recently unveiled its ‘Charity At Heart’ Icon which acts as a symbol of love to the community.

Charity At Heart Icon @ Pavilion Kuala Lumpur


Pavilion KL also announced during the ceremony, a sum of RM500,000 raised during its first CSR campaign of 2016, in conjunction with Chinese New Year. The amount was then topped up to RM600,000 at the ceremony by three companies, Pavilion REIT, Malton Berhad and Global Oriental Berhad.

Philip Ho, CEO of REIT, Pavilion KL; Jimmy Lim, Founder, A Piece of Hope; Puan Sri Cindy Lim, Tan Sri Abdul Aziz Ismail, Director of Lumayan Indah Sdn Bhd; Chua Thian Teck, Executive Director, Malton Berhad; Wee Beng Aun, Executive Director, Global Oriental Berhad and Joyce Yap, CEO of Retail, Pavilion KL.

The amount was raised through the sale of exclusive collections of gifts – ‘Gift of Happiness, Three Wise Monkeys’, ‘Gift of Prosperity, Three Wise Monkeys’ and ‘Gift of Longevity, Jungle Monkey Collection’, to shoppers, to raise funds for Old Folks’ Homes and special Children’s Homes, as part of a collaborative effort with APOH (A Piece of Hope).

Drum performance by the award-winning local arts group ‘Orang Orang’ Drum Theatre

The ceremony was kick-started with a crowd-engaging drum performance to symbolize the ever-beating heart of charity at Pavilion KL.

Philip Ho, Jimmy Lim and Puan Sri Cindy Lim with the representatives from the special homes

The beneficiaries were invited onstage for a group photo with Puan Sri Cindy Lim and the RM600,000 mock cheque, while tokens of appreciation were given out to partners of the campaign, namely APOH, Franz, Tenmoku, Art Ventures and Nippon Paint.


We were not left out either as we received Pavilion KL plush monkeys and lollies given out by Puan Sri Cindy Lim herself to symbolize the bestowing of wisdom and love in the Year of the Monkey.

The ‘Charity At Heart Icon’ and ‘Charity At Heart Stories’ will be displayed at Level 5 (in front of Muji) for the month of April 2016

The ceremony ended with a tour of the ‘Charity At Heart Stories’, which showcases the historical culmination of Pavilion KL’s charity initiatives and efforts since its opening in 2007. 

The stories include experiential campaigns that were award-winning, such as the 688 Trail of Fortune CSR campaign in 2014, where 688 horses were put up for adoption to raise funds for Old Folks’ homes nationwide. To date, Pavilion KL has raised a grand sum of over RM2 million in charity donations and pledges from festival fund raising, disaster relief funds and corporate donations.


For more information about Charity At Heart Icon @ Pavilion Kuala Lumpur, please visit Pavilion KL Website and FacebookPage

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