Kuala Lumpur, 30 November 2021 – With most Malaysia’s economic sectors have reopened following the various states transitions under the National Recovery Phase, the economic recovery and community’s livelihood still requires much assistance and support.
Recent data from the Department of Statistics Malaysia’s 2020 data projected the pandemic had reversed the decreasing trend on absolute poverty, causing it to increase to 8.4%. The Malaysia’s Voluntary National Review (VNR) report for 2021 highlighted an increase in number of children from poor families as a result of rising unemployment and underemployment combined with inadequate social protection.
In cognisance of this, Sunway Malls is rechannelling 30% of their annual Christmas decoration budget into CSR effort to aid of marginalised and underprivileged communities.
The effort is expected to benefit several communities and NGOs. Among the beneficiaries include Bake with Dignity, Buku Jalanan Chow Kit, My Kasih, PgCare Alliance, and The Lost Food Project.
With the rechannelling of decoration spending, Sunway Malls’s festive decorations will remain a steadfast thing albeit a more modest one to reflect the prevailing sentiments of the pandemic. The mall group worked closely with its pool of 2000 retailers in repurposing packaging materials to build their main Christmas trees. It also symbolised the foundation of joining forces together to build the retail industry after a year of standstill.
HC Chan, CEO of Sunway Malls & Theme Parks shared “The prevailing thought is shifting expenditure rather than cutting expenditure. The savings from decoration are channelled into shopper rewards, redemptions and community aid projects. This is certainly a more incisive and innovative approach in aiding business recovery.”
As the year draws to a close and the Christmas festivities have come around once again, Sunway Malls‘ ‘Together for Good’ campaign that will see shoppers, tenants and the malls coming together as one to ensure no one is left behind in celebrating this wonderful time of the year.
‘TOGETHER FOR GOOD’ WITH SUNWAY MALLS
Sunway Pyramid
From 19 November to 26 December 2021, Sunway Pyramid’s LG2 Blue Concourse and selected portions of the mall will be part of an engaging Augmented Reality (AR) journey where shoppers will have to complete a total of five games to redeem special rewards. They will also be in the running for a lucky draw with prizes from tenants such as Michael Kors, Kiehl’s, Kate Spade, JD Sports, TOUS, Watatime, Sulwhasoo, L’Occitane, Origins, Clinique and more.
Sunway Pyramid shoppers can also give back through the malls’ CSR initiative that will benefit the underserved through charity partner MyKasih. They can purchase a teddy bear from the CSR booth in the concourse for RM10, where all proceeds will be channelled towards impoverished families across the country. As a sign of gratitude after making the donation, shoppers can press a button to light up the Christmas tree in the concourse.
Sunway Big Box & Sunway Citrine Hub
Sweet celebrations await shoppers at Sunway Big Box & Sunway Citrine Hub, where giant Gingerbread Man houses will be housed along with candies, biscuits and Christmas trees from 19 November 2021 to 2 January 2022. Shoppers who spend RM100 in three receipts can redeem a pack of Famous Amos cookies, and those who spend RM150 in three receipts can redeem a SSF reed diffuser throughout the campaign. For each redemption made by these shoppers, the malls will donate RM2 to the Lost Food Project, which will go towards helping families in need.
Sunway Giza Mall
Tis’ the season for gifting, and Sunway Giza Mall is embracing the festivities with Christmas Gift Boxes as its main décor this year. These decorations will be on display for the public to enjoy from 29 November 2021 to 3 January 2022. A Christmas photo booth will be set up for shoppers to take photos and upload to social media where they stand a chance to win prizes, with a different grand prize every week. This photo contest will take place all month long from 3 December 2021 to 2 January 2022.
Sunway Carnival Mall
From 19 November 2021 to 2 January 2022, shoppers up North can unlock the Magical Fairy Adventure AR games with their smartphones at five game stations within the mall, after which they can redeem a mystery gift. Shoppers can also take pictures with the 39 feet tall Christmas Tree made from stacked boxes at the mall’s concourse located on the Upper Ground Floor. To add to the unique experience, shoppers can revel in the all-day interactive ‘light show’ with music accompaniment where the Christmas Tree will light up when motion is detected nearby.
Sunway Carnival Mall is partnering with PgCare Alliance for its CSR initiative to help families and individuals affected by the Covid-19 pandemic in the state. Shoppers are invited to take part in this effort by purchasing an eco-friendly reusable jute bag for RM10, and all proceeds will be directed to PgCare Alliance to alleviate the burdens of those who need it most.
Sunway Putra Mall
Shoppers frequenting Sunway Putra Mall from 19 November 2021 to 2 January 2022 are in for a merry time with different activities being hosted at the mall every single week throughout the campaign period. This includes a Christmas Bazaar, arts & crafts sessions, an appearance by Santa Claus and fun hip & hop dance at the Main Concourse. They can also go on an AR journey stand a chance to win Shopping Spree vouchers worth up to RM8,000 upon completion of five games placed within the mall.
To give back to the community, Sunway Putra Mall has embarked on a two-pronged CSR approach. The first is for shoppers to contribute through The Goody Aid, where they can opt for charity gift wrapping to enjoy gift wrapping service and get rewarded with an exclusive tote bag upon donating RM10 via Sunway Pay at the Concierge Counter. The other option is for shoppers to donate non-perishable items and daily essentials in the donation bin located on the Ground Floor next to the Concierge Counter as part of the Sunway Putra Cares initiative. These proceeds will be donated to families and children from Buku Jalanan Chow Kit (BJCK), in partnership with The Lost Food Project.
Sunway Velocity Mall
Bringing even more cheer to the celebrations in Sunway Velocity Mall from 19 November 2021 to 2 January 2022 are Santa’s little helpers, with little elves scattered around the mall with Christmas trees made from recycled material. The elves are a main feature in the AR game for shoppers around the mall, along with the eye-catching 40 ft tall Christmas tree tied up with a Sunway Velocity Mall bow that can be lit up with a press of a button at the main atrium – where shoppers can also donate to those in need.
A variety of booths and pushcarts will deck the halls in the main atrium for shoppers to purchase gifts and redeem limited edition merchandise, accompanied by a host of other activities and décor that includes strings of Christmas lights encircling the mall.
There will be performances, Santa appearances, carollers, and dance performances every weekend from 28 Nov to 26 December 2021 at the Main Atrium. Sunway Velocity Mall will also donate essentials to the needy when shoppers share photos in the mall on social media.
For more on Sunway Malls’ ‘Together for Good’ Christmas campaign, visit sunwaymalls.com/together-for-good-christmas.
