K11 Group launches mooncake donation initiative to spread love during Mid-Autumn Festival

Property giants New World Development (NWD)'s K11 Group has launched its first ever mooncake donation campaign targeting grassroots families and people in need. The initiative was done in collaboration with NWD's crowd-donation platform "Share for Good". Also known as "Reunite under the full moon, spread the love with mooncakes", the campaign calls for K11 Group’s employees and the community to donate the company’s mooncakes, via “Share for Good” in the spirit of creating shared value.

K11 Group will collect and pass mooncake donations to "Share for Good" to reach people in need and share the warmth and joy of the mid-autumn festival together. It has been a long-standing tradition at K11 Group for employees to receive treats to enjoy the festive seasons, according to the press release. As all facets of business face ongoing challenges, and many in the community remain underprivileged in light of the rising prices of daily goods during the pandemic, K11 Group initiated the donation campaign to encourage and support employees in giving away the Group's mooncakes or in donating money to send additional mooncakes.

In addition, K11 Group is inviting corporate partners and the general public to participate in this campaign of spreading love and care in society. The corporate partners will call for participation internally from July, and members of the public can register and purchase K11 Group mooncakes for donation at K11 Design Store from now until 12 August 2022.

To encourage public participation, discounted mooncake boxes will be available on the campaign. K11 Group will then collect and pass donations to "Share for Good", which will arrange delivery to people in need through participating NGOs from 30 August 2022.

"Share for Good" is Hong Kong's first large-scale crowd-donation platform, initiated by New World Development to connect donors, non-profit organisations and beneficiaries. Currently, the platform partners with 60 participating NGOs and social enterprises, matching donations to low income families, subdivided-flat households, singleton elders, children with cancer, persons with mental disabilities, the homeless, ethnic minorities and others.

The platform showcases a list of items needed by the beneficiary organisations as a reference for the public to proceed with a direct donation. They can also donate cash to key partner Yan Chai Hospital for the purchase of supplies that will be delivered by the non-profit organisations.

Related articles:

HSBC and K11 Group partner to leverage on each others huge membership base
K11 Musea democratises NFTs with two-month exhibition with partners Visa and HSBC