The Sandbox partners Food Angel to promote food conservation

The Sandbox, a decentralised gaming virtual world and subsidiary of Animoca Brands, has collaborated with the Hong Kong-based charity Food Angel to launch a “Food Rescue World” gaming experience that bolsters food conservation awareness.

This partnership marks Food Angel as the first social enterprise or non-governmental organisation (NGO) in Hong Kong to enter The Sandbox, showcasing the potential of “Metaverse for Good”—an initiative where virtual worlds are used to make a significant impact on real-world charitable causes.

In a conversation with MARKETING-INTERACTIVE, the spokesperson from The Sandbox Hong Kong said this collaboration aims to blend gaming and charity, allowing players to engage in virtual quests that simulate the food rescue process.

"The partnership seeks to raise awareness about food conservation and encourage sharing surplus food with those in need, promoting the 'Metaverse for Good' initiative," said the spokesperson. 

In celebration of World Food Rescue Week 2024, players are invited to explore Food Rescue World in The Sandbox and assist Food Angel’s mascot, Rice Boy (⽶仔), in completing a series of virtual quests.

These quests involve collecting surplus food from markets, processing it in a central kitchen, and distributing meals to underprivileged families, according to the press release.

Players can earn coupons from local partners Lalamove Hong Kong and Maxim’s that enable them to directly support Food Angel’s initiatives.

The spokesperson added that the partnership targets primarily the Hong Kong market, including players in The Sandbox metaverse, especially the younger generation, as well as the broader community in Hong Kong interested in charitable causes and food conservation. 

To expand the reach of the campaign, it is amplified via in-game notifications and events within The Sandbox metaverse. Social media platforms, including X (Twitter), Medium, and Discord, are also utilised for regular updates and promotional posts.

Meanwhile, the partnership is promoted through the official press releases distributed to media outlets and the engagement with local partners and charities to reach the community directly. 

In support of this initiative, members of The Sandbox Hong Kong team visited Food Angel’s kitchen earlier last month to prepare food ingredients and meal boxes while fostering a hands-on collaboration that bridges virtual and real-world efforts.

The Sandbox’s Trusted Partners GoGoBox and Chord Hero also participated, further engaging a wider community in this charitable act.

The Sandbox already supports various charitable causes worldwide, ranging from conservation efforts to humanitarian aid. Food Angel joins the ranks of supported organisations such as UNICEF, the French Red Cross, Nori, and WeForest. 

Gigi Tung, founder of Food Angel, said: “By utilising the power of the metaverse to expand our reach to the next generation, we hope to build a deep collaboration with The Sandbox. This innovative approach provides a new way to promote and ensures a sustainable future for our cause.”

Sebastien Borget, co-founder and COO of The Sandbox, said: “We are proud that The Sandbox team, creators, and players can get involved in Hong Kong Food Angel and make a difference in the lives of local people in need by taking part in the Food Rescue World experience.”

“The Metaverse for Good is a commitment of our platform to expand our actions in virtual worlds to make a meaningful and positive impact in the physical world,” added Borget.

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