Pavilion Kuala Lumpur Unveils ‘Charity At Heart’ Icon

March 29, 2016


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Charity is always at the heart of Pavilion Kuala Lumpur (KL) where excitement and creativity are injected into campaigns to raise fund for its corporate social responsibility (CSR) initiatives. To represent this spirit of giving, the premier shopping destination unveiled in a ceremony today, its ‘Charity At Heart’ icon which acts as a symbol of love to the community it is in.

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. 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).

The ceremony was attended by retailers as well as beneficiaries from the charity homes, and was kick-started with a crowd-engaging drum performance to symbolise the ever-beating heart of charity at Pavilion KL. 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. Guests were not left out either as they received Pavilion KL plush monkeys and lollies given out by Puan Sri Cindy Lim herself, to symbolise the bestowing of wisdom and love in the Year of the Monkey.

Speaking at the event, Puan Sri Cindy Lim said, “I would like to express my sincere thanks to those who contributed generously to the Pavilion KL charity campaign. With acts of kindness and support, Pavilion KL has raised money that will aid in the welfare of old folks’ homes and education for the special children. Your kindness brings smiles to the faces of the needy and fills their hearts with hope. We are appreciative of your support and may all your wishes come true with this good deed.”

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 RM 2 million in charity donations and pledges from festival fund raising, disaster relief funds and corporate donations.

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. For more information, shoppers can visit or contact Pavilion Kuala Lumpur’s Concierge at 03 2118-8833. Shoppers can also check real-time updates on Pavilion Kuala Lumpur’s Facebook page, Twitter page at @Pavilion_KL, Instagram account @PavilionKualaLumpur or LINE @PavilionKL.

For media enquiries, please contact:
Milk PR Sdn Bhd (+60-3) 2161-0171
• Iman Ridzwan,
• Maggie Wong,

Pavilion Kuala Lumpur (+60-3) 2118-8888
• Joe Ann Teh, ext. 934,
• Abigail Ngai, ext. 930,

About Pavilion Kuala Lumpur
Pavilion Kuala Lumpur is an award-winning, world-class mixed-use urban development located in the heart of Bukit Bintang, the shopping district of Malaysia. Pavilion Kuala Lumpur blends the best of the international and local retail world with over 550 stores and eight themed precincts. Attracting over 30 million visitors annually, this premier shopping destination is a duty-free shopping paradise and the defining authority in fashion, dining and urban leisure. Visit for updates on the latest trends, offers and events.

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