There’s no better way to celebrate the festive season than adding a meaningful element to the festivities. This year, Pavilion Kuala Lumpur, Malaysia’s premier shopping destination launches Charity At Heart 2019, an auspicious corporate social responsibility initiative, part of ‘A Regal Celebration’ to welcome the Chinese New Year festivities.

This year, Pavilion KL continues to support a community of single mothers, single parents and underprivileged women, harnessing their unique sewing skills to create 8,888 colourful tote bags lovingly named Bags Of Love. For RM50, shoppers may purchase a one-of-a-kind Bag of Love, with proceeds going to charities nationwide. Enjoy blessings in return for a simple act of kindness.

Charity At Heart 2019 was launched today, in conjunction with Pavilion KL’s 11th anniversary, by Dato’ Joyce Yap, CEO of Retail, Pavilion Kuala Lumpur, together with celebrity friends including Bernie Chan, Carrie Lee, Fiqrie Dahari, Joyce Wong. The event was also attended by management and staff of Pavilion KL, the media, as well as the community of single mothers, single parents and underprivileged women tasked with sewing the Bags of Love. Guests were treated to a magnificent morning of a golden lion dance performance, a grand traditional lou sang tossing and plenty of festive fun. As part of its 11th birthday celebration, 111 Bags Of Love were rewarded to happy shoppers.

Says Dato’ Joyce Yap, “Community engagements have always been at the heart of Pavilion KL’s festivities. As a responsible corporate citizen with unwavering support for charity, we curated this campaign with 8,888 Bags Of Love to raise funds for old folks homes, orphanages, charity organisations and worthy causes. Thank you to all who support our initiative; I wish you all a Happy Chinese New Year and may abundant wishes of luck, health, prosperity and positivity come your way”.

The Bags of Love will be sold at Pavilion KL’s Charity At Heart booth located on Level 3 from 31 January – 19 February 2019. At the end of the campaign on Chap Goh Meh, Pavilion KL will announce the number of bags sold and be verified by the Malaysia Book of Records for Most Number of Tote Bags Sold At A Charity Drive.

This is not the first time that Pavilion KL has supported the community of single mothers, single parents and underprivileged women. For Chinese New Year 2017, the mall commissioned the community to create door-stopper roosters as festival gifts and the community regularly showcases its variety of handmade crafts for sale at Pavilion REIT Malls.

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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 700 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. It is a 3-minute walk from the Pavilion Bukit Bintang MRT station. Visit www.pavilion-kl.com for updates on the latest trends, offers and events.

For media enquiries, please contact:

Candice Foong, Senior Manager, Public Relations, at +603 2118 8212 (ext. 212) or email candicefoong@pavilion-kl.com or Lara Rowena, Senior Executive, Public Relations at +603 2118 8212 (ext. 214) or email lararowena@pavilion-kl.com