In Hong Kong, Wellcome continues to promote the ‘Sik Jor Fan Mei’ rice donation programme in collaboration with the NGO Foodlink, which provides hot nutritious meals and food to elderly people, the homeless and low-income families. Foodlink uses the funds raised to buy Yu Pin King rice at cost price. As of December 2023, Welcome has raised over HK$9.2 million, which is equivalent to over 28 million bowls of rice, for Foodlink beneficiaries in two years.

The ‘Sik Jor Fan Mei’ programme includes other initiatives such as regular fresh and dry food donations and a monthly ‘Double Up Day’ when we double donations to HK$1 per kg of Yu Pin King rice sold. Additionally, on major festivals such as Chinese New Year, Mid-Autumn Festival and Winter Solstice, not only do we double the donation for Yu Pin King rice, but we also match customer purchases on selected Yu Pin King products. For every designated Yu Pin King item a customer buys, we donate one item to Foodlink.

By involving our customers in our charity programmes, we hope to raise awareness and inspire more people to take action in building a more caring community.