Share
- Sime Darby Property said the initiative reflects its commitment to fostering inclusive, community-driven townships, while leveraging Elmina Lakeside Mall’s accessibility to encourage public participation.
KUALA LUMPUR (Dec 17): Sime Darby Property Bhd (KL:SIMEPROP) has partnered with MINI Malaysia to launch a festive charity initiative at Elmina Lakeside Mall, aimed at fulfilling the holiday wishes of 120 underprivileged children from Rumah Kasih Harmoni Paya Jaras.
Running until Dec 19, the campaign invites members of the public to purchase and donate Christmas gifts through “The Giving Post”, a designated collection point located within the mall and marked by a MINI Convertible display.
Each donation corresponds to a specific wish item selected from a numbered board, ensuring gifts are delivered directly to the intended children.
In a statement, Sime Darby Property said the initiative reflects its commitment to fostering inclusive, community-driven townships, while leveraging Elmina Lakeside Mall’s accessibility to encourage public participation.
“Elmina Lakeside Mall is pleased to serve as the venue sponsor for this meaningful initiative, making it easy for the community to stop by and be part of this charity drive,” said Appollo Leong Yong Kuan, chief operating officer for township development at Sime Darby Property.
All donated items must be brand-new and unopened for the safety and hygiene of the beneficiaries, with collections accepted daily from 10am to 10pm at the mall.
MINI Malaysia said the collaboration aligns with its global “Big Love” philosophy, which focuses on community engagement and purposeful action.
“This partnership allows us to channel collective goodwill towards a meaningful cause, and we look forward to personally delivering the contributions to the children,” said Linnet Yew, director of MINI Malaysia.
The campaign will culminate with “The Big Love Drive” on Dec 20, where a convoy of about 20 MINI owners will transport the collected gifts directly to Rumah Kasih Harmoni.
In conjunction with the initiative, weekend MINI test drives will also be held at Elmina Lakeside Mall from Dec 5 to 28.
Sime Darby Property said collaborations with like-minded brands form part of its broader strategy to embed social responsibility and community values across its township developments.
Unlock Malaysia’s shifting industrial map. Track where new housing is emerging as talents converge around I4.0 industrial parks across Peninsular Malaysia. Download the Industrial Special Report now.
