New World Department Store China Limited ("NWDS" or the "Company"; stock code: 825.HK), one of the largest owners and operators of department store in the PRC, launched Santa Claus is Coming charitable event with Youth Daily today. The event is an extension of the @Soulportion of the @Dream Sustainable Development Programand aims to craft a merry and warm Christmas for migrant children.
Christmas is a joyful winter festival. Glittering decoration and big feast with friends and family fill the air at Christmas. Many migrant children, those who follow their working parents to the city, long for Christmas just like everychild in the cityand hope that Santa Claus would appear in front of them and reward their well behaviors with Christmas gift from the sock. However, parents are often busy for work and can hardly find an opportunity to celebrate the festival with their children, hanging their simplest wishes in the air.
In view of this, NWDS and Youth Daily jointly organize this @Soul-Santa Claus is Coming activity. Tapping on both parties' resources, we will recruit Santa impersonators from the public and the workforce. Meanwhile, Youth Daily reporters will gather Christmas wishes from the students of Dabieshan Primary School in Pudong, Shanghai and publish a Christmas wish list which is pending to be redeemed by warm-hearted readers. 10 NWDS Ba Li Chun Tian branded department stores in Shanghai will help display in-store wish boards and welcome customers to claim the wishes and make them come true. Also, NWDS Volunteer Team plan to visit the school before Christmas together with Santa Claus impersonators and wish claimants to present the long-desired Christmas gifts and interact with the children.
Rebecca Woo, Corporate Affairs Director and Chairman of Sustainable Steering Committee of NWDS, said, "Migrant children, leaving home for the city with their parents, often need extra love and care in order to fully integrate into the society and live a balanced and healthy life. From our perspective, we hope there is a level playing field for both migrant and local children, enabling them to enjoy an equal amount of care and attention, and the opportunities to experience festival joy. Therefore, we took the initiative to approach Youth Daily and successfully fostered this meaningful cooperation. We hope to leverage the Company's extensive store network and Youth Daily's media resources to advocate the public to take part into the event, creating a memorable yet warm Christmas for the children.