Business for Social Good: Enhancing Elderly Lives, Addressing Societal Needs

At Pine Care, “Feeling what our residents feel” is more than a philosophy – it’s a practice. Each resident receives a tailored care plan crafted by a team of medical professionals, nurses, caregivers, therapists, and social workers. These plans address physical, mental, social, and spiritual needs, with regular evaluations to ensure optimal outcomes. Flagship offerings, such as the Silverage Collection, combine professional clinical support with elegant, home-like settings, allowing residents to age with grace, comfort, and respect.

Ageing is a journey, and Pine Care walks every step of the way with our residents. Our Care Journey model provides a full spectrum of care, from short-term rehabilitation to long-term residential care, and ultimately, to compassionate end-of-life support, ensuring elderly and their families receive the right care, at the right time, with the right support. This holistic model not only enhances the well-being of our residents but also provides invaluable reassurance and support to their families and caregivers.

Rehabilitation Services

Act as an intermediary step for the elderly individuals’ transit between hospital and home to provide critical support during recovery and to ensure a smooth integration to post-recovery life

1,967 elderly individuals served

Respite & Short-stayed Accommodation

Offer essential recuperation support to caregivers and families, and allow caregivers with sufficient rest and recovery through short-stay accommodations

347 elderly individuals served

Residential Care Home

Provide long-term, professional care in safe and nurturing environments

1,363 residents served across 12 homes

Care Giving Supports & Sharing

Create a comforting, homely environment that supports not only physical health but also emotional and social needs.

3,230 beneficiaries across 12 homes

Supporting Programmes for Home Carers

Empower families and caregivers to provide better care at-home by equipping them with essential knowledge to reduce their reliance on institutional care

Palliative Care

Provide compassionate end-of-life care, ensuring dignity and comfort for residents and support for their families.

We are redefining elderly living by moving beyond traditional institutional care to create vibrant, independent, and fulfilling lifestyles for our residents. Pine Care goes beyond physical care to foster the mental and emotional well-being of the residents through dynamic, engaging recreational activities. Through a diverse range of social and recreational activities, we foster a sense of belonging and promote the physical, mental, and social well-being. Each programme is thoughtfully tailored to the interests and abilities of our residents, enriching their daily lives.

"Silver Coins" Programme（銀齡幣計劃）

Objective:

Bring added fun and motivation during their stay with us

Residents earn tokens by participating in activities and friendly competitions

Redeem for in-house treats, services, or games

Festival Celebrations

Residents celebrated the Dragon Boat Festival by designing their own paddles – an activity that rekindled childhood memories while encouraging physical movement.

Art & Culture Workshops

Creative expression through painting and storytelling deepened peer connections and emotional well-being.

Experiencing New Technology

In collaboration with Tung Wah College, residents explored virtual outdoor environments, stimulating cognitive and sensory health.

Family Engaging Activities

Cultural and religious tours, such as a visit to the Wun Chuen Sin Kwoon Taoist Temple, offered meaningful experiences for residents and their families, fostering family togetherness.

Welcome Gatherings

New residents were warmly introduced to the facility, team and residents, easing transitions and nurturing new friendships.

Life Education Workshop

Residents co-created their personal life storybooks, honouring their legacy and fostering emotional reflection.

Horticultural Activities

Residents cared for plants as a metaphor for the seasons of life, enhancing sensory stimulation, inner peace, and renewed purpose.

Physical Fitness Activities

Year-round sports events and games based on physical, mental, social, and spiritual dimensions promoted strength, social inclusion, and reduced fall risk.

Intergenerational Engagement

Students from Mary of Providence Primary School joined residents in a vase-making activity, fostering intergenerational interaction and shared joy.

Case Study

Golden Gourmet: Supporting Elderly with Swallowing Difficulties through Inclusive, Nutritious Menus

Swallowing and chewing difficulties often prevent elderly people from enjoying meals, which can impact their mood and social engagement. To address this challenge, CCG, Nina Hospitality, and Pine Care, in collaboration with the Golden Age Foundation, launched the “Golden Gourmet” menu, specifically designed for elderly with swallowing difficulties, enabling them to enjoy meals with loved ones.

Served at three Nina Hospitality restaurants, the “Golden Gourmet” menu offers authentic, nutritious, and easy-to-consume meals to rediscover the joy of dining and promote inclusivity. Developed by a multidisciplinary team that includes nutritionists, a speech therapist, and chefs from Nina Hospitality and Pine Care, the menu ensures optimal softness and viscosity for safe consumption. It features dishes such as Chinese dim sum and Western-style options, including Watermelon and Feta Cheese Salad with Watermelon Gel and Sole Fish with Egg White and Spinach Sauce, enabling elderly to share delightful dining experiences.

In addition to the menu, Pine Care, CCG Hearts, and the Golden Age Foundation organised a “Three-Day Elderly Service with Golden Gourmet” event at Pine Residence. Led by professional chefs from Nina Hospitality, the event featured hands-on culinary workshops where elderly and CCG Hearts volunteers learned to prepare nutritious gourmet meals using healthy ingredients. The initiative not only fostered a passion for cooking and healthy eating among elderly but also encouraged intergenerational bonding.

Case Study

“Silver Teacher” Helps Enrich Living

At Pine Care Jade Maison, Raymond Chow, one of the Pine Care residents, has transformed a rooftop into a vibrant garden of growth and fellowship. A passionate gardener with over 20 years of experience, Raymond moved into Jade Maison in early 2024 and, with encouragement from Pine Care’s team, became one of the first “Silver Teachers” in a peer-led wellness programme.

Under Raymond’s guidance, residents – many new to gardening – now cultivate okra, eggplants, lettuce, and seasonal greens. Beyond the harvest, the rooftop garden has blossomed into a hub of purpose and connection, fostering well-being, responsibility, and joy.

The “Silver Teacher” programme extends beyond gardening to include ink painting and calligraphy groups, empowering residents to lead, learn, and inspire one another.

Explore the full story in the Summer 2024 Issue of Life+ Magazine

For residents with dementia, the Pine Care Point in Shek Kip Mei offers a unique Community Space designed to simulate 1960s Hong Kong. Featuring a nostalgic restaurant, street, bus stop, and grocery store, this environment stimulates memories and fosters a sense of belonging. Multi-sensory therapy rooms further enhance cognitive and emotional well-being, particularly for those with cognitive impairments.

At Pine Care, we combine compassionate service with cutting-edge gerontechnology to enhance the safety, quality, and responsiveness of care, ensuring that every resident receives personalised, comprehensive and quality support. These innovations not only empower our care teams but also provide families with peace of mind, knowing their loved ones are in a safe, professional, and nurturing environment.

Resident Safety
& Monitoring

Care Management

Cognitive Training &
Rehabilitation Support

During the Reporting Period, Pine Care exemplified its dedication to exceptional elderly care, consistently exceeding the statutory requirements of the Code of Practice for Residential Care Homes in Hong Kong, issued under the Residential Care Homes (Elderly Persons) Ordinance (Cap. 459), and the Service Quality Standards “SQSs” and Criteria. Through industry-leading accolades and innovative initiatives, Pine Care has set a benchmark for quality care and robust governance, significantly enhancing resident well-being and service excellence.

Industry Recognitions

Pine Care earned a prestigious 5-star rating from the Hong Kong Association of Gerontology for its Residential Care Home Star Certificate Programme 2024. This recognition, awarded to four Pine Care facilities, reflected excellence in governance, environmental management, service quality, data management, and communication, aligning with global best practices in elderly care.

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Additional recognitions include:

• Active Participation Award in “HKAG Residential Home Star Certification Programme 2024”
• Outstanding Award in “HKJC Home Manager Caring Leadership Training Scheme”
• Excellent Grade and Best Practice Award in Residential Aged Care Accreditation Scheme
• The 7th Elderly Care Services Employee Awards ceremony Excellent Employee Award (Frontline Category)

• The 7th Elderly Care Services Employee Awards ceremony – Outstanding Staff Award (Frontline Category)
• The 7th Elderly Care Services Employee Awards ceremony – Talent Excellence Award
• The Caring Company Scheme
• The Jockey Club Age-Friendly Partnership Scheme

Case Study

Award-Winning Initiative Enhances Resident Dignity

In FY2024/25, Tak Fung Elderly Centre’s Assistant Deputy Head received the Outstanding Award in the Hong Kong Jockey Club’s Care Home Leaders Training Programme. Selected from among 61 participating care homes, her project, titled “Active Body Toileting Training”, exemplified Pine Care’s commitment to people-centred and innovative care.

The toilet training programme, designed by the Centre’s management team and led by the Assistant Deputy Head, involved systematic training and assessments for care staff to enhance their skills. The programme achieved a 70% success rate, enabling 35 residents to improve their self-toileting abilities.

The programme resulted in a reduction in diaper usage and contributed to the restoration of residents’ self-care capabilities and personal dignity. This outcome reflects Pine Care’s mission to provide compassionate, professional, and sustainable elderly care, while also reinforcing our focus on staff empowerment and continuous service improvement.

Through its synergy with CCG, Pine Care is not just a business – it’s a mission. Together, we are reimagining elderly care in Hong Kong: compassionate, innovative, and future-ready.

By embedding social good into our business model, we prove that doing well and doing good can go hand in hand. As Hong Kong faces the realities of an ageing society, CCG is paving the way – not just responding to needs, but shaping a more caring, resilient, and inclusive future for all.