Hong Kong is awash with loyalty schemes, programmes designed solely to focus your spending in one place or direction, chasing rewards which never seem to grow larger despite them getting closer. That however was until CCG Hearts, launched by Chinachem Group. Uniquely, this programme doesn’t just reward you for your spending, CCG Hearts rewards you for joining in and doing good in the community. 

 

CCG Hearts is another example of how the Chinachem Group pioneers in its mission to create genuinely shared value for the communities in which it operates. The company is strictly guided by its guiding principle of valuing people, prosperity, and planet equally. And this community first approach sets it apart from every other developer in Hong Kong. 

 

“Creating this opportunity to encourage the fortunate to assist and support the less fortunate is typical of how we approach our business as a whole,” explains Chief Business Impact Officer, Sylvia Chung. “With CCG Hearts, we’re starting small, partnering with nine local NGOs, but given how the public has reacted to the programme, and seeing how quickly our Quests fill up, we’ll be growing that number. And therefore the number of smiles we’re spreading.” 

 

Quests are the missions that members of CCG Hearts sign up to when they choose to volunteer. Carefully selected in collaboration with their partner NGOs, Quests are activities designed to suit participants of all ages and abilities. All are done within a framework created by the charity or organisation whose need is being supported, and in some instances training and guidance is given to volunteers before they commence. The communities being assisted vary widely, so activities on offer range from volunteering at a cat shelter, chatting on the phone to the elderly, and beach cleaning by kayak, to cooking classes and art-based activities. 

 

Chinachem has initially targeted elderly care, youth development, art and culture, and green living, as its key areas of focus for the CCG Hearts Quest programme, but this will no doubt widen as the scheme grows in size and popularity. So the next time you’re in NINA MALL, Central Market, a Nina Hotel, of one of the more than 200 locations and retailers where you can collect CCG Hearts points, why not sign up to spread some happiness through our city, and put smiles on faces of those less fortunate than ourselves.