Every festive season, Maxim's Group gives out festive foods to brighten up and nourish the needy. This year, Maxim’s kept up their yearly practice to share festive treats and bring cheer to low-income families by giving away around 4,300 Chinese New Year foods to various food banks and non-governmental organizations (NGOs) in Hong Kong, such as Feeding Hong Kong, Food Angel, Foodlink Foundation, Food Grace, and Kiddy Heart Canteen.

Maxim’s Group also used their mobile game app, “eatie”, to run an online charity mission called “Celebrate the New Year with Joy”. They transformed the virtual Chinese New Year foods that players collected on the eatie map and game tower into real-world donations, like egg rolls, cookies, and Chinese sausages from Maxim's Cakes and arome Bakery. This creative gaming-based method helped Maxim’s Group involve the public and make charitable activities easier, so more people could feel the joy and festive cheer of the Chinese New Year celebrations.

Nancy (not her real name), a recipient of Maxim's Chinese New Year food donations, expressed her appreciation, “We love Chinese sausage, but we can't afford to eat claypot rice outside. We were thrilled to get a Chinese sausage giftbox from Maxim's Group, which felt like a warm treat in the winter cold, especially during Chinese New Year."

In addition to festive food donations in Chinese New Year, Maxim’s Group also motivated their staff to participate in the “Donate and Help” campaign, and encouraged them to donate their unused children toys, home appliances, and electronic devices to those in need.

Meanwhile, Maxim’s Group collaborated with Greeners Action to incorporate the recycling of red packets into the “Donate and Save” campaign. Red packets in good condition are sorted and well maintainted, ensuring they can be reused in subsequent years while carrying their auspicious blessings forward.

The “Donate and Save” collected over 100 sets of children toys, home appliances, and electronic devices. Furthermore, about 50kg of red packets (equivalent to 17,000 red packets) were gathered for recycling. After thorough sorting and cleaning, these items will find new homes through donations to Greeners Action and People Service Centre. Not only did the campaign reduce waste, but it also maximized the value of these items, bringing welfare and joy to those in need.

Maxim's Group has consistently prioritized sustainable development and corporate social responsibility. Beyond actively promoting charitable activities, Maxim's Group also hopes to inspire the public and its staff to join hands in contributing to the community and the environment.

Food Angel organised the first “World Food Rescue Week 2024,” bringing to the city a series of food-saving activities. As a close collaborator of the NGO, Maxim’s Group fully supported “World Food Rescue Week 2024” by calling on the community to save surplus food, thereby minimizing waste and collecting food for those in need. Through a city-wide network of food donation points, this initiative successfully gathered 53 tonnes of food, helping Food Angel to prepare over 240,000 loving meals and food packs, extending care to the elderly and families in need and e promoting the habit of food donation among the public. 

To promote food-saving education, Food Angel became the first charitable organization in Hong Kong to establish a presence in The Sandbox metaverse by integrating the principles and knowledge of food rescue into online missions. Players can experience the daily operations of Food Angel through various mini games, from collecting food, processing ingredient and meal distribution, providing a refreshing and innovative gaming experience. Maxim’s also incorporated various activities themed caring, waste reduction, and food saving into the “Food Angel Food Rescue World" metaverse, enabling the public to learn while having fun.

In support of "World Food Rescue Week", Maxim's Cakes and arome Bakery, both under Maxim’s, launched special offers. Players who complete game missions in the metaverse and register as new members on the Eatizen mobile app can enjoy exclusive food discounts. This incentive aims to motivate more players to actively participate in activities and further promote the concept of food saving among the public. 

Additionally, to facilitate active participation in food donation efforts, Food Angel set up over 200 limited-time pop-up donation points and mobile donation vehicles across various districts in Hong Kong during the event. Ms. Lee, a citizen who donated surplus food to a mobile donation vehicle, shared: “I often have a lot of snacks at home that end up expiring and have to be thrown away, which is very wasteful. But now I can donate these extra snacks to those in need, not only reducing waste but also bringing joy to others – it’s a win-win.”

As part of the long term collaboration with Food Angel, Maxim’s has consistently donated various festive foods such as Chinese preserved sausages, mooncakes, rice dumplings, and surplus bread to Food Angel, spreading warmth to those in need. Maxim’s will continue to actively support the caring initiatives of various charitable organizations, fulfilling its mission of connecting communities with great food.

In collaboration with Food Grace, Maxim's organized the "WeGen Care Soup Sharing and Home Visits" at which Care Ambassadors took the lead as nutritionists and chefs to prepare wholesome and low-carbon nutritious soup. This delightful soup was crafted using beetroot cultivated by a local farm through WeGen farming, and surplus ingredients collected from the wet market. By incorporating WeGen crops with zero pesticides and zero chemical fertilizers, this event shared the nutrition and taste of nature to the community.

In addition, Maxim’s donated 500 boxes of MX Preserved Sausage Giftbox, together with care soups, daily necessities, and heartwarming hand-drawn cards by volunteers. These Goodie bags were delivered to singleton elderly living in the Kwai Tsing district, sharing the fruits of “WeGen farming”. This activity also welcomed volunteers to participate along with their children, encouraging the younger generation to actively participate in volunteer service and learn to care for the community.

Maxim's has always been a supporter of charitable activities organized by its corporate partners. In support of Jardine Matheson's volunteering campaign to upcycle used t-shirts, Maxim's collaborated with the Group's F&B app Eatizen to contribute nearly 300 pieces of old uniforms. In collaboration with Dress Green, a social enterprise dedicated in repurposing waste into resources, these uniforms were creatively upcycled into cutlery holders and tote bags to minimize the pollution and waste in the fashion industry. 

For over a decade, Maxim’s has spearheaded the "Love Bread Campaign" in partnership with food banks such as Feeding Hong Kong, Foodlink and Food Grace. Volunteers collect leftover bread from Maxim's Cakes and arome Bakery and distributed to underprivileged families, elderly and the homelessness. As part of the "WeGen Neighbourhood" initiative, Maxim’s launched a citywide Love Bread Reward Program which rewarded volunteers with the highest participation in the campaign through the above food banks in April, the program encouraged involvement of the wider community to get involved in green volunteer services .

Having received overwhelming response last year in its three sessions last year, the coffee grounds tie-dye workshops had returned as part of the “WeGen Neighbourhood” this year. Once again partnering with Eco-Greenergy, volunteers upcycled coffee grounds collected from Maxim’s Japanese restaurants into eco-friendly dyes. These dyes were skillfully used to create tote bags and shawls adorned with dazzling tie-dye patterns, inspiring the community to embrace arts and waste reduction in their lives. 

Additionally, Maxim’s also co-organized the "Silver Hair Yum Cha O2O" with The Jade Club and Hong Kong Sheng Kung Hui Welfare Council. Over 250 elderly, family members and volunteers enjoyed dim sum together, rekindling cherished memories of past yum cha moments, fostering a heartwarming atmosphere of respect and care for the elderly.