When we participate in a volunteer activity together, I hope my kids will understand that it is a blessing to be able to help others.

Kennis Hung’s six-year-old son enjoys interacting with elderly and bringing joy to them. .
A six-year-old experienced volunteer

 “Act now and serve.” 

This has always been the motto of Maxim’s Care Ambassadors. Some members have been with them for a decade, witnessing every milestone along the way. There is also a six-year-old member who joined in his mother’s footsteps. 

Kennis Hung joined Maxim’s Group 31 years ago, and is now a District Manager responsible for Arome Bakery’s district operations. But she also has another role as a veteran member of Maxim’s volunteer team: from Bread Rescue and Kiddy Heart Canteen to Silver Hair Kitchen and A Drop of Life, she has participated in nearly every volunteer event in the past decade. “My team and I are inspired when helping others. The power of an individual is limited.” 

In that spirit, Kennis decided to introduce her son and daughter – now six- and 13- year-old, respectively – to voluntary work as well. Her son was actually less than a year old when he joined his first event: “My favourite activity is singing and dancing,” he said. “It makes everyone happy.” Though he didn’t fully understand them at the beginning, the events did stir his desire to help – a vivid example of “passing the baton”, the participation plays a big part in his self-growth.

Kennis Hung, District Manager of Arome Bakery, has been regularly bringing her kids to join volunteer activities.
Befriending strangers

Sitting next to her younger brother, Kennis’ daughter said, “As volunteers, we are rewarded by each other’s sincerity and kindness. It’s more like meeting new friends than working as a volunteer.” 

What touches Kennis most is that voluntary work is an experience of interaction. “Elderly persons who live alone may not actually need material aid, but just more care. We hope to bring them smiles! I hope my kids will understand that it is a blessing to be able to help others.” 

University student Oliver (left) has years of voluntary experience. He is now responsible for organising events.
Volunteering from high school to college

Oliver Choi is a Finance student at the City University of Hong Kong. While busy with his college life, his concern about the lives of the less fortunate motivated him to become a young member of the volunteer team. His commitment runs deep. 

“When I was studying for a Higher Diploma, a teacher called Mr Wang gave me many opportunities in voluntary work. During that time, I learned skills such as coordination and recruiting – for example, it is particularly effective to reach young people and students through social media channels such as Instagram.” Last summer, Oliver joined Maxim’s Group as a summer intern, and it was only natural for this passionate young man to join Maxim’s Care Ambassadors. 

“I was responsible for organising Bread Rescue, where we delivered surplus bread to NGOs. It was only then I realised if we had done nothing, it would have all gone to waste.” The experience drove him to do more volunteer work. “Hong Kong is a prosperous city, but many people in need are being neglected.” 

It’s been 10 years since Maxim’s Care Ambassadors team began its journey. They will keep on passing the torch in the future, lighting their way along the path of benevolence.



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. 

Embarking on a Food Rescue Journey in the Metaverse

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.”

Continuing to Spread Warmth

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.



Just as every warm spring comes with a gentle breeze, Maxim's Group initiated the "WeGen Neighbourhood" campaign to invite around 300 Care Ambassadors, dedicating a total of over 600 voluntary hours and benefiting more than 6,000 beneficiaries, to spread love and care throughout the community.

Enriching Lives with Nutritious Cooking, Spreading Warmth to the Elderly

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.

After the event, one of the young volunteers innocently suggested to his mother, "Shall we buy 100 packs of potato chips for the elderly?” This simple act of kindness exemplified the infectious power of volunteer service, which not only brought warmth to the beneficiaries, but also deeply moved the fellow volunteers involved.
Transforming Waste into Treasure, Promoting a Circular Economy

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. 

These eco-friendly tote bags were donated to 100 beneficiaries along with daily necessities, further extending the positive impact of this initiative.

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 .

In April, Ms. Chan participated in Love Bread Campaigns through Foodlink for 13 times and therefore won the Gold Award to enjoy a dinner set for two at Uoharu.
Reducing Waste While Helping Others

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.


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