Wee Siew Kim, the CEO of the NIPSEA Group, gave a welcome speech and shared his ideas on "Color, Way of Love" project. [Photo provided to chinadaily.com.cn]

According to Wee Siew Kim, the CEO of the NIPSEA Group, Corporate Social Responsibility is an integral part of the way the group does business. The "Color Way of Love" project has become a platform combining resources from NGOs, corporations, and media. Learning from its experience in China, the project has been replicated in the Asia Pacific region, including Taiwan, Malaysia, Singapore, Vietnam, and Indonesia.

After seven-year's development, the "Color, Way of Love" project has become a sustainable public welfare platform and has won support from 33 NGOs, companies and media. At the briefing five others pledged their support, including Tencent's Charity Hiker that collects money by hiking to support rural art education; UNIQLO that sends clothes to rural children; homekoo.com that offers free tailored desks and chairs; MyStory that records wonderful moments for rural children with cameras; and the Ding Han TCM Clinic that advances rural children's health through medical education and support.

Wee Siew Kim said, "Without our partners' support and enthusiastic participation we would have no reason to launch the new project. Each of the partners has a valued and key role in our ‘Color Way of Love' project and Corporate Social Responsibility programs in China. We are truly appreciative of all our partners' support. In coming together, we continue to combine our strengths and resources. Only in this way, can we make a difference." He also mentioned that the NIPSEA group would commit USD 15 million to the CSR programs covering over 300 towns in 15 countries in Asia over the next 5 years.

Since its 2009 launch in China, the "Color Way of Love" project has improved schools, provided colorful campuses, and built art studios to stimulate children's imaginations. The program has completed the repainting of 230 elementary schools, constructed 36 elementary schools and built 225 art studios in China. More than 200 teachers and volunteers have joined this program, and more than 80,000 children have been benefited.

For more information about the "Color, Way of Love Art+ Project", please click

http://www.colorwayoflove.com.cn/art/