Wee Siew Kim, the CEO of the NIPSEA Group, attended the media briefing and gave children's paintings as gifts to the partners of "Color, Way of Love" project. [Photo provided to chinadaily.com.cn]

Nippon Paint China, a member of the NIPSEA Group, held a media briefing in Shanghai on Dec 15 to announce the launch of the "Color, Way of Love Art+ Project".

The project will invite 15 global artists to create mural paintings in rural areas schools and cities in China and other Asian countries, with the hope of combining art, color and local culture to bring love, color and joy to the world. The 15 global artists are Julien Seth Malland, Dino Voodoo, Pascal Vilcollet, and Mathias Breze from France; Pum Pum from Argentina; Herakut from Germany; Millo from Italy; Andrew Hem from the USA; Rodrigo Branco and Walter Nomura (aka Tinho) from Brazil; Kislow from Russia; Stinkfish from Columbia; and Etam from Poland.

The principle of the "Color, Way of Love Art+ Project" is to create equal opportunities for children to receive art education, inspire children's imagination with color and train future artists. The project convener is French artist Julien Seth Malland, who has been invited by Nippon Paint China to paint wall murals in Fengjing Ancient Town of Shanghai and three primary schools in Taiwan. The artist's focus on humanity, passion for painting and respect for children is compatible with the "Color, Way of Love Art+ Project".

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/