55 years on, MagnumCares continues to give back to society

It was a day to celebrate an initiative that started close to six decades ago.

Many of those who gathered at Sungei Wang Plaza’s centre court on Sunday, screamed their lungs out as they cheered for Hong Kong television personality Ali Lee.

Lee joined lottery company, Magnum Corporation Sdn Bhd’s brand ambassadors Jacy and Vincent, as the company celebrated MagnumCares Day – a commitment to corporate social responsibility and sustainable practices – held in collaboration with TVB Anywhere.

However, the real ‘star’ was MagnumCares, which turns 55 this year. Magnum – Malaysia’s first lottery company – has embarked on community service projects since its inception in 1968.

In fact, the decades-old community-driven programme is even older than the iconic Sungei Wang Plaza, a famous landmark in the heart of Bukit Bintang, Kuala Lumpur, which opened its doors in 1977. As of last year, Magnum has spent some RM110 million, positively impacting the lives of 500,000 individuals.

On July 26, Magnum was named ‘Company of the Year’ under the number forecast operator (NFO) category for Social and Community Care initiatives at the Sustainability & Corporate Social Responsibility Malaysia Awards 2023.

Magnum executive director, Krian Upatkoon paid tribute to the good work of the beneficiaries of MagnumCares, namely The Lost Food Project, Great Hearts Charity Association, Yayasan Maha Karuna, and the National Autism Society of Malaysia.

He also highlighted how punters of Magnum’s lottery products would often pledge to contribute their winnings to charity.

“What many may not know is that when they contribute to Magnum, they are giving back to the community,” Krian said.

Via #ProjectMagnumHearts, available on the MyMagnum mobile application, the public can show their support by scanning a Magnum 4D ticket to gain a ‘Magnum Heart’ which they can then contribute to a charitable organisation or cause of their choice.

The mobile application was launched last year, and has received 30 million hearts to date.

“The 30 million hearts have translated into ensuring food security for the underprivileged, and providing books and learning materials to children with autism, among others,” said Krian.

“I encourage everyone to start their #ProjectMagnumHearts journey and choose your causes by giving Magnum Hearts to community projects you wish to support.

“We strongly believe that nobody can do everything, but everybody can do something. Together, we can bring tremendous change to countless lives,” Krian added.

Chong Fhui, Magnum’s group chief operating officer, summarised MagnumCares as a “legacy”.

“We truly appreciate the support by all parties, and we will continue to uplift the community via MagnumCares,” Chong added.

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