Sino Group has launched the Joyful Reading Programme to encourage the develop reading habits and discover the joy and inspiration that books can bring.
More Than 500 Underprivileged Children and Families Enjoy a Literary Summer at the Hong Kong Book Fair
Sino Group (‘the Group’) launched its ‘Joyful Reading Programme’ this summer to foster a culture of reading through a series of initiatives, including reading activities, visits to the Hong Kong Book Fair, and a reading reward scheme. The programme aims to encourage the public to build a regular reading habit and experience the enjoyment and inspiration that books can bring. Highlights include complimentary visits to the Hong Kong Book Fair for more than 500 Community Living Room members and underprivileged children and their families, book vouchers for students, and a lucky draw at the Hong Kong Book Fair offering a total of 70,000 prizes, bringing a shared reading experience to the community.
Mr Daryl Ng, Chairman of Sino Group, said,
‘Reading broadens the mind, inspires thinking and supports personal growth. It plays an important role in a child’s development. In recent years, different sectors of society have encouraged people to “love reading, have good books to read and know how to gain from reading,” inspiring people to make reading a part of their daily lives and to continue learning over time. Through the Hong Kong Book Fair, one of the city’s flagship cultural events, we hope to encourage more children and families to read books, discover new ideas and develop interest in lifelong learning. We are also pleased to extend reading opportunities to families in need through the Community Living Room platform, helping bring reading closer to the community.’
As one of the key initiatives under the Programme, the Group partnered with community partners to invite more than 500 children and parents from underprivileged families to visit the Hong Kong Book Fair free of charge. Each student received a HK$100 book voucher to select books of their choice. The children explored various exhibition booths, experiencing the charm of words and the joy of learning through reading. In addition, the Group collaborated with the Hong Kong Trade Development Council to launch a lucky draw during the Hong Kong Book Fair, offering a total of 70,000 prizes, including accommodation and dining experiences at Tai O Heritage Hotel and S⁺ REWARDS e-cash vouchers, adding to the overall visitor experience.
The Group has partnered with Community Living Rooms in Sham Shui Po, Hung Hom and Shau Kei Wan, as well as the Hong Kong Children & Youth Services, to launch a summer reading rewards scheme. The initiative encourages members to make good use of their leisure time by exploring quality books and developing a sustained interest in learning in a comfortable environment. Members who achieve designated reading goals during the programme period will be eligible to redeem e-cash vouchers under Sino Group’s S⁺ REWARDS loyalty programme. The initiative is expected to encourage participants to read nearly 2,000 books in total during the campaign period.
