Frasers Hospitality Champions Positive Social Impact with Year-Round Community Engagement Initiatives

Frasers Hospitality, a strategic business unit of Frasers Property Limited, reaffirmed its commitment to community care and social inclusion through a series of  impactful initiatives all year round. These efforts underscore its dedication to giving back to the local communities, revitalising public spaces, and creating meaningful connections where it invests and operates.

Frasers Hospitality, in partnership with Food Bank Singapore, distributed 200 care packs to elderly residents  and low-income households in the Jalan Kukoh estate, a
local community located in close proximity to its Singapore properties. Beyond meeting immediate needs, the gesture of care and giving sought to bring comfort and encouragement while reinforcing the values of solidarity and compassion, as well as a stronger sense of belonging in the community.

Complementing the distribution which took place in end September, Frasers Hospitality collaborated with youth beneficiaries from the charitable organisation, Club Rainbow, and students from the art studio, Lil’ Palette Workroom, to co-create and paint art murals across two 20-metre-long linkways in the estate. Centred on the theme of nostalgic toys, the murals evoke shared memories of play and childhood, celebrating community bonds across generations. The initiative brought together more than 50 staff volunteers, children, and community members, blending creativity with purpose to deliver meaningful social impact.

The murals transformed shared public spaces into vibrant showcases of community identity, symbolising unity, inclusivity and pride. The project also builds on Frasers Hospitality’s ongoing partnership with Club Rainbow through the sponsorship of its Arts Development Programme to nurture creativity and enable self expression among children with chronic illnesses. These partnerships showcase the power of co-creation and empowerment to enable talented youths to contribute meaningfully to the communities around them.

In mid-September, Frasers Hospitality kicked off its annual global leadership conference in Kuala Lumpur with a scavenger hunt in the city, with a meaningful purpose.
Each step of the challenge was designed to curate essential back-to-school items for donation to children supported by Dignity for Children Foundation, a non-governmental organisation dedicated to transforming the lives of underprivileged and marginalised children through quality education and holistic care.  In addition to the contributions gathered through the challenge, Frasers Hospitality donated RM10,000 to support the Foundation’s work further. The initiative was supported by close to 100 staff volunteers from Frasers Hospitality’s properties worldwide, underscoring the company’s ongoing dedication to uplifting vulnerable communities and advancing equal access to education.

Both community activations in Singapore and Kuala Lumpur demonstrated Frasers Hospitality’s broader community investment efforts worldwide. To date, Frasers Hospitality has contributed over 3,600  hours and carried out more than 70 initiatives across its offices and properties globally, reinforcing its mission of sustainability, social good, and shared value creation.

Ms. Eu Chin Fen, Chief Executive Officer of Frasers Hospitality, said: “At Frasers Hospitality, hospitality is more than a business. It is a responsibility to uplift lives and foster inclusive communities. Our teams have come together to support the needs of our local communities through various initiatives throughout the year. These actions reflect our long-standing commitment to building lasting, meaningful connections and strengthening the bonds among our people, who are united by a shared purpose to extend hospitality beyond our properties and into the heart of the local communities we serve.”

Mr. Richard Joseph, Partnerships Manager of Dignity for Children Foundation, commented: “We are grateful for Frasers Hospitality’s support, which directly benefits underprivileged children and empowers them with the essential resources and encouragement to thrive, making a real difference in advancing education and opportunity for those who need it most.”

Ms Lynn Teo, Founder of Lil’ Palette, added: Our collaboration with Frasers Hospitality provided my team with the opportunity to showcase their creativity in a project with meaningful community impact. The mural painting at Jalan Kukoh, themed around the reflections of play and childhood, would resonate well with the elderly residents by evoking familiar memories while demonstrating the power of partnership and co-creation in transforming shared spaces to strengthen the community identity.”

As a hospitality and lodging investor and operator, Frasers Hospitality recognises that its social licence to operate depends on its ability to create value for all stakeholders, ranging from guests and partners to the local communities in which it invests and operates. These initiatives exemplify Frasers Hospitality’s belief that sustained partnerships between businesses, non-profit organisations, and local communities can deliver long-term impact and create shared value for society.