Frasers Hospitality champions social inclusion and dignity in less privileged communities

Frasers Hospitality, a business unit of Frasers Property Limited, reaffirmed its commitment to social inclusion, dignity and community engagement in FY2026, championing programmes that support differently-abled communities, youth with chronic illnesses and vulnerable seniors. Through strategic partnerships with social enterprises and community organisations, Frasers Hospitality has cultivated meaningful, intergenerational connections spanning youth to seniors.

To date, Frasers Hospitality has contributed more than 2,300 hours and implemented close to 80 community initiatives across its offices and properties worldwide, supporting over 60 beneficiary organisations globally. These initiatives reflect its mission to connect with the local communities and enrich lives through active, immersive collaboration. Furthermore, these efforts closely align with Frasers Property’s Social Value Framework, focusing on building inclusive communities, promoting holistic well-being and enabling opportunity for all.

For the differently-abled culinary trainees at Project Dignity, the “Cook, Bake, Serve” programme offered a platform to showcase their vocational talents and grow their professional confidence. Guiding and working alongside a 16-member volunteer team from Frasers Hospitality to bake and prepare handmade snacks, the trainees gained valuable, hands-on experience in a collaborative setting. This meaningful culinary teamwork culminated in an interactive karaoke session that brought joy and connection to 30 elderly beneficiaries from all around Singapore. Through the shared universal languages of food, music and conversation, the afternoon restored a sense of dignity and belonging to the seniors while empowering the differently-abled trainees with real-world hospitality skills.

In late August, 50 disadvantaged beneficiaries from BizLink were accompanied by 30 Frasers Hospitality volunteers at a therapeutic ribbon-braiding bonding session, which served as a powerful medium for sensory engagement and fine motor skill stimulation while breaking down barriers to foster genuine, real-world social connections. 50 beneficiaries from BizLink joined a ribbon-braiding bonding session with 30 Frasers Hospitality volunteers, while Flour Power's Kopi Kaki Live Station, a dedicated micro-job programme. Stepping confidently into active hosting roles, these youth practised independence and customer interaction by serving traditional local kopi, tea, and snacks. The immersive experience blended mindfulness with an appreciation for Singapore's rich kopi heritage and hands-on brewing. The collaboration also provided the youth with invaluable workplace exposure.

Since 2024, Frasers Hospitality has maintained a long-term partnership with Club Rainbow that has directly benefitted more than 110 children and youth. The partnership began with foundational community initiatives, including a donation drive, a fundraising walk, a therapeutic craft workshop and a family movie screening in the first year of partnership. Frasers Hospitality also sponsored 50 Christmas gifts last December to bring joy and holiday cheer to young beneficiaries and their families.

Recognising the transformative power of creative empowerment, Frasers Hospitality has also sponsored Club Rainbow’s Arts Mentorship Programme since the partnership’s inception, empowering talented youth artists to design the organisation’s annual festive red packets. In 2025, the sponsorship expanded to support a vibrant, restorative community art mural design in the Jalan Kukoh estate in 2025. 

Building on this multi-year foundation, the partnership took to the pickleball courts in September 2026 with an energetic, introductory Pickleball workshop for 12 youth beneficiaries at Play!Pickle Serangoon. Guided by over 20 Frasers Hospitality volunteers, the hands-on workshop introduced the youths to one of Singapore's fastest-growing sports, fostering physical wellness and building confidence in a supportive environment. After gaining confidence with the sport, the volunteers paired up with the youth for a series of friendly games. Rallying with boundless laughter and vibrant energy, every child emerged a champion, bringing home their own brand-new pickleball paddles and balls set to keep their passion for the sport alive beyond the workshop.

Ms. Eu Chin Fen, Chief Executive Officer of Frasers Hospitality, said: “Hospitality is built on the connections we make, and that extends well beyond our business into the local communities we call home. This year, our teams found real, hands-on ways to spend time and connect with the people who make up those communities. These moments matter to us because they remind us that shared value is beyond just a business goal and is something we build together, one initiative at a time.”

Mr. Teo Siang Loong, Executive Director of Club Rainbow, commented, “Over the years, our collaboration with Frasers Hospitality has played a vital role in enriching the lives of the Club Rainbow community. Seeing our youths embrace a new sport with energy and determination through the recent Pickleball workshop was truly inspiring. Thanks to the thoughtful support of Frasers Hospitality, our children walked away not only with new skills, but with a profound sense of accomplishment and greater confidence to embrace an active and healthy lifestyle. We value this ongoing relationship and the meaningful, positive impact it consistently delivers in empowering our children to participate, connect and belong within the wider community.”

As a global hospitality and lodging investor and operator, Frasers Hospitality views community stewardship as a fundamental pillar of its business model and is dedicated to fostering collaborative networks with local change-makers to address societal needs actively. This year's key initiatives stand as a testament to the belief that aligning corporate resources with the expertise of social enterprises is a powerful vehicle for building sustainable social equity.