Eliza Sam, Max Cheung back psoriasis awareness drive
SingTao · 2 SOURCESabout 1 hour ago5 MIN
Summary
At a fashion walk in Central Market organised to mark World Psoriasis Day 2026, Eliza Sam (岑麗香) and Max Cheung (張達倫) joined doctors in calling for greater understanding and support for people living with psoriasis and psoriatic arthritis.
The event, titled “Dress with Confidence. Walk with Freedom.”, was hosted by the Hong Kong Skin Health Foundation and built around four themes: seeing, understanding, supporting and walking alongside patients.
Sam told patients that illness should not define their beauty or worth, while Cheung said chronic skin disease is a long battle but not one patients need to fight alone.
Cheung also revealed that his nine-year-old son has suffered from a severe skin condition since birth, giving him first-hand insight into the strain on both patients and families.
Key Points
- The awareness event was held recently at Central Market in Hong Kong to support people with psoriasis and psoriatic arthritis ahead of World Psoriasis Day 2026.
- Organiser Hong Kong Skin Health Foundation invited Sam, Cheung, chairman Dr Chan Hau-ngai and a medical team to lead the fashion walk.
- Sam said patients should believe in their own beauty and value, adding that disease must never define a person’s identity or style.
- Cheung cited a friend who had psoriasis for nearly 20 years and saw improvement after following medical advice and receiving biologic treatment.
- He said his son’s flare-ups can affect the whole body, causing redness, swelling, intense itching and bleeding after scratching.
Why It Matters
Public events led by celebrities and doctors can help reduce the stigma that often keeps people with visible skin conditions from wearing certain clothes or facing social situations confidently.
For Hong Kong families, Cheung’s account also underlines that chronic skin disease affects caregivers as well as patients, making medical support and social understanding equally important.