Sing Tao 'I Want to Praise Them' Campaign Sets World Record, Wins Marketing Award
SingTao · 1 SOURCESabout 2 hours ago5 MIN
Summary
Sing Tao News Group's "I Want to Praise Them" programme achieved a Guinness World Record on January 31, 2026, when 1,142 students, school principals, teachers and guests gathered at Hong Kong Baptist University Affiliated School Wong Kam Ho Primary and Secondary School to write the Chinese character "fortune" (fu) simultaneously. The event, titled "Spreading Kindness Through Hearts, Fortune Through Brushstrokes — Creating a World Record Together," set the record for "most people writing the character fu at the same time to promote a culture of appreciation." The campaign later won the Annual Marketing Award 2025/2026 at the Hong Kong Institute of Marketing Leadership Awards.
Key Points
- 1,142 student ambassadors, principals, teachers and guests convened at HKBUAS Wong Kam Ho Primary and Secondary School on January 31, 2026, for the record attempt
- Four officiating guests witnessed the record: Education Bureau chief executive Choi Yeuk-lian, Home and Youth Affairs Bureau chief executive Mak Mei-kuen (麥美娟), Culture, Sports and Tourism Bureau chief executive Lo Suk-pui (羅淑佩), and Sing Tao News Group chairman Choi Ka-chan
- China Resources sponsored the production of the written fu characters into Spring Festival couplets distributed with the Headline Daily newspaper
- Sinopec sponsored "seed cards" for ambassadors to grow sunflowers, extending the spirit of care into the community alongside Care Teams
- The 2025-2026 academic year saw 300 primary schools actively respond, with 600 students recommended as "I Want to Praise Them" student ambassadors
Why It Matters
The programme's success demonstrates how corporate social responsibility initiatives can mobilise the education sector to promote positive values across Hong Kong. By integrating community service with cultural traditions, the campaign extends its impact beyond the classroom, with student ambassadors joining Care Teams to spread blessings throughout the city .
The programme's success demonstrates how corporate social responsibility initiatives can mobilise the education sector to promote positive values across Hong Kong. By integrating community service with cultural traditions, the campaign extends its impact beyond the classroom, with student ambassadors joining Care Teams to spread blessings throughout the city .