On April 9, the Easter Charity Fund-raising activity organized by the UNICEF Hong Kong Office and sponsored by New World China Land Limited and Huiyang Palm Island Resort was formally initiated in front gate of New World Center in Tsim Sha Tsui of Hong Kong, and fully carried out in the New World Center and about more than 10 shopping malls across Hong Kong on April 12. The activity included Easter egg charity sales fund-raising, with a box of chocolate Easter egg selling at 20 HK dollars.
The raised fund would be used for supporting the UNICEF “Chinese Girls Education” project in mainland China. In addition, the “Passing Love” activity was held at the same time, with each wish card attached in every box, so that participating friends might write their best wishes to Chinese children and send to the UNICEF Hong Kong Office prior to April 26. New World China Land would donate RMB 10 Yuan for each card and ensured no less than 100,000 HK dollars to “Chinese Girls Education” project.