Operation Santa Claus: Maxim’s ramps up programmes, fundraising for Tai Po fire victims

Chefs with participants of Maxim’s Gentlemeal soft meal programme for seniors with swallowing difficulties.

Photo: Handout A major Hong Kong catering and restaurant conglomerate has stepped up its annual fundraising efforts to provide emergency relief to those affected by the deadly Tai Po fire and long-term community projects for vulnerable groups.

For more than 18 years, Maxim’s Group has supported Operation Santa Claus (OSC), an annual charitable fundraising initiative organised by the South China Morning Post and public broadcaster RTHK. “The (OSC) mission of “unlocking the city’s spirit of giving” strongly resonates with us, as we believe that giving should be inclusive, sustained and embedded into daily life,” the group said in a statement. “At Maxim’s, food is not just a business, it is a way to care for people and connect communities.” This year, the group raised HK$150,000 (US$19,140) for OSC through fundraising efforts and targeted community initiatives to support 13 local organisations that serve children, youth, the elderly and individuals with mental and physical disabilities.

Alongside its support for OSC, Maxim’s launched a HK$5 million emergency appeal for residents of the Wang Fuk Court blaze and distributed HK$2 million in compassion dining vouchers to 2,000 affected families.

Maxim’s offered immediate relief to residents affected by the Tai Po fire last November.

Photo: Handout “We hope this year’s fundraising efforts will provide both immediate relief and longer-term support for OSC beneficiaries.

For families affected by the fire, this means practical assistance that helps them regain stability and dignity during a difficult time,” the group stated.

The fire at Wang Fuk Court on November 26 had taken 168 lives and displaced more than 5,000 residents.

Beyond financial aid, Maxim’s employees have also volunteered their time and skills to support affected residents by distributing essential supplies, assisting with clean-up efforts and hosting poon choi gatherings.

This reflects how its partnership with OSC has evolved into a more holistic collaboration involving long-term community initiatives and employee engagement. “Over the years, we have also seen increased collaboration with NGOs and community partners, allowing us to leverage Maxim’s operational strengths, such as our extensive retail network and food expertise to deliver support in practical and impactful ways,” the statement said.

One such initiative is the Gentlemeal

原文链接: 南华早报