PR93007

HONG KONG, Nov. 12, 2021 /PRNewswire=KYODO JBN/ --

Campaign kicks off with a new short film series spotlighting a new generation

of Asian pioneers

In 1971, the first Shangri-La Hotel opened its doors in Singapore, welcoming

its guests like family. Since then, Shangri-La's journey has mirrored Asia's

rapid growth. As the brand marks its 50th anniversary, it celebrates its ties

to the region with a new #WithHeart campaign by honouring the passion and

values that have driven the brand's evolution and the rise of Asia through the

stories of those who have lived this transformation.

The campaign brings to life the significance of "wholeheartedness" in all

endeavours. A short film series, premiering on 19 November 2021, will tell the

stories of young and passionate Asian culture makers. The campaign will also

include a quest to discover stories #WithHeart through social media and will

extend into 2022 with collaborations and experiences.

"As we reflect on 50 years of bringing the best of Asia to the world through

our heartfelt hospitality, we wanted to showcase stories that embody the

tradition, craftsmanship and passion of the region we call home," said Hui

Kuok, Chairman of Shangri-La Group. "Asia has been through an incredible

transformation, reinventing itself with unparalleled economic, cultural, and

technological progress and a pioneering spirit that we share. Shangri-La is

proud to have supported this growth. As we mark our anniversary, we want to

bring to life the stories and that have made Asia what it is today. We are not

just celebrating our past but looking towards the future as we embark on our

next chapter."

"From Asia with Heart" Short Film Series

-Kenneth Cobonpue, Furniture Designer: An award-winning designer known for

integrating nature, traditional crafts and innovative technologies, Kenneth's

home furniture showcases his respect for the environment and the Philippine

islands where he grew up.

-DeAille Tam, Chef: Named Asia's Best Female Chef by Asia's 50 Best

Restaurants, she is known for her inventive cuisine which fuses traditional

Chinese flavours with Western cooking perspectives.

-Xiong Liang, Illustrator: As the first Chinese illustrator shortlisted for the

Hans Christian Andersen Award, he is devoted to recreating Chinese folklore as

picture books that introduce Chinese culture to children.

-Red Hong Yi, Installation Artist: An architecture graduate who followed her

creative passions to become an installation artist, she builds masterpieces

with unexpected materials while evoking unique cultural sentiments that pay

tribute to her heritage as Malaysian-Chinese.

-Haochen Zhang, Pianist: World-renowned pianist, he brings colourful Asian

themes to his captivating piano concerto performances throughout Asia and

across the globe.

-Huishan Zhang, Fashion Designer: Renowned for his unique approach that marries

Asian heritage and Western influences in his designs, he was named by Business

of Fashion 500 as one of the major influences on the global fashion industry.

These are some of the wholehearted stories of Asia told in Shangri-La's new

"From Asia with Heart" short film series, a six-episode collection being

released through January 2022.

The teaser trailer is available now at www.shangri-la.com/50years. At this

site, visitors will also find inspiring stories, perspectives and foresight

into different industry trends from even more Asian innovators, entrepreneurs

and visionaries who put their heart into everything they do. Full versions of

the short films will be released in the coming weeks.

In celebration of these stories from around the world, Shangri-La is also

rewarding those who share their #WithHeart stories on social media. Beginning

on 22 November on Instagram, the brand is inviting people to share what they do

"with heart" for a chance to take their passions further and win exclusive

Shangri-La prizes. To enter the contest, people should follow @shangrilahotels

and post their stories, tagging Shangri-La and using the signoff "From _____

#withheart", filling in the blank with their name or handle.

For more information about the #WithHeart campaign, to view the short film

series and to hear from other passionate culture makers, visit

www.shangri-la.com/50years. On social media, follow the brand on

@shangrilahotels(https://www.instagram.com/shangrilahotels/) (Instagram) and

@shangrila(https://www.facebook.com/shangrila/) (Facebook).

Please download high-resolution photos via this link(https://bit.ly/3qvmk8C).

SOURCE: Shangri-La Group