Shangri-La Unveils #WithHeart Campaign to Celebrate 50 Years of Growing with Asia
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
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