SHKP's integrated loyalty programme for SHKP malls, The Point, supports worthy charitable causes and encourages its members to donate their bonus points to four charity partners. The Point recently also joined forces with Hong Chi Association to organize "The Beauty of Nature" Drawing Contest. To proactively promote environmental conservation, The Point leveraged the winning drawings to create green gifts for its members to redeem.

"The Beauty of Nature" Drawing Contest invited students from 14 primary and secondary schools operating under Hong Chi Association to participate, encouraging them to overcome the inherent challenges and showcase their creativity and artistic talent. The contest was divided into primary and secondary school divisions, with the theme "My Favourite Natural Environment" and "My Favourite Animal", respectively. The contest received an overwhelming response with more than 200 entries. Twenty-six awards were presented after the selection by the co-organizers and online voting by The Point members on The Point Facebook page. 

Last year, to foster green consumption, The Point collaborated with Nature Rescue, which is the first terrestrial and coastal clean-up mobile app, to introduce a reward programme. In addition, to promote its green concepts in the community, SHKP recently displayed all the winning entries of the drawing contest at YOHO MALL and printed the two first-prize drawings on gifts exclusively for The Point members to redeem. After deducting costs, the proceeds, plus The Point's extra donation, will be passed on to Hong Chi Association, showcasing the united efforts of The Point and its members to support people in need in the community.