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Sue Ng

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’s) 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.

“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 left 168 people dead and displaced more than 5,000 others.
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 soft meal programme for elderly people with swallowing difficulties.
It offers a range of options, from the Dim Sum Platter Soft Meal and Swiss Chicken Wing Rice Set to festive items such as longevity buns and poon choi, helping restore dignity and joy to mealtimes.
To foster a stronger sense of community, the group shared that it had encouraged employees and their families to volunteer at care homes for the elderly by assisting with meal preparation, feeding and resident engagement.

“Many of our employees have shared how personally rewarding these experiences are not just as representatives of Maxim’s, but as individuals building real connections within their community.”
Through expanded fundraising efforts with OSC, Maxim’s hopes to improve the quality of life for the vulnerable groups while also cultivating a culture of care and mutual support across the city.
“We look forward to creating new opportunities for collaboration and innovation that enhance the spirit of giving. Ultimately, we are dedicated to making a lasting difference in the lives of beneficiaries and driving positive change for the wider community.”
OSC, a charity campaign in Hong Kong, officially launched in 1988 as a joint initiative between RTHK and the SCMP. Since then, OSC has raised over HK$396 million and supported more than 365 charitable projects across Hong Kong.
It has benefited more than 100,000 people and grown into one of Hong Kong’s most recognised and trusted charity campaigns.
Find out more about OSC here.


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Hong Kong society

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 elderly people with difficulties swallowing. Photo: Handout

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

Operation Santa Claus: Hong Kong children find joy and inclusion in mochi-making

Participants decorate panda-themed mochi during the Chinachem Group and TREATS workshop for Operation Santa Claus. Photo: Wong Kin Fung

The mochi-making workshop is held in partnership with the charity TREATS. Photo: Handout

Amy Wu (left) says the session reflects Chinachem Group’s commitment to giving back to the community. Photo: Handout

Operation Santa Claus raises HK$19 million for Hong Kong fire victims, other causes

Operation Santa Claus has raised HK$19 million this year, nearly double its target. Photo: Jonathan Wong

RTHK’s controller of radio, Angel Cheng (left), and SCMP publisher Tammy Tam reveal the total amount raised. Photo: Jonathan Wong

David Wallis, head of Morgan Stanley’s Asia-Pacific prime brokerage sales and chair of the Hong Kong Philanthropy Committee, receives the Top Corporate Fundraiser award. Photo: Handout

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Hong Kong

Society

Restaurant conglomerate also encourages employees and their families to volunteer at elderly care homes to foster a stronger sense of community


Restaurant conglomerate also encourages employees and their families to volunteer at elderly care homes to foster a stronger sense of community.


Operation Santa Claus

Hong Kong’s Tai Po fire tragedy

SCMP

Maxim’s

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

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Restaurant conglomerate also encourages employees and their families to volunteer at elderly care homes to foster a stronger sense of community

Restaurant conglomerate also encourages employees and their families to volunteer at elderly care homes to foster a stronger sense of community