Coffee major Phuc Sinh collaborates with 9-year-old artist to launch charity fund

Paintings of Cherry, a 9-year-old girl in Ho Chi Minh City, have inspired the launch of a charity fund for children suffering various illnesses.

"K Coffee & Cherry Shares Love" fund will be supported with donations and proceeds from the sale of canvas bags featuring her paintings.

A launch event for the fund was held Saturday in HCMC by Phuc Sinh K Coffee Consumer Goods JSC in collaboration with Saigon Entrepreneur magazine.

The fund aims to help children overcome their illnesses and promote the use of environmentally friendly products from K Coffee Phuc Sinh.

The company is selling a special K Coffee Cherry canvas bag set featuring artwork by Cherry.

“Cherry’s paintings have garnered much affection on social media. I personally find them beautiful and unique. Her artwork is characterized by creative, colorful and vibrant strokes, reflecting her wish that everyone gets to realize their dreams. That’s why we chose to feature her paintings,” said Phan Minh Thong, CEO of Phuc Sinh K Coffee and CEO of Phuc Sinh Group.

While Phuc Sinh has run many charity programs in the past, this is the first time they have collaborated with a child like Cherry, he noted.

If this initiative proved successful, Phuc Sinh planned to continue with similar meaningful projects in the future, he added.

Cherry was not present at the launch in order to “maintain her innocence and foster her creative spirit,” Thong said.

The K Coffee & Cherry bag set can be bought at K Coffee stores, online at www.kphucsinh.vn, and through the Kphucsinh app, which delivers products nationwide.

Fifty percent of the revenue from bag sales will support sick children and those in challenging circumstances.

During the launch ceremony, Saigon Business magazine and Phuc Sinh K Coffee Consumer Goods JSC signed a five-year cooperation agreement to develop and sustain the charity fund.

At the event, the fund donated VND200 million ($7,930) to the HCMC Children’s Hospital 2 to support and encourage disadvantaged children in their fight against illness.

A Phuc Sinh representative told The Investor that nearly 5,000 bags have been sold at VND96,000 ($3.81) each so far.