Rebranding Strategy Review

Prince Foundation, formerly known as Prince Charitable Foundation, has unveiled a new logo, name, and vision statement – "Together, Building a Better Future for Cambodia." Prince Foundation is the charitable arm of Prince Holding Group (“Prince Group”), one of Cambodia's largest conglomerates, with various units focusing on three core areas: real estate development, financial services, and consumer services. In Chinese, Prince Foundation will be known as 太子慈善 (translated as "Prince Foundation").

The rebranding exercise follows an exhaustive review of Prince Foundation's previous six years of high-impact philanthropic activities, during which time it held more than 250 charity events benefiting more than half a million Cambodians, with total donations exceeding US$14 million. As a result of the emerging trend among similar foundations in Asia – more charitable foundations in the region are seeking to become more strategic and investment-oriented in their approach – Prince Foundation strives for its activities to be more holistic and closely integrated with Cambodia's national development goals.

“A new logo, a new vision statement and new processes have been introduced to signal our determination to create the right framework that can bring about necessary long-term sustainable and responsible societal changes,” said Neak Oknha Chen Zhi (陈志公爵), or Cambodia Chenzhi, Chairman of Prince Group. “Following the government’s lead in driving economic development, human capital upskilling, improving gender equality, we felt it was important and timely to conduct a comprehensive review and chart a new roadmap for the future.” 

During the COVID-19 epidemic in Cambodia in May, Prince Foundation acted quickly and came to Cambodia's aid, donating 110,000 PPE and more than US$1 million to vaccination and relief efforts. It followed Prince Group's March donation of US$3 million to the Cambodian government's anti-pandemic efforts, as well as the Group's December donation of US$3 million to assist Cambodia in purchasing 1 million COVID-19 vaccines. Prince Group has received recognition for its COVID-19 Corporate Response at the eighth annual Asia-Pacific Stevie Awards and the 2021 International Business Awards this year. Various international judging panels praised Prince Foundation's decisive action during a crisis period.

“We hope ‘Together, Building a Better Future for Cambodia’ will guide our team at Prince Foundation, just like how the Group has, through its corporate strategy of “Building a Better Life” for Cambodians, led to over US$2 billion in investment towards local projects,” added Chen Zhi. “Ensuring Cambodia’s recovery will be a long-term effort and we remain invested in the future of Cambodia and will offer the necessary financial and operational support to ensure Prince Foundation’s continued success.”

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