Kuala Lumpur, Malaysia – For many Malaysians, a cherished ritual, be it savouring a cup of fresh coffee or ingesting a daily dose of health & beauty supplement, may seem like simple, everyday pleasures. Yet, what if these habitual routines, seemingly ordinary and commonplace, could also brew profound change and extend a hand to those in need? 

Building on this moment of ponder, Kinohimitsu, a leading nutraceutical brand in Health and Beauty, and HWC COFFEE, Malaysia’s renowned farm-to-cup specialty coffee chain, have teamed up to transform ordinary purchases into extraordinary acts of kindness. This purpose-driven collaboration is set to raise a significant donation of MYR 44,000  to Islamic Relief Malaysia’s (IR Malaysia) “Cup of Hope” Initiative, providing a strong backing to its ongoing humanitarian and development projects that deliver essential healthcare, food security, critical education opportunities, and pathways to self-sufficiency for marginalised communities nationwide

This unlikely alliance stands as an exemplary testament to genuine corporate social endeavours. Despite operating in distinct industries, their shared commitment to community thrives. Kinohimitsu, rooted in its unwavering philosophy of individual vitality, organically extends this to nurturing the collective health of society. Meanwhile, HWC COFFEE, a brand built on fostering warm, connecting community spaces, now actively drives this spirit of connection to provide vital, tangible support by bundling its specialty coffee with Kinohimitsu’s wellness products, with a portion of the proceeds channeled to the initiative.

The “Cup of Hope” Fundraising Bundle  

The commitment by both organisations translated into the “Cup of Hope” initiative, offering everyone a chance to turn their daily indulgence into an act of kindness. To make gift giving simple, attractive and impactful, a special fundraising bundle set priced at a modest MYR 88 has been curated, combining the best from both Kinohimitsu and HWC COFFEE. 

Each thoughtfully assembled bundle includes: 

• Kinohimitsu Bird’s Nest with Kurma, Habbatus Sauda & Honey (4 bottles) – a treat for your well-being.
• A Kinohimitsu product voucher.
• Exclusive IR Malaysia | HWC COFFEE Brew Bag (10 sachets) – a truly special inclusion, featuring unique packaging designs lovingly created by IR Malaysia’s invited beneficiary families and students. Owning one means holding a piece of their hope and talent.

© 2025 Kinohimitsu

• An HWC COFFEE product voucher.
• IR Malaysia brochures, detailing the incredible work your support helps make possible.

Purchase of the ‘Cup of Hope’ Fundraising Bundle can be made through the following convenient methods:

1. Via Kinohimitsu E-store: https://my.kinohimitsu.com/products/cup-of-hope-irmhwc-kinohimitsu

• Via Corporate Order (Bank Transfer / DuitNow QR): For bulk or direct orders, kindly make payment to the details below and share the payment receipt along with delivery details (name, contact number, and delivery address) with Kinohimitsu Customer Service at 012-306 0250. ○ Bank Name: Affin Bank

○ Account Name: KINO BIOTECH (M) SDN BHD

○ Account Number: 101740018837

Fifty percent (50%) of all sales will be directly donated to support families and communities in need.

The campaign aims to sell 1,000 sets of this limited-edition bundle where every purchase contributes vital support to the cause. Through the “Cup of Hope” initiative, IR Malaysia will extend this support to underprivileged children across the country via its flagship programmes: Special Case and Cheer To School. These programmes are aimed at uplifting lives through access to education, essential needs, and renewed hope for a brighter future. This in effect is conscious consumerism at its best – enjoying quality products while knowing these choices fuel towards a noble purpose. 

The “Cup of Hope” Ceremony

The official launch of the “Cup of Hope” collaboration takes place at HWC COFFEE, Pavilion

Bukit Jalil on this 3^rd July, 2025. Guests are invited to witness Kinohimitsu and HWC COFFEE inaugurate the “Cup of Hope” fundraising bundle, marking the commencement of their month-long commitment towards this shared goal.

“At HWC COFFEE, we believe that every cup has the power to connect — not just people, but purpose. Through the ‘Cup of Hope’ campaign, we’re proud to turn a simple daily ritual into a meaningful act of giving. Together with Kinohimitsu and Islamic Relief Malaysia, we

© 2025 Kinohimitsu

hope to inspire a wave of compassion where every sip contributes to building a better, more hopeful future for those in need,” remarked Ms. Zenda Ng, CEO of HWC COFFEE. 

“True prosperity and vitality isn’t measured by what we consume, but by the kindness we extend and the integrity we demand in every exchange,” added Ms. Jennifer Chin, COO of Kino Biotech. “Through this ‘Cup of Hope’ initiative, Kinohimitsu is thrilled to turn our passion for wellness into tangible support by joining HWC COFFEE and Islamic Relief Malaysia in showing just how powerful our everyday actions can be. It’s amazing to think that a simple purchase can now nourish a brighter future for our communities in need.“

The event’s program, expertly guided by IR Malaysia’s emcees, Suffian Amrin and Imelda Harris, featured a segment outlining the “Cup of Hope” objectives and an insightful introductory video about IR Malaysia’s vital work through the years. 

Dato’ Sri Syed Saleh Syed Abdul Rahman, Chairman of Islamic Relief Malaysia, then took the stage to share inspiring words, highlighting: “At Islamic Relief Malaysia, we believe that lasting change begins when our humanitarian mission is united with corporate goodwill. The Cup of Hope Bundle, launched together with our strategic partners HWC COFFEE and Kinohimitsu, reflects our shared commitment to making a real difference in the lives of vulnerable communities. By inviting everyone to take part in this initiative, we hope to bring hope and restore dignity to those facing hardship, proving that when humanitarian values and corporate responsibility come together, we can create a meaningful and lasting impact for society.”  

The emcees then conducted interviews with invited beneficiary families and students, acknowledging their direct contribution through the coffee brew bag packaging designs, before presenting them with tokens of appreciation. The occasion concluded with a commemorative group photo featuring representatives from IR Malaysia, HWC COFFEE, and Kinohimitsu, followed by light refreshments for all guests. The ‘Cup of Hope’ initiative vividly demonstrates the power of shared values and collective action. Ultimately, it embodies a profound truth: that our most ordinary choices, when made with intention, hold the power to spark extraordinary change. It’s the hope of Kinohimitsu and HWC COFFEE that this initiative will inspire a wave of compassion and benevolent giving across the nation, fostering a future where every act of kindness becomes a tangible step towards building a more humane and supportive society for all