KUALA LUMPUR: True corporate growth is not only measured by business performance, but by the positive change a company returns to the communities, lives, and environments it coexists with. Following years of growth, CUCKOO International (MAL) Berhad (“CUCKOO Malaysia” or the “Company”, KLSE:5336), a Healthy Home Creator, is scaling up its corporate social responsibility (“CSR”) efforts to deliver greater, long-term impact.
At its landmark CSR launch event, the Healthy Home Creator officially unveiled its CSR master blueprint, the “CUCKOO Loves, Cares Project”, unifying its philanthropic efforts under one strategic architecture. To drive this scaled-up vision forward, the Company simultaneously launched the RM100,000 “CUCKOO Dream Fund” to empower the next generation of creative visionaries and appointed celebrated Mandopop sensation, 菲道尔Firdhaus, as its first-ever official “CUCKOO CSR Friend”.
“For us, business success must always go together with social impact. As our company grows, our responsibility to improve the homes and spaces, as well as the standard of living for all Malaysians expands with it. Today, is a very big step for us. By bringing all our efforts under one clear CSR blueprint, we are moving forward strategically with greater purpose as a Healthy Home Creator to deliver lasting changes that truly elevate the communities, lives, and spaces we touch,” said CUCKOO Malaysia Non-Independent Executive Director and CEO, Mr. Hoe Kian Choon (KC Hoe).
A Unified Blueprint for Good: The CUCKOO Loves, Cares Project
At the heart of the launch event was the officiation of the CUCKOO Loves, Cares Project, acting as the master brand and strategic umbrella for all of the Company’s current and future CSR movements. Over the past three years, CUCKOO Malaysia’s community touchpoints have scaled up exponentially, growing dynamically from 8 initiatives in 2023, expanding to 20 initiatives in 2024, and peaking at 54 initiatives in 2025. Moving forward, the newly structured CUCKOO Loves, Cares Project aims at unifying and strengthening these efforts to ensure strategic, purposeful engagement for maximum social impact.
Driven by the tagline ‘Better homes begin with us’, the master blueprint serves as the Company’s CSR North Star and is further guided by two core objectives, “creating a safer, healthier, happier space”, and “raising living standards for all”. This streamlined framework divides its portfolio into two specialised impact wings:
● Impact Wing 1 – CUCKOO Loves: Serving as the compassionate humanitarian “heart” of the Company, this wing is dedicated to community support, and crisis and disaster relief, through the following CSR action brands:
○ #SAMASAMAKongsi: A community meal programme dedicated to combatting food insecurity and easing financial hardships within vulnerable populations.
○ #SAMASAMABantu: A responsive relief effort providing immediate outreach, emergency assistance, and vital aid to support communities during times of crisis and natural disasters.
○ #SAMASAMABuatBaik: Community outreach efforts to engage, support and empower the vulnerable communities through purposeful events and programmes.
● Impact Wing 2 – CUCKOO Cares: Leveraging the Company’s core wellness expertise and commitment to future-proofing society, this wing focuses on wellness access, ecological conservation, and youth empowerment through the three CSR action brands below:
○ #SAMASAMAUplift: Improving the standard of living of the communities the Company touches by leveraging water purifier support and other core offerings to equip schools, community centres, orphanages, and old folks’ homes.
○ #SAMASAMAProtect: Direct environmental stewardship initiatives focused on protecting ecosystems, restoring natural habitats, and preserving life on land and below water.
○ #SAMASAMAEmpower: Empowering the next generation and nurturing grassroots talent through dedicated scholarships, strategic sponsorships, vocational training, and developmental funds.
The six CSR action brands under the overarching architecture of the CUCKOO Loves, Cares Project are systematically guided by the United Nations Sustainable Development Goals (UN SDGs). Alongside these core pillars, the Company also continues to support broader philanthropic initiatives, including complementary ad-hoc projects and community sponsorships, in strict alignment with these global targets, ensuring that every layer of CUCKOO Malaysia’s social footprint drives a sustainable, purposeful impact.
Funding Dreams, Fuelling Futures: The CUCKOO Dream Fund
The Healthy Home Creator has also launched the CUCKOO Dream Fund following the officiation of the CUCKOO Loves, Cares Project and its six CSR action brands. Anchored under the #SAMASAMAEmpower CSR action brand, the fund provides a RM100,000 fund pool to empower the dreams and ambitions of entry or early-growth stage creative talents, such as students, fresh graduates, or self-taught creators aged 15 to 30.
Applicants are invited to submit an original project proposal alongside a 2-minute pitch video across one or more of the five eligible creative domains: Digital Content & Storytelling, Music & Sound, Design & Visual Arts, Performance & Movement, or Creative Workshops. Selected submissions will receive up to RM10,000 per project, uniquely structured to reward both creative talent and community responsibility:
● Up to RM5,000 Creative Fund: Awarded to support purely creative deliverables and original artistic project components.
● Up to RM5,000 Social Impact Alignment Fund: An additional incentive granted specifically to projects demonstrating a robust social cause or clear community impact.
The RM100,000 fund pool will be disbursed across two distinct application cycles, each totaling RM50,000. Applications for Cycle 1 open from 1 July 2026 to 30 September 2026 while details for Cycle 2 will be announced later. Interested individuals can submit their applications directly through the official CUCKOO Malaysia website at www.cuckoo.com.my/CUCKOODreamFund. Applications will be thoroughly evaluated based on a structured matrix of Execution Feasibility (50%), Innovation & Originality (25%), Sustainability (15%), and Social Impact & Legacy (10%).
Amplifying Impact: Appointment of 菲道尔Firdhaus as CUCKOO CSR Friend
To bring this comprehensive structure to life, celebrated trilingual singer-songwriter and Mandopop sensation, 菲道尔 Firdhaus, has been officially appointed as the Company’s first-ever CUCKOO CSR Friend. In this dedicated, hands-on role, 菲道尔Firdhaus will serve as the approachable face of the Company’s welfare narratives and act as a mentor for the CUCKOO Dream Fund. As a “Dream Fund Mentor”, he will be directly involved in shortlisting and evaluating applications, as well as mentoring successful applicants in the execution of their projects.
“Our event today has given us an entirely new momentum to drive greater social impact. By bringing 菲道尔 Firdhaus on board as our first-ever CUCKOO CSR Friend, we are injecting an authentic energy into our advocacy, one that we hope will inspire more people to do good and join us in amplifying the impact of our CSR efforts. As a corporate entity, we recognise that true well-being encompasses lives of all beings, the spaces we inhabit, and the natural environment we share. Moving forward with this unified blueprint, our purpose is to channel this collective energy into long-term change. By protecting our ecosystems, nurturing vulnerable spaces, and uplifting communities, we hope to build a more resilient and harmonious world for everyone, said CUCKOO Malaysia Chief Marketing Officer, Ms. Queenie Goh.
The landmark event also briefly previewed a historic musical milestone with the launch of “像水一樣” (Be Like Water) song, a unique duet between Malaysia’s legendary Biduanita Negara and CUCKOO Brand Ambassador, Dato’ Sri Siti Nurhaliza, and 菲道尔 Firdhaus. Written and composed by 菲道尔 Firdhaus, the track also marks a significant breakthrough for Dato’ Sri Siti Nurhaliza as her first-ever full Chinese song in her illustrious musical journey. Reflecting the philosophy of water that embodies how love and care flows fluidly and adapts to every challenges, the song aligns seamlessly with the core purpose of the blueprint and has also been officially adopted as CUCKOO Malaysia’s official CSR Theme Song, which also saw CUCKOO Malaysia being awarded “Asia’s First Chinese Corporate CSR Theme Song Featuring Dato’ Sri Siti Nurhaliza and Firdhaus by a Home Living Brand (2026)” by Asia Records.
