Amblyopia, a common ailment around the world, afflicted over 10 million children in China. NWDS jointly organized “Bright Future Action- A New World for Children with Amblyopia” with China Children and Teenagers’ Fund to extend this charity project from Hong Kong to cities in Mainland China. The year-long project programme kicked off on 16 November 2007 at Beijing’s Great Hall of the People. All NWDS stores served as activity platforms for promotion and dissemination of knowledge on amblyopia. Donation boxes were placed in store to raise fund for needy children.

During Christmas season in 2006, Harbin New World Department Store co-organized a charity sale, “Childhood Dream Comes True” with UNICEF, aiming to raise fund to finance basic education for children living in poverty regions in China. Harbin Store collected around 1,000 items of men’s and women’s apparel in total from major suppliers and set up special sales counters. Customers could write down words of blessings for poor children on a “Heartwarming Message Board” specially mounted on site. All blessings and proceeds from charity sale were donated to UNICEF. In addition, Beijing New World Department Store held a meaningful event, “Fortune Comes to Wishing Well” from December 2006 to March 2007. All coins collected were subsequently donated to a special UNICEF fund in aid of AIDS orphans.