"Sehati Sejiwa" campaign captures the essence of Malaysian culture
In the spirit of Merdeka and Malaysia Day, a campaign was launched at the Intermark Mall, in collaboration with the Johor Empowerment Women Association (Jeiwa) called "Sehati Sejiwa".
The campaign was launched by Economy Planing Unit (EPU) Deputy Director General Datuk Yatimah Sarjiman and Kuala Lumpur Pavilion Chief Executive Officer (CEO), Retail Datuk Joyce Yap together with the Jeiwa founder and designer Ina Fadilah Nizar.
Jeiwa began as a social enterprise providing a livelihood for disabled persons and survivors of domestic violence.
In addition, the social enterprise also offers hand hand-painted stainless steel tiffin carrier (Tiffin Jeiwa) that features gorgeous hand-painted drawings that are unique and sophisticated.
Its founder, Ina said every year during the Merdeka month, Jeiwa would choose one family to lend a helping hand.
"We would help them until they can be free from financial worries.
"However, for this year we let Nur Amiratul Farahin Abdul Rahman to be our beneficiary who's also deaf and mute," she said at the launch.
Ina added that Amiratul also got in second place at the Abilympics in France.
"She is the talent we want to show in this Merdeka month. We set up her own solo exhibition here in Intermark Mall," she said.
Commenting further, she also said that as NGO, efficient work is required and industry collaboration either corporate or with higher institutions is a must.
"We should be united to help the needs and work on more collaboration with industry players in order to shape a better society for our people.
"I would like to express my gratitude to Jeiwa customers as well for the continued support and this is Tiffin Jeiwa showcasing our story, a Malaysian story," she added.
Meanwhile, the Sehati Sejiwa campaign is comprised of activities such as the Living Circles Concept Pop-Up which is the Happy Dumpy pop-up that sells bags and pouches inspired by beloved Malaysian dishes that perfectly capture the essence of Malaysian culture.
Together with Muar Leather Craft a group of boys from a rural community showcased their leathercraft as part of the initiative to help them learn the skill and earn a living, as well as a fan painting workshop, batik painting workshop, and cupcake decoration workshop.
Besides, ‘Palette to Palate: The Art to Tiffin’ online contest to commemorate the spirit of Merdeka and express your love and appreciation for Malaysia.
The partnership embraces Pavilion KL’s Environment, Social, and Governance (ESG) efforts, including a display of the largest Spritzer bottle art installation consisting of 2,000 upcycled bottles located at Pavilion KL until 16 September.