Central Retail Corporation Public Company Limited or CRC is delighted with the success of the “Hi! Jai” campaign, which gives everyone an opportunity to be a part of passing on happiness by supporting and buying products that include Art Toys and T-shirts from a special collection designed by renowned artist and illustrator Somnuek Klangnok, also known as Kru Parn. Sales from this heartfelt collection, which totaled THB 2.5 million in just 8 months, were donated to the Cardiac Children Foundation of Thailand under the Royal Patronage of H.R.H. Princess Galyani Vadhana Krom Luang Naradhiwas Rajanagarindra, with the aim of providing life-saving surgeries for children battling heart disease. The campaign was widely and positively received through both online and offline channels that the content of the campaign received more than 21.9 million views, with over 3.7 million viewers watching the Hi! Jai video clips while more than 18 million views on branded media and advertising. It reached more than 13 million people, with over 380,000 engagements including likes, comments and shares.
Piyawan Leelasompop, Head of Corporate Marketing of Central Retail Corporation Public Company Limited or CRC, stated, “Central Retail is committed to strive forward as Green & Sustainable Retail & Wholesale, driven not only by environmental stewardship but also by a commitment to societal well-being and upholding ethical principles. Guided by the 7 dimensions of the “CRC Care” Business Philosophy, Central Retail aspires to be truly Central to Life for all. One of these dimensions is ‘CRC Care for the Community’, which underscores our dedication to enhancing people’s quality of life and reducing societal disparities. This is the inspiration behind the ‘Happiness Forward’ concept, which we have done for the fourth consecutive year, aiming to spread endless happiness to Thai people through the ‘Hi! Jai’ campaign. Our goal is to support children battling heart disease who lack financial resources for treatment, enabling them to grow into a brighter future for our world.”
The “Hi! Jai” campaign was first introduced on March 14, 2024, together with the launch of an exclusive ‘Hi! Jai’ collection of Art Toys and T-shirts. The launching event saw Somnuek Klangnok or Kru Parn who illustrated Hi! Jai character with a number of artists and celebrities joining together with Dr. Smith Arayaskul and his daughter Aline joined the event to share their personal story as she once battled the heart disease. The “Hi! Jai” video which told a story of Nong Hi! Jai, played by Vita, who has battled heart disease since she was born and was allowed to receive treatment until she recovered and was able to be healthy and strong that she could pass on happiness and joy to those around her was a video played at the launching event and has since become a viral clip that gained a lot of attention.
In addition, on August 28, 2024, Central Retail has given the giant-size 2-meter-tall “Hi! Jai” mascot to the Children’s Discovery Museum Bangkok 1 (Chatuchak) to spread love, happiness, cheerfulness, and caring for all, as well as promoting learning and understanding about heart disease in children among visitors, and inspire young generation in Thailand to pay it forward.
Recently, Central Retail has beautifully concluded the campaign by donating THB 2.5 million to the Cardiac Children Foundation of Thailand Under the Royal Patronage of H.R.H. Princess Galyani Vadhana Krom Luang Naradhiwas Rajanagarindra to help children with congenital heart disease but lack financial resources, allowing them to be able to access the treatment. Asst.Prof.Dr. Suthep Wanitkun, Secretary General of the Cardiac Children Foundation of Thailand, was the recipient of this donation on November 5, 2024.
“With the overwhelmingly positive response to this campaign, it is a reaffirmation of Central Retail’s business strategy and concept, which believes that creating and giving opportunities to people is how we can spread endless happiness in a sustainable way. Central Retail is also preparing to continue the “Happiness Forward” campaign in the following years to ensure that all sectors can grow together sustainably like what we have always emphasized,” concluded Piyawan.
