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 with which it coexists.
Following years of growth, Cuckoo International (MAL) Bhd is scaling up its corporate social responsibility (CSR) efforts to deliver greater, long-term impact.
At its landmark CSR launch, the company officially unveiled its 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 Cuckoo Dream Fund to empower the next generation of creative visionaries.
“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 chief executive officer Hoe Kian Choon.
Over the past three years, the company’s community touchpoints have scaled up exponentially, growing from eight initiatives in 2023 to 20 in 2024 and peaking at 54 in 2025.
Moving forward, the newly structured CSR blueprint 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 CSR portfolio into two specialised impact pillars: Cuckoo Loves, which focuses on community support, crisis response and disaster relief; and Cuckoo Cares, which champions wellness access, ecological conservation and youth empowerment.
The CSR action brands under this overarching architecture 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 global targets, ensuring that every layer of the company's social footprint drives a sustainable, purposeful impact.
Anchored under the “#SamasamaEmpower” CSR action brand, the Dream Fund provides a RM100,000 fund pool to empower the dreams and ambitions of entry-level 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 two-minute video pitch across one or more of the five eligible creative domains: digital content and storytelling, music and sound, design and visual arts, performance and movement, or creative workshops. Selected submissions will receive up to RM10,000 per project, uniquely structured to reward both creative talent and community responsibility.
The RM100,000 fund pool will be disbursed across two distinct application cycles, each totalling RM50,000. Applications for cycle one are open from July 1 to Sept 30.
Applications will be thoroughly evaluated based on a structured matrix of execution feasibility, innovation and originality, sustainability and social impact and legacy.
To bring this comprehensive structure to life, celebrated trilingual singer-songwriter Firdhaus serves as the first-ever official Cuckoo CSR Friend, acting as the face of the company’s welfare narratives and as a mentor for the Cuckoo Dream Fund.
As a 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 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,” said Cuckoo Malaysia chief marketing officer Queenie Goh.
“As a corporate entity, we recognise that true well-being encompasses the 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.”
The landmark event also briefly previewed a musical milestone with the launch of the Be Like Water song, a unique duet between Cuckoo brand ambassador Datuk Seri Siti Nurhaliza and Firdhaus.
Written and composed by Firdhaus, the track also marks a significant breakthrough for Siti Nurhaliza as her first-ever fully Chinese song in her musical journey.
The company was awarded Asia’s First Chinese Corporate CSR Theme Song Featuring Datuk Seri Siti Nurhaliza and Firdhaus by a Home Living Brand (2026) by Asia Records.
Interested individuals can apply to the Dream Fund at the official Cuckoo Malaysia website at www.cuckoo.com.my/CUCKOODreamFund.
