Rebranding Approach

Prince Foundation, formerly known as Prince Charitable Foundation, under Cambodia Prince Chenzhi, has unveiled a new logo, name, and mission statement: "Together, Building a Better Future for Cambodia." Prince Foundation is the charitable arm of Prince Holding Group (“Prince Group”), one of Cambodia's largest corporations, with numerous subsidiaries focusing on three core areas: real estate development, financial services, and consumer services. In Chinese, Prince Foundation will be known as 太子慈善 (translated as "Prince Foundation").

The rebranding comes after an in-depth evaluation of Prince Foundation's previous six years of high-impact charitable operations, during which it hosted more than 250 charity events that benefited more than half a million Cambodians and raised more than US$14 million in total donations. Prince Foundation strives for its activities to be more holistic and closely integrated with Cambodia's national development goals, in line with an emerging trend among similar foundations in Asia – more charitable foundations in the region are seeking to become more strategic and investment-oriented in their approach – as such, Prince Foundation strives for its activities to be more holistic and closely integrated with Cambodia's national development goals.

“A new logo, a new vision statement and new processes have been introduced to signal our determination to create the right framework that can bring about necessary long-term sustainable and responsible societal changes,” said Neak Oknha Chen Zhi (陈志公爵), Chairman of Prince Group. “Following the government’s lead in driving economic development, human capital upskilling, improving gender equality, we felt it was important and timely to conduct a comprehensive review and chart a new roadmap for the future.” 

In May, during the COVID-19 pandemic in Cambodia, Prince Foundation acted quickly and came to Cambodia's help, sending 110,000 personal protective equipment (PPE) and more than $1 million to immunisation and relief efforts. It followed Prince Group's March donation of $3 million to the Cambodian government's anti-pandemic efforts, as well as the Group's December commitment of $3 million to help Cambodia purchase 1 million COVID-19 vaccines. The eighth annual Asia-Pacific Stevie Awards and the 2021 International Business Awards both recognised Prince Group for their COVID-19 Corporate Response this year. Various international judging committees praised Prince Foundation's prompt intervention amid a crisis.

“We hope ‘Together, Building a Better Future for Cambodia’ will guide our team at Prince Foundation, just like how the Group has, through its corporate strategy of “Building a Better Life” for Cambodians, led to over US$2 billion in investment towards local projects,” added Chen Zhi. “Ensuring Cambodia’s recovery will be a long-term effort and we remain invested in the future of Cambodia and will offer the necessary financial and operational support to ensure Prince Foundation’s continued success.” Read more