Melco Resorts & Entertainment has launched a Chinese New Year initiative centered on “simple acts of kindness,” reinforcing its broader ESG and community engagement strategy in Macau’s post-concession renewal era.

The festive campaign encourages employees and community members to participate in volunteer activities, charitable outreach and small everyday gestures that align with the Lunar New Year spirit of renewal and gratitude.

Lawrence Ho: “Kindness Is Embedded in Our Culture”

Chairman and CEO Lawrence Ho framed the initiative as part of Melco’s long-term social commitment:

“Chinese New Year is a time for renewal, gratitude and community. At Melco, we believe that simple acts of kindness can create meaningful impact. Whether it is supporting local families, volunteering our time, or uplifting those around us, these gestures reflect who we are as a company.

As an integrated resort operator in Macau, our responsibility goes beyond delivering world-class entertainment. We are deeply committed to contributing to the community’s long-term wellbeing and to supporting Macau’s sustainable development.

Kindness is not seasonal — it is embedded in our culture. Through collective action, even small efforts can help strengthen the social fabric of our city.”

The remarks reinforce Melco’s positioning that IR operators must balance commercial performance with measurable social contribution.

ESG as a Concession Imperative

Since Macau renewed its 10-year gaming concessions, operators have placed greater emphasis on:

• Community and SME support

• Youth and elderly outreach

• Cultural and arts sponsorship

• Non-gaming investment commitments

At flagship property City of Dreams Macau, Melco continues to integrate entertainment, art and community partnerships into its non-gaming portfolio — aligning with SAR government diversification goals.

While the sector remains focused on GGR recovery and premium mass growth, operators like Melco are increasingly signalling that long-term competitiveness will depend on how effectively they embed themselves into Macau’s social and economic fabric.

In that context, “simple acts of kindness” function not merely as seasonal messaging — but as part of a broader concession-era strategy.