Shangri-La Unveils #WithHeart Campaign to Celebrate 50 Years of Growing with Asia

Shangri-La Celebrates 50th Anniversary with #WithHeart Campaign

 In 1971, the first Shangri-La Hotel opened its doors in Singapore, welcoming its guests like family. Since then, Shangri-La's journey has mirrored Asia’s rapid growth. As the brand marks its 50th anniversary, it celebrates its ties to the region with anew #WithHeart campaign by honouring the passion and values that have driven the brand’s evolution and the rise of Asia through the stories of those who have lived this transformation. 

The campaign brings to life the significance of “wholeheartedness” in all endeavours. A short film
series, premiering on 19 November 2021, will tell the stories of young and passionate Asian 
culture makers. The campaign will also include a quest to discover stories #WithHeart through 
social media and will extend into 2022 with collaborations and experiences.

“As we reflect on 50 years of bringing the best of Asia to the world through our heartfelt 
hospitality, we wanted to showcase stories that embody the tradition, craftsmanship and passion
of the region we call home,” said Hui Kuok, Chairman of Shangri-La Group. “Asia has been through
an incredible transformation, reinventing itself with unparalleled economic, cultural, and 
technological progress and a pioneering spirit that we share. Shangri-La is proud to have
supported this growth. As we mark our anniversary, we want to bring to life the stories and that 
have made Asia what it is today. We are not just celebrating our past but looking towards the 
future as we embark on our next chapter.”

“From Asia with Heart” Short Film Series
• A culinary pioneer who rose to become Asia’s Best Female Chef and says that cooking is 
the only thing she does with passion. 
• An architecture graduate who followed her heart to become an internationally renowned 
installation artist embracing change by experimenting with art. 
• A respected fashion designer who embarked on a journey of advocacy to open peoples’ 
minds to the idea of luxury goods made in China. 
• An iconic furniture designer inspired by the profound beauty of nature. 
• An illustrator reimagining Chinese culture and folklore for children.
• A pianist infusing his riveting performances with Asian influences.

These are just some of the wholehearted stories of Asia told in Shangri-La’s new “From Asia with
Heart” short film series, a six-episode collection being released through January 2022.

The teaser trailer is available now at At this site, visitors will also 
find inspiring stories, perspectives and foresight into different industry trends from even more 
Asian innovators, entrepreneurs and visionaries who put their heart into everything they do. Full 
versions of the short films will be released in the coming weeks.

In celebration of these stories from around the world, Shangri-La is also rewarding those who
share their #WithHeart stories on social media. Beginning on 22 November on Instagram, the 
brand is inviting people to share what they do “with heart” for a chance to take their passions 
further and win exclusive Shangri-La prizes. To enter the contest, people should follow 
@shangrilahotels and post their stories, tagging Shangri-La and using the signoff “From _____
#withheart”, filling in the blank with their name or handle.

For more information about the #WithHeart campaign, to view the short film series and to hear 
from other passionate culture makers, visit On social media, follow 
the brand on @shangrilahotels (Instagram) and @shangrila (Facebook).

Editor’s Note: 
The “From Asia With Heart” short film series by Shangri-La tells the stories of six trailblazing 
culture makers who are not only preserving Asian traditions and craftsmanship, but also 
innovating and reimagining their industries for new generations. The series features: 
• Kenneth Cobonpue, Furniture Designer: An award-winning designer known for
integrating nature, traditional crafts and innovative technologies, Kenneth Cobonpue’s 
home furniture showcases his respect for the environment and the Philippine islands 
where he grew up.

• DeAille Tam, Chef: Named Asia’s Best Female Chef by Asia’s 50 Best Restaurants, DeAille 
Tam is known for her inventive cuisine which fuses traditional Chinese flavours with 
Western cooking perspectives.

• Xiong Liang, Illustrator: As the first Chinese illustrator shortlisted for the Hans Christian 
Andersen Award, Xiong Liang is devoted to recreating Chinese folklore as picture books 
that introduce Chinese culture to children.

• Red Hong Yi, Installation Artist: An architecture graduate who followed her creative 
passions to become an installation artist, Red Hong Yi builds masterpieces with 
unexpected materials while evoking unique cultural sentiments that pay tribute to her 
heritage as Malaysian-Chinese.

• Haochen Zhang, Pianist: World-renowned pianist Haochen Zhang brings colourful Asian
themes to his captivating piano concerto performances throughout Asia and across the 

• Huishan Zhang, Fashion Designer: Renowned for his unique approach that marries Asian 
heritage and Western influences in his designs, Huishan Zhang was named by Business of 
Fashion 500 as one of the major influences on the global fashion industry.

For more information
Shangri-La Rasa Sayang, Penang
Batu Ferringhi Beach, 
11100 Penang
Tel: +604-888 8888

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