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 a new #WithHeart campaign by honoring 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 endeavors. A short film series, which premiered Nov. 19, tells the stories of young and passionate Asian culture makers. The campaign also includes 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. “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.”

The “From Asia With Heart” short film series is a six-episode collection released through January 2022. It includes stories of 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; and a pianist infusing his riveting performances with Asian influences.(SD News)