On January 16, the award ceremony for the 2nd Hong Kong Jun-zi Corporation Survey initiated by Hang Seng Management College was held in Hong Kong, with 210 enterprises from six major sectors entering for the awards. Pacific Coffee was granted the silver title Jun-zi Corporation in Catering Industry for 2012.

The aim of the survey is to award enterprises in Hong Kong with high moral standards and public creditability in accordance with Confucian concepts of Junzi (a man of virtue) and its five virtues, including “Ren” (benevolence), “Yi” (righteousness), “Li” (manners), “Zhi” (wisdom) and “Xin” (trustworthiness), and promote the significance of corporate ethics.

Pacific Coffee has been committed to its corporate social responsibilities: It has been long concerned with children and education causes and actively promoting low-carbon environmentally friendly lifestyle. It has provided support to Save the Children, charity football matches and Donghua Institute charity projects. It has also been long involved in the Sowers Action, helping with the healthy development of children in Hong Kong and Mainland China.

Other fellow winners include Starbucks, Cathay Pacific Airways, South China Morning Post and Standard Chartered Bank.