Recently, Master Kong (KSF) and PepsiCo Greater China Region (PEP GCR) kicked off a joint nationwide corporate social responsibility (CSR) program in Beijing, which will cover 22 universities in 16 major cities in both the Chinese mainland and Taiwan for six months to enhance the younger generation's involvement in philanthropy and transfer the positive energy to the greater population.

The theme of the 2013 Master Kong innovation challenge cup, Small Public Welfare, @ the World, aims to let the contestants do their little bit for the common good and enhance the public welfare for a better world. It is committed to making the Master Kong innovation challenge cup a brand that continuously focuses on the next generation. At the same time, it is the first time that PEP GCR has been invited as one of the key co-organizers of the campaign. The first joint CSR project after the PepsiCo-Tingyi strategic alliance in March 2012, the program signifies both companies' strong commitment to their CSR journey in the greater China region.

Until now, the Master Kong innovation challenge cup has entered its fourth year and gained high awareness among the younger set in China. It has attracted more than 140 million viewers and participants and become one of the major platforms for young people to participate in CSR programs.

There are many creative and inspiring proposals from the past competitions. For example, the 2012 KSF Innovation Challenge champion Zhang Zhidan established the first interactive CSR Q&A website. The website made its own name by attracting more than 100,000 online participants within a very short period of time. Zhang was honored to share his CSR ideas in Harvard University's SEED program later on.

"By adhering to the spirit of the Master Kong enterprises of public signs, everyone can participate for the betterment of the public interest through his own strengths and interests, and also let the enterprises explore more profound ways of survival based on their own values, abilities and strategies. That is also the reason why we insist on the program," said Chen Kungju, Assistant Vice President of public relations for Master Kong.

The program will invite many well-known industry experts and opinion leaders in the CSR arena to be panelists, who will select 10 finalists to join CSR field practice generated from hundreds of online CSR proposals from university students. Those finalists will execute their CSR projects this summer with the funding provided by the organizer, and an ultimate winner will be selected by the panelists in September 2013.

"The champion will have the opportunity to visit PepsiCo HQ facilities and meet with PepsiCo Foundation people in New York early next year. We want to build the communication platform to engage young people's vision and help them grow up well-rounded," said Cathy Tai, vice president of corporate affairs for PepsiCo.

Global Times