Initially inspired by the desire to make a lasting difference in the lives of less fortunate Malaysians, AEON Co. (M) Bhd. (then known as Jaya Jusco Stores Bhd.) marshaled its resources to launch a charity initiative to meaningfully usher in the new millennium. And with that, the With All Our Hearts (WAOH) Charity Fund was born.

This one-off 36-hour event saw shoppers entertained around the clock with fun-filled activities at 1 Utama Shopping Centre, such as fashion shows, dance performances, children's contests and local guest celebrity appearances. Fueling the excitement to fever pitch, a local TV station even telecast the festivities live at regular intervals.

Not surprisingly, the typical generosity of Malaysian shoppers was overwhelming. From the total profits, AEON donated 21% to deserving charitable bodies, and over RM755,000 was channeled to the deserving coffers of the Malaysian Red Crescent Society, Medicare Kidney Charity Fund, Rumah Hope, Rumah Anak Yatim/Miskin Daerah Kuala Langat and Persatuan Kanak-kanak Spastik Selangor dan Wilayah Persekutuan.

It was such an enriching exercise that AEON made a decision to establish the WAOH Charity Fund as an on-going concern, supported by yearly fund-raising activities. The Fund was launched during the JUSCO Fest celebrations in October 2001, in conjunction with JUSCO's 17th Anniversary in Malaysia.

In March the following year, the Fund achieved star billing when popular local songstress Dato' Siti Nurhaliza was appointed as its Ambassador. With her demure girl-next-door charm and huge popularity among Malaysians from all walks of life, Siti Nurhaliza was the perfect choice, epitomizing the wholesome JUSCO family-store image.

Since then, a number of WAOH Charity Drives have been organized over the years with tremendous success, spurring AEON to elevate the fund to foundation status. In September 2004, the With All Our Hearts Malaysian JUSCO Foundation was established at JUSCO's 20th Anniversary celebration gala dinner, officiated by Guest of Honour, Datin Paduka Seri Endon, the First Lady of Malaysia. At a Charity Gala Dinner the following month, a whopping RM250,000 was collected as AEON's customers and business associates gave generously. This was pledged over to the Malaysian government to help set up and support their Rumah Tunas Harapan orphanage.

With your encouraging support, what started out as an inspired idea to help a few worthy organizations has grown in spirit and scope. To date, we have donated over RM1.5 million to various organizations and needy individuals. As a full-fledged Foundation, WAOH now has greater confidence, credibility and influence to effectively further the cause of underprivileged children in Malaysia.