Driven by a passion for community service, Bobo Leung, Senior Manager of Community Relations at Swire Properties, started the company’s Community Ambassador Programme in 2001. Since then, the programme has gone from strength to strength, taking a leading role in creating positive community impacts and showcasing the company’s placemaking efforts.
What does your day-to-day role look like?
My team and I oversee the Community Ambassador Programme, an employee-driven volunteer initiative, so my role involves organising events and projects to uplift the community.
My days are always different, but one constant is meetings – they're never boring! I love connecting with NGO partners, government officials, tenants and colleagues to better understand emerging community needs and collaborate on solutions. I also manage the Swire Properties Community Caring Fund, which supports smaller NGOs and employee-nominated projects.
How did you first get involved?
After joining Swire Properties 26 years ago, I noticed the growing trend for corporate volunteer programmes and proposed creating our own volunteer network in 2001. At the time, the company primarily supported communities through sponsorship, but I felt we could do more and decided to make a bold move.
I sent an email to staff, and 43 people responded, establishing the foundation for the Community Ambassador Programme. Since then, we have mobilised over 33,000 ambassadors in over 1,000 activities!
Can you share some key initiatives and their impact?
Certainly! "Books for Love" is one of our flagship initiatives, promoting literacy and supporting underprivileged families since 2009. As well as collecting and distributing books, we also provide educational resources and host story-sharing sessions to foster a sense of community.
Thanks to the support from our partners, management and volunteers, we reach more people every year. With the help of over 6,000 volunteers, we collected, sorted and sold over 320,000 books in 2024, raising nearly HK$1.4 million for our charity partners. All of these figures are record highs!
Another example is "Little Fashion for Love", a kidswear charity sale and family fun day that teaches children about environmental awareness and values like sharing. We also run "Little Construction Hero", which introduces children to construction and placemaking. They learn about architecture and engineering through interactive activities, while exploring Swire Properties' projects.
How did you come up with so many initiatives?
I can't take all the credit – it's a team effort. Many of our projects are co-created with NGO partners rather than solely driven by us. To make a project meaningful and impactful, it's essential to understand what the community genuinely needs. Partnering with those who are deeply rooted in the community helps us achieve that, ensuring our projects are both sustainable and impactful.
How does the programme reflect the company's placemaking efforts and values?
Placemaking is about building spaces that improve communities, so it all ties together. We utilise our own spaces for events, such as Pacific Place, Taikoo Place, Cityplaza and Quarryside – a new community space in Quarry Bay developed with support from the Swire Group Charitable Trust and Swire Properties.
The initiatives under the Community Ambassador Programme also embody our values: environmental sustainability and education. At the same time, they all empower young people, care for the vulnerable, and build vibrant, sustainable communities.
What's a memorable moment from your time leading the programme?
Family volunteering stands out as a highlight for me. My son joined me for his first activity when he was just one year old. Now, at 17, he's still an active volunteer. Serving the community alongside family is incredibly precious to me.
Family and friends play a significant role in our programme's success. Our colleagues often bring their loved ones, creating an extended network that has helped us grow. They are the backbone of this programme.
What's next for the Community Ambassador Programme?
In 2026, we'll celebrate the programme's 25th anniversary. One of our goals is to inspire more people – employees, families, and even tenants – to make volunteering part of their daily lives.
We're also focusing on tenant engagement. Swire Properties has a vibrant tenant community, and many are eager to participate in our initiatives. By collaborating with them, we can leverage their expertise to amplify our impact.
Do you have any advice for those interested in a role like yours?
Passion is key. If you enjoy making a difference in people's lives, you'll thrive in this field. For me, the joy I see in others keeps me motivated.
