A peasant in front of his shabby house in Zhang county in Northwest China. Perfetti Van Melle Confectionery (China) Co Ltd joined hands with 1KG.org to give books and candy to children in less developed areas of China such as Yunnan and Gansu provinces over the past few months. Provided to China Daily

Perfetti Van Melle wants to make the world a far better place

SHANGHAI - An Italian sweet maker has launched a series of activities to encourage Chinese people to practice random acts of kindness and undertake more personal social responsibility to make the world a better place.

Perfetti Van Melle Confectionery (China) Co Ltd (PVMCC) said the initiative was designed to promote charitable work from the heart to help those in need.

As part of the plan, PVMCC joined hands with nongovernmental organization 1KG.org to give books and candy to children in less developed areas of China such as Yunnan and Gansu provinces over the past few months. It also has open accounts at Chinese social networking sites and Sina Weibo to collect stories of kind acts.

"After several years of development we have seen a dramatic increase in productivity in our society. However, somehow people have become a little indifferent and apathetic toward strangers," said Ma Limin, marketing director of PVMCC. "We must remember emotion and kindness are the most important elements that help us to maintain human relationships in society and support their growth."

The Chinese economy has experienced dramatic change in recent years and people's standards of living have increased significantly. However, many people have noticed people are becoming alienated and communication or interaction with strangers is getting harder.

"We had very good relationships with my neighbors when I was young (in the 1990s). They invited us to visit them and share happy and sad times. However, I feel it is really difficult to create such relationships again. Sometimes I meet my neighbor in the lift and we act like strangers and everyone has a blank face," said Sun Yu, a resident of Shanghai.

The death of Wang Yue, a 2-year-old girl in Foshan in South China's Guangdong province, who was hit by two vehicles and ignored by more than 10 passers-by, triggered a nationwide discussion about whether the Chinese possess too little personal social responsibility and do not engage with people in difficult situations. Some said if more people had shown a little kindness regarding this accident, the girl might have survived.

"Being kind does not have to be ostentatious or undertaken by celebrities. It can happen everywhere. Ordinary people can also be kind to others and make the world a better place," said Ma Yili, a "kindness" ambassador for PVMCC. "We think it should not have a designated target and should not require any payback".

Nongovernmental organizations (NGOs) have noted misunderstandings about kindness and charitable behavior among the Chinese. Many people believe giving money is the only way they can show their kindness to others.

"Charitable and kind behavior are not all about giving money. They are more about taking care of others and showing concern for others," said Yu Zhihai, the founder of 1KG.org, an NGO that encourages people to bring needed items to children in nearby schools during hiking trips in remote areas.

"It might be difficult for people to become a philanthropist like Chen Guangbiao because it requires huge financial support, but people can do something for others within their capabilities and make others feel happy," said Yu.

China Daily

(China Daily 12/12/2011 page22)