Macau, 12 February 2026

As the Chinese New Year approaches, Companhia de Electricidade de Macau - CEM, S.A. (CEM) Ambassadors Team and the General Volunteers Association of Macao (GVAM) recently co-organized a charity haircut event. They visited the Salvation Army's Rui Xi Integrated Elderly Service Centre to provide free haircuts for nearly 25 dementia seniors receiving inpatient and day care services. Additionally, they visited 40 seniors with dementia, presenting them with gift bags and festive blessings to spread warmth and care while celebrating the festival together.

Belinda Chio, Senior Manager of Human Resources and Sustainability Department of CEM; Jaclyn Iun, Senior Manager of Regulatory Affairs and Corporate Communications Office of CEM, along with 10 CEM Ambassadors, assisted volunteers from GVAM in creating ideal hairstyles for the seniors. While the seniors were waiting, they engaged in casual conversations, showing concern for their health and daily lives. After receiving their haircuts, the seniors looked refreshed and beamed with bright smiles, expressing their gratitude to the GVAM volunteers and CEM Ambassadors. The atmosphere was warm and harmonious. Subsequently, the CEM Ambassadors visited seniors with dementia receiving day care services at the center. A CEM colleague even dressed up as the "God of Fortune" to deliver gift bags, wishing them a joyful Chinese New Year and good health. 

Although seniors with dementia may have cognitive limitations, their perception of care remains genuine. A patient greeting or a familiar festive ritual can bring them a sense of security and joy, evoking fond emotional memories. This haircutting service and visit not only provided physical care for these seniors but also encouraged them to express their thoughts and feelings. It offered psychological and emotional support, allowing them to feel the care and importance placed upon them by society. 

During the event, Cherry Ip from CEM’s Customer Services Department shared: "It would be better to say they warmed our hearts rather than saying we helped them. This experience taught me how to communicate patiently with seniors suffering from dementia. They deserve to be seen, understood, and treated with tenderness. I hope society will pay collective attention to dementia and promote care and support for this group." Carwin Ho from CEM’s Generation Department stated: "Interacting with seniors with dementia requires an extra measure of patience and listening. They may not be able to express themselves clearly, or they may have forgotten many things, but that longing for warmth has never changed. This also reminds us to cherish the time we spend with our families and take the opportunity of the Chinese New Year to accompany our loved ones mindfully."

As an integral part of the community, CEM believes that its company value lies not only in providing energy but also in brightening hearts. CEM has consistently organized diverse social service activities and given back to underprivileged groups with love and care. Looking forward, CEM will continue to actively fulfill its corporate social responsibility and contribute to build a harmonious and inclusive community.