As the brand marks its 50th anniversary, it celebrates its ties to the region with a new campaign by honouring the passion and values that have driven the brand’s evolution and the rise of Asia through the stories of those who have lived this transformation. 

#WithHeart campaign kicks off with a new short film series spotlighting a new generation of Asian pioneers.

In 1971, the first Shangri-La Hotel opened its doors in Singapore, welcoming its guests like family. Since then, Shangri-La's journey has mirrored Asia’s rapid growth. 

The campaign brings to life the significance of “wholeheartedness” in all endeavours. A short film series, premiering on 19 November 2021, will tell the stories of young and passionate Asian culture makers. The campaign will also include a quest to discover stories #WithHeart through social media and will extend into 2022 with collaborations and experiences.

“As we reflect on 50 years of bringing the best of Asia to the world through our heartfelt hospitality, we wanted to showcase stories that embody the tradition, craftsmanship and passion of the region we call home,” said Hui Kuok, Chairman of Shangri-La Group.

“Asia has been through an incredible transformation, reinventing itself with unparalleled economic, cultural, and technological progress and a pioneering spirit that we share. Shangri-La is proud to have supported this growth. As we mark our anniversary, we want to bring to life the stories and that have made Asia what it is today. We are not just celebrating our past but looking towards the future as we embark on our next chapter.”