DBS HK supports silver economy with inclusive dining solutions

DBS Bank Hong Kong and DBS Foundation (DBSF) have lent their support to the silver economy by fostering inclusive dining experiences that empower seniors to stay socially connected and nutritionally supported.

Also known as “IMPACTable” (同桌同餐 星展隨行), the initiative is co-organised with the 2024 Grantee, The Project Futurus, and Chung’s House under Tao Heung Group, and fully supported by the Hong Kong Council of Social Services. It demonstrates cross-sector collaboration to unlock new business opportunities that support seniors in living with dignity.

As part of DBS’ broader commitment to supporting the silver economy, IMPACTable demonstrates the bank’s strategic approach on fostering inclusive dining experiences that empower seniors to stay socially connected and nutritionally supported.

IMPACTable features a curated tasting of nine sophisticated and nutritious soft meal dishes, jointly developed by The Project Futurus and Chung’s House, which complies with the International Dysphagia Diet Standardisation Initiative (IDDSI).

The initiative is also built on the fact that the city is facing an ageing population as the Census and Statistics Department predicts that by 2043, more than one in every three Hong Kong residents will be an elderly person.

It also aligns with the government's “Working group on promoting silver economy” which has proposed 30 measures in five areas, namely: boosting “silver consumption”, developing “silver industry”, promoting “quality assurance of silver products”, enhancing “silver financial and security arrangements”, and unleashing “silver productivity”. This plentiful and practical series of measures involves collaboration across government, community and business sectors.

To further support social inclusion and promote sustainable development and impact-driven solutions, DBS Hong Kong will launch a new promotional campaign titled “DBS credit card ‘foodie’s goodies’ rewards” in August, as part of the “DBS culinary delights” signature programme. 

This credit card promotion will fully support the theme of inclusive dining experiences. All the DBS credit cardholders can collect dining stamps and exclusive privileges at designated restaurants, among which the cardholders can enjoy swallowing-friendly soft meal menus at designated restaurants, allowing family members of all ages to dine together and savor delightful cuisine in Hong Kong.

Cheuk Wing Hing, Hong Kong's deputy chief secretary for administration, said, “Developing the silver economy is not only about the wellbeing of the elderly, but also benefits businesses by expanding markets and promoting sustainable social development. We need active collaboration and action from all sectors of society to maximise the impact of the silver economy. I look forward to various sectors rolling out measures to benefit the silver-haired group, seizing the opportunities brought by the silver economy, and collectively working to enhance the quality of life for the elderly and drive Hong Kong's economic growth.”

Ho Kai Ming, the city's under secretary for labour and welfare, said, “Caring for the well-being of our elderly, especially those with swallowing difficulties and their carers, is a shared responsibility. As Hong Kong’s population continues to age, we must work together across sectors to build a more compassionate and inclusive community. I commend initiatives such as soft meal development, which offer practical, dignified support to underprivileged seniors and their families.”

Alphae Chen, managing director, head of group strategic marketing and communications, DBS Hong Kong, said, “DBS Hong Kong fully supports the Hong Kong government’s efforts to boosting the silver economy. Through DBS Foundation, we are dedicated to supporting visionary social enterprises, such as The Project Futurus, which promotes practical and people-focused soft meal solutions that empowers seniors to live with dignity. As a purpose-driven bank, DBS Hong Kong upskills staff and rehires retirees to help seniors navigate digital banking. This ‘silver supports silver’ model reflects our commitment to social inclusion and be customer-centric.”

Grace Chan, chief executive of The Hong Kong Council of Social Services, said, “To expand the care food ecosystem, we need more support from the business sector to continuously launch a wider variety of care food. The support from DBS Bank today, along with the participation of Chung’s House and The Project Futurus, is highly significant for us. With an increasing number of restaurants expressing interest in joining the ‘care food’ movement, we will be launching a brand new ‘care food restaurant programme’ in the second half of the year. We encourage restaurants to adopt our ‘care food standard guidelines’ in order to join this programme.”

MARKETING-INTERACTIVE has reached out to DBS for more information.

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