HCM CITY — Phú Nhuận Jewelry Joint Stock Company (PNJ) has launched a corporate social responsibility (CSR) project called ‘Giấc Mơ Lọ Lem’ (Cinderella’s Dreams) that seeks to inspire confidence and awareness of spiritual beauty and outward appearance for young girls, especially those in vulnerable situations, through practical activities.

This initiative has the participation of businesses such as Biti’s, Rabity, Cocoon, and Tòhe, said Nguyễn Khoa Hồng Thành, Chief Marketing Officer and head of External Communications at PNJ, said.

As part of the programme, PNJ will work alongside local authorities and social partners to organise six main festive days, along with supporting activities across the country.

At these festive days, young girls will have the opportunity to dress up like a princess while also learning essential life skills. This initiative aims to plant the first seeds of confidence, empowering them to pursue their dreams in all circumstances, he added.

Speaking at the press conference to launch the project in HCM City on February 25, Trần Thị Phương Hoa, vice president of the HCM City Women’s Union, said: "This is one of PNJ’s key projects that demonstrates its social responsibility, with the goal of supporting and encouraging underprivileged girls to build self-confidence, develop aesthetic sense and create a better future for themselves."

As the official ambassador of the project, Miss H’Hen Niê said she will empower and inspire young girls, giving them the confidence to pursue their dreams for a better life. — VNS