Using technology to drive meaningful impact, Malaysian coffee chain ZUS Coffee has raised RM100,000 through the innovative donation feature on its app. This was done in collaboration with the Consultative Council of Islamic Organisations of Malaysia (MAPIM).
ZUS Coffee will be contributing the money to Tabung Gaza, where the funds will go into providing hot meals, medicine, and water supply to victims in Gaza.
According to a press release, this marks just the beginning of ZUS Coffee’s commitment to social responsibility. The tech-led coffee brand aims to broaden its initiative’s reach and support local and international communities in need.
“We are honoured to stand in solidarity with the people of Gaza, and none of this would have been possible without the compassionate spirit of our ZUS community,” said Venon Tian, the COO at ZUS Coffee.
“At ZUS Coffee, we always strive to find innovative ways to give back. Our technology allows every purchase to be part of a meaningful contribution and movement, demonstrating how simple acts can drive real change.”
ZUS Coffee first introduced its donation feature in August as part of its 1,000,000 Supporters Campaign.
Through the ZUS Coffee app, customers to easily add RM1, RM5, or RM10 to their orders before checkout.
“Just as we believe that coffee should be a Necessity, not a Luxury, so is the compassion we show to those in need,” the donation page on the app stated. “Your kindness is more than just a donation, it’s a lifeline.”
As of October 3, 2024, ZUS Coffee’s total donations raised had reached RM143,616, according to the app.
Actions speak louder than words
In June 2024, ZUS Coffee had already donated RM100,000 to MAPIM to provide necessities like clean water and hot meals to victims of the siege in Deir al-Balah, Khan Younis, and Gaza City.
This followed some backlash in May, when ZUS Coffee participated in an Adidas event.
Adidas itself has found itself embroiled in controversies, having dropped model Bella Hadid who was outspoken about her pro-Palestine stance. As such, Adidas has been one of the brands that Malaysian consumers have been boycotting.
After receiving criticism for working with Adidas, ZUS Coffee initially made a post on May 16, saying, “We hear you. We should have known better.”
In that statement, they explained that the participation was a one-off activity, not a collaboration. They also shared that they would “never knowingly associate ourselves with war and unequivocally condemns any acts of violence against humanity”.
They stated that the company would exercise greater vigilance and care in their conduct, in the activities they undertake, and the brands they associate with.
On May 17, they released a second statement acknowledging that their previous one was not “sufficiently clear” in addressing their stance against “the act of genocide in Palestine”.
In that statement, ZUS Coffee stated that it stands in solidarity against genocide, advocating for a free Palestine. They pledged to be more mindful in their decisions, ensuring they “always reflect our values as a homegrown Malaysian brand”.
It’s great to see that ZUS Coffee hadn’t just made that statement in a time of crisis, but actually backed up its words through real actions.
Featured Image Credit: ZUS Coffee
