Lifting Lives by Turning Pages
July 10, 2025
Key Takeaways
- Sunway’s concerted, coordinated literacy effort is making a substantive change in how the next generation learns to read. Through multiple Corporate Social Responsibility programmes, Sunway aims to do their part in increasing the nation’s literacy rate.
“Literacy is a bridge from misery to hope,” Kofi Annan, the seventh secretary-general of the United Nations and a co-recipient of a Nobel Peace Prize, once said, eloquently capturing the profound impact of reading and literacy.
His words echo with particular resonance in Malaysia, where the literacy rate reached an admirable 95.71% in 2021. From 88.69% in 2000, the nation has made notable strides since the turn of the millennium. However, the journey towards educational excellence remains complex, marked by a mix of triumphs and hurdles.
Addressing Reading Deficiencies
For one, the task of nurturing a reading culture persists. In 2022, assessments by the Programme for International Student Assessment (PISA) – a global evaluation led by the Organisation for Economic Co-operation and Development (OECD) among its member countries – have highlighted a concerning decline in reading proficiency, with scores dropping from 415 to 388 points, positioning Malaysia significantly below the average of 476 among OECD countries, and behind the nation’s Asian neighbours such as Singapore, Japan and Korea.
The OECD, an international organisation that advises governments on policies to drive reforms in their nations, underscores that improving literacy rates can have far-reaching impacts as it allows individuals to gain knowledge and contribute to society.
For Malaysia, this downturn points to the urgent need for a renewed focus on literacy, as about 13% of upper primary students are yet to achieve the necessary reading levels.
These statistics reveal the formidable challenges ahead, underscoring the need to spread the transformative power of literacy throughout Malaysia. The government has rolled out several significant initiatives in response, with the Literacy and Numeracy Intervention Programme (LINUS) at the forefront. Education Minister Fadhlina Sidek announced in March 2024 that this programme, slated to begin in the 2024/2025 academic session, will serve as an early intervention measure for standard one pupils who have not yet mastered reading, writing, and arithmetic (3M). During the first three months of the school year, teachers will screen students to identify those struggling with these basic skills, allowing for targeted interventions to ensure that all children acquire these foundational abilities early in their educational journey.
Corporate entities like Sunway further enrich the quest for educational excellence. This leading Malaysian conglomerate has crafted a tapestry of initiatives that stretch beyond urban centres, reaching deep into rural Malaysia. One of its signature CSR efforts, Sunway READ (short for Reading Enhances Aspiration and Drive), exemplifies a commitment to bridging educational gaps and fostering development nationwide. signature CSR efforts, Sunway READ (short for Reading Enhances Aspiration and Drive), exemplifies a commitment to bridging educational gaps and fostering development nationwide.
The First Seed of Change
Sunway READ did not come from grand strategy but found resonance in unexpected partnerships, reminding us that sometimes the most profound impact starts with a simple connection. In 2020, Apshy Vimal, once a Sunway staff, reconnected with her former company as the project lead for Book Effect. Part of the NGO Friends to Mankind, Book Effect works to bring books—and the worlds they contain—to communities often forgotten. Apshy carried with her a modest proposal: to build a community library with the help of Sunway and community group MyPJ in Desa Mentari 1, a low-cost apartment in Petaling Jaya where the need for resources far outweighed their availability.
The response was immediate and heartfelt as Sunway’s people embraced the initiative with fervour. A book donation drive swept through the company’s corridors, gathering 2,000 books from staff who saw in this project something personal and meaningful. This collaboration underscores a profound truth: education, like a well-tended garden, could grow and flourish in the most unexpected places.
“For Sunway, education is a vital component in all that we do to ensure no one is left behind. Education has the power to lift a family out of poverty and enable them to lead a meaningful life. It is very important for us to support the underprivileged children with the right foundation and motivation to shine in life.
said Nik Tasha Nik Kamaruddin
chief brand strategy officer of Sunway Group.
Economic, social, and infrastructural challenges often shape the quest for literacy in Malaysia, particularly in rural regions that grapple with resource scarcity and limited access to quality education. The success of this library in Desa Mentari became a catalyst for larger plans as Sunway set its sights on creating more spaces where literacy could take root, bringing light to the corners of Malaysia that needed it most.
Sparking A Reading Revolution
“In fact, the reason we decided to expand Sunway READ on a larger scale was our visit to a Tamil primary school in Penang. Seeing the school’s condition firsthand really motivated us to take action.” recalled Bernard Paul, Sunway Group general manager of CSR, internal branding, and events.
Standing in the fading light of the worn-out school library then, Bernard noticed that the books were battered, and the shelves were sagging under the weight of time. But the true weight was on the children, for whom this space was meant to be a gateway to the world. The headmaster’s humble request to “improve the library” unlocked something deeper in him: the realisation that education is the foundation upon which all futures are built.
This quiet epiphany ignited Sunway’s ambition to pursue its alliance with Book Effect further. With the backing of Sunway, Book Effect found its reach stretching far beyond the confines of its original mission. As Apshy reflected: “Teaming up with Sunway has allowed us to scale our efforts beyond what we had imagined. Our ambition to build libraries was initially confined to the Klang Valley due to budget limitations. With Sunway’s support, we have been able to bring the joy of reading to more secluded parts of Malaysia, ensuring that children have books at their fingertips. It may be a small contribution in the grand scheme of things, but reading is a powerful tool in providing insights for life; hopefully, the children will be able to gain something from that.”
The tangible results of this initiative are evident in the rural villages of Pahang, where schools serving orang asal children once suffered from a lack of both books and appropriate reading environments. Apshy recounted a significant breakthrough: “In just one visit, we established six libraries, donating over 6,000 books and touching the lives of more than 900 children.”
Throughout 2022 and 2023, Sunway READ has reached an astounding 14,000 children across various settings—schools, orphanages, refugee schools, community centres, and hospitals—highlighting the extensive and lasting impact of Sunway’s philanthropic efforts. Sunway has also exceeded its target of creating 50 libraries by 2024, and they have no intention of stopping there.
The Power of Volunteerism
In a world where corporate giants often take a bow after signing a cheque, Sunway writes a different script. Sunway’s involvement transcends beyond financial support, ensuring the enduring success of the libraries through active volunteerism and abundant resources. As Apshy testifies, “Sunway also stays involved behind the scenes, bringing a lot of heart and care to the table. Their commitment does not just end when the cheque clears. It goes deeper, ensuring the libraries built are effective and that the children are reading the books.”
As Bernard eloquently put it, “CSR is not about doing what a certain generation wants. It is about doing what the community needs.” This sentiment cuts through every decision, project, and effort Sunway undertakes. It is about moving past trends, looking beneath the surface, and responding to the genuine needs of those they serve.
This ethos is woven into the fabric of Sunway’s identity through the #SunwayforGood initiative, where their staff—endearingly called #SunwayHeroes —take up the mantle of change-makers. When these heroes step into communities, they are there to connect, roll up their sleeves, and learn from the very people they seek to help. Every volunteer experience is an exchange, where empathy flows both ways, and the heroes themselves leave richer for it.
“I have been here for over two decades,” said Bernard. “Our CSR programmes have always resonated well with the staff.” Where participation can often feel obligatory, Sunway’s staff are eager to be part of something bigger than themselves. “Take our most recent meal pack-a-thon in 2024. We packed 500,000 meals with 1,300 volunteers. Half were our staff, and the rest were our partners and stakeholders. It proves how deeply CSR is ingrained in Sunway’s DNA.”
Sunway knows that doing good should never plateau. The Group is in the process of revising a formal CSR guideline that will better recognise and reward the tireless efforts of those who consistently go above and beyond. Because at Sunway, volunteerism is always celebrated and recognised.
Sunway’s unwavering commitment to volunteerism has earned the Gold Award for “Excellence in Employee Volunteerism” and “Employer of the Year” at the HR Excellence Awards 2023, as well as a Bronze for “Excellence in CSR Strategy”. Sunway’s story is one of action, impact, and a relentless drive to make the world a better place—not just in words but in deeds.
Holistic Learning Approach
Sunway’s dedication to community well-being extends into other educational initiatives as well. For instance, the Sunway-Oxbridge Essay Competition promotes critical thinking and writing skills among students, fostering a culture of intellectual curiosity. Moreover, the Jeffrey Cheah Foundation, which stands as the largest education-focused social enterprise in Malaysia, offers scholarships to deserving students, promoting quality education, and enabling individuals from all backgrounds to pursue their academic dreams. But these are only the prologue of a much larger story.
Bernard believes Sunway READ is a narrative still being written. He envisions a future where the children who have benefited from Sunway’s literacy initiatives stand tall, not only reading with proficiency but wielding words as tools for self-expression. “I would like to see our beneficiaries gaining proficiency in reading and expressing it—unleashing the power of language through storytelling, essay writing, and public speaking competitions. Collaborating with schools and leveraging the resources of Sunway University, these competitions will serve as a testament to how literacy can elevate minds.”
But the future, according to Bernard, is not just about the words we speak. “We aim to broaden our literacy efforts by introducing an ICT literacy programme,” he shared. Already, this initiative has taken root in a Tamil school in Ipoh, and plans are underway to extend it to orang asal schools in Johor. With these tools, children will be empowered to write the algorithms that shape tomorrow’s digital landscape.
These diverse efforts showcase a comprehensive strategy to elevate educational standards across Malaysia. Countries with solid literacy programmes, such as Finland and South Korea, enjoy superior educational outcomes and higher levels of national well-being and creativity. Finland, renowned for its holistic approach and emphasis on teacher quality, consistently ranks at the top in international assessments like PISA. It is celebrated for its national well-being, frequently topping the World Happiness Report. Likewise, South Korea excels in global education rankings despite its rigorous and demanding system and is actively working towards aligning its schooling with personal fulfilment and innovation.
These education systems have shown significant, far-reaching impacts on society. They reflect a deep belief in the power of education as a transformative tool – one that nurtures curiosity, builds resilience, and prepares individuals to navigate and shape an ever-evolving world.
As the sun sets over the verdant hills of rural Malaysia, the lights flicker on in newly built libraries, where children gather around books that transport them to worlds beyond their imagination. Here, in these quiet moments, the seeds of literacy are sown, promising a harvest of educated minds ready to take on the future.
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