Hong Kong Cancer Fund welcomes actress Charmaine Sheh as its ambassador as it campaigns to raise breast cancer awareness this October
Nearly 5,000 women were diagnosed with breast cancer in 2022 alone, according to Hong Kong’s Cancer Registry. Statistically, that means friends, colleagues, or even ourselves may one day be confronted with this silent battle.
The challenge with breast cancer is its invisibility. Unlike a fire, there is no alarm blaring to warn us. By the time symptoms appear, it may already be too late. That is why the message from Hong Kong Cancer Fund’s previous October campaign was deliberately simple, clear, and hard to ignore: “Don’t wait for the alarm. Check regularly.”
A new face for Pink Revolution
In 2025, the Pink Revolution welcomed actress Charmaine Sheh as its ambassador. Known and beloved for her iconic roles on screen, most recently as the formidable Man in The Queen of News, Sheh stepped into a different role this October: that of a woman speaking directly to women.
In Hong Kong, one in every 14 women will face a breast cancer diagnosis during their lifetime. It is no longer “someone else’s problem.” It is a collective reality that touches every woman, and by extension, every family.
More than treatment: free support for patients and families
What has long set the Hong Kong Cancer Fund apart is its comprehensive, free support for patients and their loved ones. From oncology nurses and dieticians to clinical psychologists and art therapists, its specialists accompany individuals through every stage of diagnosis, treatment, and recovery.
One of its most impactful initiatives remains the Pink Recovery Pack, designed for post-surgery patients. Packed with practical tools and emotional resources, the kit empowers women to take their first step towards recovery. With just HK$170, anyone could sponsor one pack and help a patient begin her healing journey.
Turning the city pink
Among the campaign’s highlights is Dress Pink Day, to be held on Friday, October 24. Offices, schools, and social spaces across Hong Kong will turn pink as participants don rose-hued outfits, shared photos, and filled timelines with a wave of solidarity.
Equally popular is Shop For Pink, a citywide collaboration where fashion labels, lifestyle brands, and restaurants release exclusive pink editions.
Hong Kongers wear pink not just as a colour, but as a statement, for awareness, for solidarity, and for the women fighting breast cancer every day.
Also see: Studio Générale and More Good celebrate bounty and community this Mid-Autumn Festival
