Alfred and Friends arrive in Singapore to bring Festive Cheer

Nov 28,2017

1,800 Alfred & Friends arrived Singapore to be adopted this festive season!  Guests and staff are invited to adopt “Alfred & Friends” at a minimum S$20 each, where they have the option of keeping or donating the bears to the children from low-income families.

Season of Giving

“Christmas is a season of giving, and in relaunching Ask Alfred, we also hope to spread a little cheer to the beneficiaries of The Straits Times School Pocket Money Fund (STSPMF) . We incorporated the charity element as a way to help those less fortunate in the community. In a way, we are getting them to think about doing a good deed for those less fortunate even as they enjoy themselves on holiday,” says Mr Lee Richards, Vice President of Operations (Singapore), Millennium Hotels and Resorts. “

Alfred & Friends can be adopted this festive season from 1 to 31 December 2017 at Millennium group of hotels in Singapore : Orchard Hotel, Grand Copthorne Waterfront Hotel, M Hotel, Copthorne King’s Hotel, Studio M Hotel and M Social.  

Add On Experience

M&C service Ask Alfred is an add-on service that guests can select when they book a room at any of MHR’s Singapore hotels.  At just $22++, the children’s concierge service includes specially tailored features for child travellers, including children’s amenities and goodies such as jelly beans when they arrive at the hotel. They will also receive an exclusive plush guardsman teddy bear.  Parents will receive a welcome survival kit that includes useful travel tips and information on child-friendly activities, F&B privileges and attractions in Singapore. Other in-room kids’ amenities include children’s bathrobe, bedroom slippers and toiletry set.  As part of the package, Ask Alfred includes a charity element where the young guest will be able to pledge a portion of the proceeds from Ask Alfred to STSPMF that provides pocket money to children from low-income families to help them through school.

Global Initiative

Ask Alfred is part of a global initiative by MHR’s parent, London-listed Millennium & Copthorne Hotels (M&C). The name Alfred was used due to its popular reference to butlers and the meticulous service they provide.  The first hotel group to introduce a packaged suite of services catering specially to children, Ask Alfred is our way of going the extra mile in adding that personal touch for our young guests and incorporates the charity element as a way to empower the young to help those less fortunate in the community. Please visit

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About The Straits Times School Pocket Money Fund

The Straits Times School Pocket Money Fund(STSPMF) was started in 2000 as a community project initiated by The Straits Times that provides pocket money to children from low-income families to help them through school.  STSPMF was established as a Trust on 20 October 2010 and received charity status on 14 November 2011 with Institution of A Public Character (IPC) status effective from 1 January 2012. It is governed by a Board of Trustees. Since the project inception in 2000, STSPMF has helped over 160,000 cases of children and youths in need and disbursed over $60m. They come from families whose per capita gross monthly household income is not more than $625. Funds raised go towards school pocket money disbursements and support of the social and educational development of the children and youths. STSPMF disburses about $5m yearly, helping more than 11,000 needy students. A primary school pupil receives $60 a month, while a secondary school pupil receives $95 each month. The Fund has also extended its help from 2013 to students progressing from secondary schools to ITE, Junior Colleges and Polytechnics. Students in these educational institutions receive $120 a month. The children and youths can use this money to buy a meal during recess, pay for transport or use it to meet other schooling needs. The financial help also eases the burden of many parents, who are already struggling to feed their families on their meagre incomes. STSPMF disburses the funds to needy students through participating mainstream schools and social service agencies.
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About Millennium Hotels And Resorts

Millennium Hotels and Resorts (MHR) is a dynamic, global hotel company, which owns, asset manages and/or operates a worldwide portfolio of over 100 hotels under three collections: Leng’s, Millennium, and Copthorne. From historic addresses to trendy urban escapes across the globe, our hotels seamlessly blend genuine Asian hospitality with modern comfort. The strategic locality—and myriad offerings—of the diverse portfolio in cities such as London, Paris, Rome, New York, Dubai, Singapore, Kuala Lumpur, Beijing and Shanghai makes MHR the ideal destination for business or leisure. The Asian arm of MHR includes a portfolio of over 20 hotels in Singapore, Malaysia, Thailand, Philippines, Indonesia, Japan, China and Taiwan.  M&C is a subsidiary of Singapore listed property giant City Developments Limited. Both CDL and M&C are members of Hong Leong Group Singapore. MHR oversees the Asian arm of operations. 

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