KUALA LUMPUR: EcoWorld today launched #AnakAnakMalaysia (#AAM) 2026, the latest chapter of its long-running community campaign, under the theme #JOM — a simple call to action inviting all Malaysians to come together and give back. The launch was officiated by Tan Sri Lee Lam Thye, Chairman of #AnakAnakMalaysia and the Eco World Foundation, at GameOn @ The Labs, Bukit Bintang City Centre (BBCC).

As Malaysians continue to navigate economic uncertainties — from the rising cost of living and fuel prices to the broader impact of global instability — many vulnerable communities are facing greater challenges than before. Against this backdrop, #AAM 2026 moves beyond raising awareness to driving meaningful action, with #JOM serving as a rallying call for everyone to step forward and contribute towards building a stronger, more resilient society.

More than a campaign, #JOM is a movement. It invites EcoWorld employees, project teams, partners, customers and communities nationwide to unite behind the communities where they live and work. Recognising that community needs differ from one region to another, teams across EcoWorld’s townships and developments nationwide will champion initiatives most relevant to their local communities, while staying aligned to the overall spirit of #JOM.

These initiatives will be carried out across four focus areas. Education & Youth Development supports children and students with greater access to education, learning resources and opportunities, placing Malaysia’s next generation at the heart of the movement. Social Welfare & Community Development helps vulnerable communities improve their living conditions and livelihoods, and ensures access to basic resources. Safety, Health & Wellbeing covers programmes that improve health in communities, including support for individuals with disabilities or chronic illnesses. Environment Sustainability & Animal Welfare encourages practices that care for the environment and protect animals. Together, these four areas turn #JOM’s call to action into tangible support on the ground.

The launch event brought together Team EcoWorld, media and students from the Eco World Foundation’s Students Aid Programme (SAP) for a day of shared engagement. Also in attendance were Eco World Development Group Berhad President & Chief Executive Officer Dato’ Seri Chang Khim Wah, Eco World Development Group Berhad Deputy Chief Executive Officer Liew Tian Xiong and Co-Founders of GameOn Leroy Lee and Lilian Chan. 50 SAP students, accompanied by their teachers, joined a specially curated full-day programme at GameOn, where obstacle courses and active play tested both their problem-solving and their physical strength.

Speaking at the launch, Tan Sri Lee Lam Thye, Chairman of #AAM, said:

“Throughout the years, #AnakAnakMalaysia has grown from a call for unity into a true reflection of the Malaysian spirit of gotong-royong. #JOM continues that journey. It is a simple word, but it carries a powerful invitation — for every Malaysian, regardless of background, to come together and take action for those around us who need it most. When we look after our communities and our children today, we are shaping the Malaysia of tomorrow. I am confident that with the support of EcoWorld’s employees, partners and the wider public, #JOM will grow into a movement that touches lives across the nation.”

Team EcoWorld across all projects nationwide are encouraged to carry out #JOM-aligned initiatives in their respective communities over the coming weeks, with EcoWorld set to share updates on the movement’s progress and impact as the campaign unfolds.