Superstar Sammi Cheng advocates “Be Smart. Self-check.” at Cancer Fund’s Pink Revolution

3 September 2019, Hong Kong – For the first time, superstar Sammi Cheng is the new Pink Ambassador for this year’s Hong Kong Cancer Fund Pink Revolution. Sammi has filmed an educational video for the Fund’s annual breast cancer awareness campaign, encouraging all women to carry out regular self-checks and to ask the public to show their support for women with breast cancer. The video’s premiere screening was kicked off by Sammi today at the Pink Revolution’s Launch Event at Festival Walk in Kowloon Tong. This touching video, with the key message ‘Be Smart. Self-check.’, will be aired on TVB Pearl and Jade channels during September and October, as well as on other social media platforms.


“Breast cancer caught early promises the best chance for survival,” said Sally Lo, Founder and Chief Executive of Hong Kong Cancer Fund. “For over 20 years, Hong Kong Cancer Fund has tirelessly strived to raise the public’s awareness of breast cancer through the Pink Revolution.’ We hope they will make it a regular habit as it’s easy to do in the shower. Sammi is a role model and we believe through her tremendous popularity, our message will reach more young women.”


Sammi has also recently seen her friend diagnosed with breast cancer. “I realised that providing support, love and time to her is vital to maintain her positive attitude,” she says of her personal experience. “Therefore, I hope all women affected by breast cancer can also overcome their difficulties by receiving tremendous support.”


“Breast cancer is the most common cancer among women in Hong Kong and new cases are also on the rise,” said Dr Janice Tsang, Specialist in Medical Oncology, Founding Convenor, Hong Kong Breast Oncology Group who shared her professional opinion at the launch event. “More and more young women aged between 20 to 44 were diagnosed with breast cancer in the last 10 years. However, more early stage breast cancer cases means women in Hong Kong are more aware of the disease and were able to catch the disease earlier. Early detection saves lives and therefore, we urge all women to check their breasts regularly.”


At the launch event, breast cancer survivor Queenie – who joined Sammi in the new educational video and who has recently become a Cancer Fund service user – shared her cancer journey as a career woman and a young mother. “The support from my family, especially my husband, has made all the difference. At the same time, Cancer Fund has provided me with free information and support to help me recover. They also guided and cared for my family and understood the stress we were going through.”


More about Pink Revolution
Every year, the Cancer Fund needs to raise HK$3 million to provide critical professional services for women touched by breast cancer. Below are two major ways for the public to join in and donate:


DRESS PINK DAY – 18th October, 2019
Every year, thousands of people in Hong Kong wear pink to raise awareness and funding to support women with breast cancer. For a donation of HK$150 or more, participants can sponsor a Pink Recovery Pack, which consists of essential rehabilitation items that are given at the bedsides of breast cancer patients who have just undergone surgery. For more details and to join this meaningful event, please visit


Show your care by shopping to support our free breast cancer services. Every year, our generous corporate sponsors offer new ‘Pink’ items to make shopping more fun, with a percentage of the proceeds donated to help breast cancer patients. To find out more about these ‘Pink Specials’, go to:


Special thanks to all Pink Sponsors:

Major Sponsor: Zojirushi Hong Kong & Macau
Diamond Sponsors: Lesportsac by Carsac, Conrad Macao, Hubei Har Cosmetics, PizzaExpress Hong Kong, RevitaLash
Gold Sponsors: A80 Anoufa Paris, Bright Diva International Limited, CALVIN KLEIN UNDERWEAR, Cigna Hong Kong, city’super, ECCO Shoes, Her Own Words, PURE International (HK) Ltd., Fine Foods Shop
Pink Partner: Festival Walk
Media Partner: Commercial Radio, Hong Kong Economic Times


Tel: (852) 3656 0800                                                                                

Donation Hotline
General donation:(852) 3667 6333
COF Monthly donation:(852) 3667 6332                                                      

  1. Questions or comments: please use our comments page
  2. Donation enquiries: [email protected]
  3. Media enquiries: [email protected].org 
  4. Fundraising enquiries: see Get Involved