In March 2007, NTUC FairPrice presented the FairPrice Big Heart Challenge with Shin Min Daily. The homegrown retailer called on Singaporeans to take up this nation-wide challenge by folding origami hearts and donated $0.30 for every folded heart returned. A total of $273,178 was raised from the event. The amount was donated to five designated charities – Asian Women’s Welfare Association, Fei Yue Family Service Centre, HCA Hospice Care, SUN-DAC Centre for the Disabled and Movement for the Intellectually Disabled of Singapore (MINDS).