1. Enterprise in Support of Social Services — We operate as a self-financed social enterprise and commit resources generated from our operations to community services that can further our social impact.

2. Collaboration and Partnerships — We collaborate with different sectors to help meet the multifaceted needs of our senior citizens.

3. Senior Citizens’ Well-being First — We treasure our elderly’s role in family and society and we care deeply about helping them live the best lives possible.

4. People at the Core of What We Do — We respect that everyone has value and needs. We value and connect people with love.

5. Embracing Innovation — We strive to integrate innovative ideas and practices into our organisational and service development