Beauty and wisdom have long been the tagline for beauty pageants, but for the past 25 years, Miss Hong Kong Pageant winners have added their own requirement to the list: heart. In 1982, a group of Miss Hong Kong titleholders and finalists united to form the Wai Yin Association, a charitable organization dedicated to community service, philanthropy, cultural activities, supporting the arts, and promoting Hong Kong's international image. With all the members being former beauty pageant contestants, Wai Yin Association is the only certified charitable organization of its kind in the world.



In 2007, Wai Yin carried out a series of special charity events and commemorative activities to celebrate the organization's 25th anniversary, the most unique of which is the Wai Yin Association 25th Anniversary Commemorative Book. This collector's photo book documents in English and Chinese the history of the Miss Hong Kong Pageant and of Wai Yin, and features a dazzling 63-page photo spread bringing together 18 Miss Hong Kong titleholders. Wai Yin Association 25th Anniversary Committee Chairman Loletta Chu Ling Ling and Vice-Chair Ellen Wong share the concept, inspiration, and production behind the Wai Yin Association 25th Anniversary Commemorative Book in a special interview with YumCha!.


Often called the most beautiful Miss Hong Kong, Wai Yin Honorary Life President and 1977 Miss Hong Kong winner Loletta Chu keeps a low profile, except when it comes to charity work. "We especially chose the 25th Anniversary beneficiary theme to be 'Women helping women'," she explains. "The funds raised from the year's projects will benefit organizations whose mission is to make a difference in the lives of women in need. With our shared belief in serving the community and addressing ongoing social issues of women, we jointly act together to alleviate social concerns."



The committee began preparation for the Wai Yin 25th Anniversary Commemorative Book in early 2007. The production team carefully planned every detail from shooting locations and themes to image design, wardrobe, and makeup. "The planning and production process took many months," Loletta Chu remarks. "At one point, we had over 30 people from Hong Kong and Shanghai working on one set, each with his own role to play." The distinctive heritage and architecture of Shanghai's Xintiandi district were important sources of inspiration for photographer Ringo Tang and art director Jasmine Moore. A historical neighborhood recently reborn as the city's trendiest district, Xintiandi served as the perfect backdrop for 18 beautiful Miss Hong Kong titleholders in the autumn of 2007.



Bringing together 18 Miss Hong Kong titleholders from four different decades for the photo shoot in Shanghai was no easy task. "Just coordinating the participants, their shooting schedule, and the venues was a grand headache," recalls Ellen Wong who was in charge of planning the Shanghai trip for the 18 participants, not to mention supervising wardrobe and makeup on the set. "During those six days, I was like everyone's assistant," she says wryly. What left the deepest impression though was having to wake up at 5 a.m. everyday to catch the morning light for photography in the cold. "November weather, with the temperature at 5 degrees Celsius. We were all shivering!"


All the hard work and dedication paid off, however, as there has been nothing but applause for Wai Yin Association 25th Anniversary Commemorative Book since it was released in spring 2008. Fusing East and West, art and elegance, the Wai Yin Association 25th Anniversary Commemorative Book photo spread exudes Victorian grace, Old Shanghai glamour, and cosmopolitan sophistication, accentuating the many facets of modern female beauty and capturing the different moods of the 18 Miss Hong Kongs. The Miss Hong Kong titleholders featured in the photo spread include Angie Chiu, Anne Heung, Conny Kwan, Fiona Yuen, Marsha Yuan, Monica Chan, Priscilla Chi, Winnie Young, and, of course, Loletta Chu and Ellen Wong.



When asked about her favorite photo in the collection, Ellen Wong selects one of herself in a burgundy cape surrounded by traditional Shanghai hairdressers. "The photographer asked me to wear short shorts, but I'm already the mother of two children, and I haven't worn shorts on camera for a long time!" she laughs. Ellen Wong admits that she was hesitant about the revealing ensemble, but she decided to comply after much consultation, and the result was stunning. Even she has to praise the art director's foresight.


As for Loletta Chu, the photo that has invited the most attention is one of her wearing an elaborate paper crown. It turns out that assistant photographer Ken Ngan stayed up overnight to make the crown. Loletta Chu herself finds it amusing that back then she wore a pageant winner's crown, and now it is a paper crown!



Subtitled "The Gift of Caring - Touching Lives, Fulfilling Dreams", Wai Yin Association 25th Anniversary Commemorative Book is both a labor of love and a message of hope. In addition to the Shanghai photo spread, the book chronicles in words and images the 35-year history of the Miss Hong Kong Pageant from 1973 to 2007, and concurrently the changes Hong Kong has undergone from the 1970s to the new millennium. It also documents the 25-year history of Wai Yin, providing profiles of the organization's members, achievements, and charitable works, as well as photos from the members' private albums. The book's cover is an austere black adorned with a photo of a single flower and two women's hands, one giving and one receiving, embodying the theme of "Women helping women". The funds raised from the Commemorative Book and other anniversary projects were used to establish five women's centers for social and medical needs. All book sales as of May 2008 will be donated to Sichuan Earthquake Recovery Funds.


Wai Yin Association 25th Anniversary Commemorative Book is only one beautiful chapter in Wai Yin's long history of charity and community service. Since its founding, Wai Yin has supported numerous charity programs and helped raise millions of dollars for schools, community groups, and people in need of help. Members have reached out to wide sectors of society through different types of charitable work, community activities, and fundraising events, touching countless lives in the process. To date, there are 16 schools, community centers, and medical centers named after Wai Yin Association, a testament to its motto of "Wai Yin Association ... Making a Difference to Hong Kong".







Published August 4, 2008