HONG KONG – Award-winning Hong Kong Mandopop sensation Keung To, a member of the popular group MIRROR, has pledged a significant portion of his upcoming concert and merchandise profits to aid victims of a devastating residential blaze. The announcement, confirmed on Tuesday by MakerVille, the star’s management agency, follows a previously reported HK$1 million personal donation to support residents displaced by the catastrophic five-alarm fire that recently engulfed the Wang Fuk Court building in Tai Po.
With his highly anticipated “KEUNG TO ‘LAVA’ LIVE 2025” concert series at AsiaWorld-Expo set to kick off in mid-December, the singer is currently in intensive rehearsals for the nine sold-out shows. However, the tragedy prompted the star and his team to dedicate proceeds from concert-related merchandise and his latest solo album, COMPOSITION, entirely to local charitable platforms focused on relief efforts.
MakerVille’s official Instagram account communicated the measure to fans and the public, emphasizing a commitment to assist affected individuals. This initiative marks a tangible effort by the entertainer to leverage his commercial success for immediate community support.
Merchandise Design Adjusted Amid Relief Focus
The organizational team behind the “LAVA” concerts confirmed that the decision to prioritize disaster relief necessitated an unexpected change in production plans. The initial design and production of official concert merchandise were halted and subsequently reconfigured to align with the new charitable focus.
“Due to the necessary redesign and subsequent production arrangements, the arrival date for merchandise will be slightly delayed,” the organizers noted in their public statement. They expressed gratitude for the audience’s understanding and unwavering support, promising to release updates regarding the final designs and delivery schedules on MOOV’s official social media channels.
This move underscores a growing trend among high-profile Asian celebrities to engage directly in community support, particularly following public crises. By redirecting commercial profits, Keung To is transforming a major entertainment event into a platform for significant humanitarian aid.
The horrific Tai Po blaze, classified as a five-alarm incident—indicating one of the most severe categories of emergencies—resulted in widespread damage and displacement, leaving many families without essential belongings or shelter. Donations channeled through local platforms provide crucial financial liquidity for housing, daily necessities, and long-term recovery for the victims.
Fans eagerly awaiting the concert series are now also participating in an indirect act of philanthropy through their purchases, highlighting the interconnectedness of commerce and charity in the face of community adversity. The star’s commitment sets a precedent for how major cultural events can immediately respond to urgent societal needs. Information regarding relief-focused merchandise will be released in the coming weeks, encouraging continued support for the fire victims.
