The car industry is often associated with luxury or excessive lifestyles, but Toyota Corporation shows that the motoring business can also be associated with charitable causes.
For the past 26 years, Toyota has successfully carried out the Toyota Classics Asian Concert Tour. The Toyota Classics promotes appreciation for classical music while raising funds for charitable organizations.
As of 2014, over 184 Toyota Classics concerts have been held throughout Asia with ticket sales reaching over 843 Million Japanese Yen (or approximately 313 Million Philippine Pesos). Proceeds of the Toyota Classics have benefited local charities in sectors such as health, community services, education, environment, road safety and sports.
This year’s Toyota Classics featured the Budapest Operetta and Musical Theatre at Solaire Resort in October 16. The Budapest Operetta is one of the oldest and most successful theatres of Hungary, and earned a title as one of the National Treasures of Hungary. To add a local touch, the Toyota Classics also featured Filipino artists Menchu Lauchengco-Yulo and Robert Seña.
George S.K. Ty, Chairman of Toyota Motor Philippines (TMP) appropriately said: “As we experience the richness of classical music this evening, we also become enablers in enriching the lives of more Filipinos in coming days.”
According to Jade Sison, Head of PR for TMP, the 2016 Toyota Classics raised P1.5 Million. Following TMP’s tradition of matching the funds raised, TMP donated an additional P1.5 Million for a total of P3 Million going to various charitable organizations, as follows: P1 Million to Gawad Kalinga, P1 Million to Plan International, P500,000 to International Care Ministries, and P500,000 to the Philippine Red Cross.
Truly, the Toyota Classics slogan of “Music that moves lives” unfolds in the concrete projects that benefit hundreds of people. Gawad Kalinga Chairman Tony Meloto said: “We are proud to partner with Toyota Motor Philippines in strengthening the rising Philippine economy by building quality homes and restoring the dignity and productivity of the Filipinos at the base of the pyramid. With the completion of the Toyota Sta. Rosa Gawad Kalinga Village in Laguna and the current construction of a new community center, 158 families are one step closer to a better life.”
For several years, Toyota is a car company that has shown commitment to giving back to communities through ‘music that moves lives’ and through other means.
“The Toyota Classics is just one of the many endeavours we have that give us the opportunity to share our blessings to those in need”, says TMP President Michinobu Sugata, “truly, it has always been one of Toyota’s goals to make a difference in society.”
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Karen Jimeno is a junior partner at Jimeno Cope & David Law Firm and a law professor. She hosts LegalHD on CNN Philippines Tuesdays at 9:30PM. She graduated from UP Law School and Harvard Law School, and is licensed to practice law in the Philippines and in New York.