Main photo caption: Five mothers and their newborn Merdeka babies celebrate with their families and the Columbia Asia Hospital Iskandar Puteri team under the Care Beyond Birth campaign, which provides each eligible baby with a RM1,000 contribution to an HLB 3-in-1 Junior Account.
In conjunction with its 30th anniversary, The HeadStart Initiative with Hong Leong Bank gives eligible newborns a RM1,000 start to their savings journey.
Kuala Lumpur, 2 September 2026 – As Malaysians celebrated the nation’s 69th Independence Day, families at Columbia Asia Hospitals marked new beginnings of their own with the arrival of their Merdeka Day babies.
Through The HeadStart Initiative, eligible Malaysian babies born at participating Columbia Asia Hospitals on 31 August 2026 qualified to receive a RM1,000 contribution towards their savings in an HLB 3-in-1 Junior Account. The initiative forms part of Columbia Asia’s Care Beyond Birth campaign, in collaboration with Hong Leong Bank (HLB).
Norhaniza Binti Mohamad Osman (centre) holds her newborn son, who was born on Merdeka Day at Columbia Asia Hospital Puchong, alongside her husband Ahmad Asyroor bin Mohd Kamil and the hospital team.
For the families, welcoming their little ones on Merdeka Day brought added meaning to an already unforgettable moment. Among them were Ahmad Asyroor bin Mohd Kamil and Norhaniza Binti Mohamad Osman, whose baby boy was born at Columbia Asia Hospital Puchong at 10.37am.
“Celebrating the babies on Merdeka Day with The HeadStart Initiative made the day even more special for all of us at Columbia Asia. It’s a meaningful way for us to start saving for the babies’ future, and hopefully the savings will grow as we go through milestones together,” said Norhaniza.
CARE BEYOND BIRTH, A HEADSTART FOR WHAT COMES NEXT
Care Beyond Birth reflects Columbia Asia’s commitment in supporting families beyond childbirth, through growth and milestones. The campaign forms part of Columbia Asia’s 30th anniversary celebrations under the theme, “30 Years of Care. A Lifetime of Trust. Right Here for You”.
“For us, 30 years has really been about being there for Malaysian families through some of the moments that matter most. Welcoming a baby is certainly one of those special moments. With Care Beyond Birth, we wanted to build on that commitment and continue supporting families as they begin this new chapter,” said Lee Hui Chuen, Regional Chief Executive Officer of Columbia Asia.
For new parents, the birth of a child also marks the beginning of many hopes and plans for the years ahead. The HeadStart Initiative was created to offer families a meaningful starting point for the many plans ahead.
“When you have a baby, you naturally start thinking about what’s ahead and what you want for your child. With the HeadStart Initiative, we wanted to give parents a simple way to start saving for their child’s future from day one. It’s a small start, but hopefully something that can grow with them and help them along the way.”
FROM FIRST DAYS TO FUTURE MILESTONES
Columbia Asia’s Care Beyond Birth campaign poster for The HeadStart Initiative, in partnership with Hong Leong Bank, which provides eligible Merdeka Day babies with a RM1,000 savings contribution.
The collaboration combines Columbia Asia’s experience in caring for families with Hong Leong Bank’s financial expertise, helping parents to begin saving for their children from an early age.
“With 120 years of rooted heritage in Malaysia, Hong Leong Bank has always dedicated itself to empowering generations of Malaysians toward long-term financial goals and stability. Welcoming Columbia Asia Hospitals’ Merdeka Day babies with their first savings account marks the beginning of a lifelong relationship with smart financial habits, helping parents lay a strong foundation for their child’s future,” said Galvin Yeo, General Manager, Personal Financial Services – Deposits & Digital at Hong Leong Bank.
Following the babies’ birth, Columbia Asia and HLB will facilitate the eligible parents in opening a HLB 3-in-1 Junior Account and complete the RM1,000 contribution to the account.
CONTINUING CARE BEYOND CHILDBIRTH
Separately, as with all babies born at Columbia Asia Hospitals, the Merdeka Day newborns will be automatically registered as Columbia Kids Club members. Through the programme, families can enjoy selected privileges, including hospital discounts and invitations to children’s outings and activities.
Through Care Beyond Birth, Columbia Asia hopes to continue accompanying families beyond their first days together and through the milestones that follow.
