Nipsea Group, Asia's largest paints and coatings manufacturer by sales revenue, will deploy more resources and manpower to provide painting service in China to respond to the country's call for targeted poverty alleviation, said its global head.

Wee Siew Kim, CEO of Singapore-headquartered Nipsea Group, said the company hopes to inspire children's imagination with color, as it believes that "aesthetic education" is a practical element to inspire dreams and guide future life. As aesthetic education is still scarce for remote villages in China, the firm has been adopting art and color to help children grow up.

"In the past 10 years, the content of 'Color, Way of Love' has been expanded a lot. In the future, we hope that the program will help more people to witness life changes and new beginnings, not only in the countryside, but also in the cities," he said.

By the end of 2019, the program had repainted 342 elementary schools and donated to 319 art classrooms across China, benefiting more than 90,000 children. After a decade of development, the "Color, Way of Love" project has become a sustainable public welfare platform and an influential welfare brand.

Encouraged by the tangible development of the Belt and Road Initiative, he said the company will introduce the program to more countries and regions participating in the BRI in the long term.

Nipsea has adopted ideas and measures from the "Color, Way of Love" public welfare programs in 15 countries and regions in Asia and combined them with local conditions, such as refurbishing schools and communities, art wall painting projects and other corporate social responsibility activities.

Nipsea also hopes that the program will further promote the project to more Asian countries, and make its own efforts to build a new bridge between different cultures through the common theme of public welfare activities and humanistic care.

Supported by over 7,900 employees and 41 plants, Nippon Paint China earned 17.5 billion yuan ($2.55 billion) in sales revenue in 2018.

It entered China in 1992. Today, it offers paint products in the architectural, coating, auto, auto refinish, industrial, coil, protective coating and powder coating industries.