Dana Cheong’s involvement with Kidz Horizon Appeal (KHA), a charitable organisation that addresses the medical needs of children with chronic illnesses, began almost serendipitously after its first year. “My children were very young, and this cause resonated deeply with me as a mother,” she says. She pauses before explaining that her daughter Beatrice (or Bea, as she affectionately calls her) was born prematurely and spent crucial early months in the hospital. “It was a challenging time. That experience instilled in me a profound need to give back.”
Nearly two decades later, Cheong’s commitment to KHA is evident in her role as a dynamic fundraiser and passionate advocate. “I’m the salesman,” she smiles. “I sell tables, raise funds, and secure unique items for auction.”
Despite her modesty, her accomplishments are impressive. The organisation has adopted the KKH Health Fund (KKHHF) and raises almost a million annually. Her contributions have included everything, from rare watches to Harley-Davidsons, demonstrating her ability to combine personal passion with philanthropic purpose.
Reflecting on significant milestones, Cheong proudly recalls when KHA received the President’s Social Service Award – Informal Group in 2009. “It was a monumental recognition of our work, especially in raising awareness and funds for children with HIV.” Initially focused on this cause, the organisation’s efforts eventually led to government support, allowing it to broaden its mission.
Wool blazer, from Max Mara.
When the conversation shifts to the moral obligations of the wealthy, she is thoughtful. “It’s about personal calling,” she says. “Some may be drawn to the arts or museums. Everyone has their own passion for helping.”
As Kidz Horizon enters its 20th year, Cheong’s excitement is palpable. A new youth wing, spearheaded by the daughters of committee members, including her Beatrice, promises to inject fresh energy into the organisation. “We’ve been doing this for 20 years, and our vision might not be aligned with the younger generation, who may want to donate but don’t want to attend a gala dinner. So, this initiative is perfectly timed.” The first project, a bazaar of pre-loved clothes, promises to blend fun with philanthropy in a way that engages younger supporters.
The idea for a youth wing has long simmered among the committee members, who include Caroline Low-Heah and Belinda Chua. As Cheong explains, “We’ve always wanted our daughters to join, but they had to find their own path.” She was delighted when Beatrice showed an interest. “Seeing her step into this role is thrilling. It’s a legacy that, hopefully, will continue with her children.”
Family Matters
Raised in a multigenerational home in Kuala Lumpur, Cheong attributes much of her character to her roots. “I grew up with my grandparents, hearing stories about their lives in China and their struggles when they came to Malaysia” she shares. Those tales of perseverance and sacrifice are the bedrock of her values today.
The family gatherings of her childhood, filled with uncles, aunts, and cousins, also taught her diplomacy and resilience. “I learned how to say the right thing at the right time and how to read my family members’ moods. It was a very happy time, something I wish my children could fully experience.”
Velvet dress, from Max Mara.
A blend of traditional values and modern sensibilities characterises her parenting philosophy. While she cherishes her heritage’s deeply rooted customs, she also recognises the importance of balance. “My grandmother’s generation was entirely selfless, dedicating everything to her family. Although I admire that, I’ve also learned to carve out a little space for myself,” she explains. Her nuanced approach is also evident in how she nurtures her children, allowing them to explore their individuality while emphasising tradition.
Cheong has two children, Beatrice and Brandon, with her husband Darren, who oversees Hong Fok Corporation Limited. In their 20s, both children live with their parents, a testament to the strong familial bonds she has cultivated.
However, she is very clear that she does not wish to impose the same multigenerational living arrangement on her daughter and son when they have families of their own. “My mother-in-law, who lived to 101, taught me that loving someone means setting them free. It’s about understanding when to let go,” she says, her voice tinged with emotion.
Both husband and wife share mutual respect and values in their marriage. “We both come from very traditional families, and we prioritise our loved ones’ well-being,” she shares. Their relationship has evolved over the years, just like any enduring partnership. Her marriage advice is simple yet profound.
Wool blazer, from Dolce & Gabbana.
“It’s a quiet, strong love now. We’ve learned to navigate the ups and downs with patience, compromise, and a lot of understanding. There is this Chinese saying: 忍一时风平浪静，退一步海阔天空. If you insist on charging forward, you end up creating a storm. What’s the point?”
Their family rituals, from regular dinners at home to Chinese New Year celebrations, reinforce these ties. Cheong emphasises the importance of such traditions. “During Chinese New Year, we must be home, practise bai nian (an act of greeting and blessing), and honour our roots. It’s non-negotiable.” These customs are not just about preserving culture, but also about fostering a sense of belonging and continuity.
Her children’s interest in keeping to traditions and being part of regular family trips brings her joy and pride. Our interview took place a week before her son’s Master of Arts graduation in Cambridge, where the Cheong family planned a trip around his graduation. They would also be roaming the vineyards of Bordeaux and indulging in pintxos in San Sebastián before some mother-and-daughter time in Paris to watch the Olympics.
‘Be yourself. Understand your body and style accordingly.’
Dana Cheong on following trends.
Cashmere cropped turtleneck and silk satin skirt, both from Ralph Lauren colleciton.
Style Savant
A jewel with many facets, Cheong is renowned for her distinctive style, but she gracefully sidesteps the label of fashion icon. Her sartorial approach is grounded in authenticity and comfort. She advises, “Be yourself. Understand your body and style accordingly.” Adapting trends to fit one’s lifestyle and physique is what she believes fashion is all about, not slavishly or blindly following trends.
Cheong’s devotion to fitness, particularly through the Gyrotonic and Gyrokinesis Methods, has resulted in a physique that defies her years. It offers a flawless canvas for her wardrobe choices, which are deeply rooted in her love for quality and craftsmanship.
She loves Missoni’s masterful use of colour and design. Even though she prefers a more conservative palette, its vibrant yet sophisticated pieces delight her. Louis Vuitton, Chanel, and Dior also feature prominently in her wardrobe.
In Cheong’s ensembles, accessories, particularly hats, play a crucial role. Since discovering Maison Michel, she has seamlessly integrated its hats and headpieces into both day and evening looks. “These days, without headgear, even at night, my outfit feels incomplete,” she confesses.
Her discerning eye extends to her jewellery choices, where design and craftsmanship eclipse material value. “I love nature-inspired designs that look lifelike,” she says, highlighting her fondness for floral and animal motifs.
One piece that caught her eye was a Tiffany & Co. Bird on a Rock, discovered at the Tiffany Wonder exhibition in Tokyo earlier this year. With its iconic bird, inspired by a yellow cockatoo, perched on a lapis lazuli rock, the brooch was one of the first few Bird on the Rock creations by the legendary Jean Schlumberger. Although she’s seen numerous iterations of this signature creation, this one was different. “Finally, the bird sang to me!” She also loves his fish clips and continues her search for one featuring fish swimming in opposite directions.
Cheong approaches high jewellery from a strategic as well as sentimental perspective. “I’m at that stage where I’m curating sets or acquiring pieces that complement my existing collection. I hope to pass them on to my children, and eventually, my grandchildren,” she explains. Each piece must resonate with her personally. “Why would I wear something that doesn’t speak to me? Even though value is important, I won’t purchase jewellery solely for its investment potential,” she says.
As the evening shadows lengthen and our interview draws to a close, I casually ask what her pet peeves are. She has none. “Live and let live. I don’t let things get to me.” Cheong’s story is one of grace and resilience. She weaves her passions into a life of impact, reminding me that real influence comes from remaining true to one’s values and engaging meaningfully with others.
Photography Joel Low
Styling and Art Direction Chia Wei Choong
Hair Sean Ang, using Goldwell
Makeup Keith Bryant Lee, using Guerlain
Photography Assistant Eddie Teo
Styling Assistant Julia Mae Wong
