The main concept revolves around the elements of ‘Joy’, which symbolize the happiest Chinese New Year festival of the year. The USM 10th Anniversary Chinese New Year Charity Gala Celebration is to promote and encourage everyone to care more about the senior citizens. This awareness drive will focus on elderly who are not under the care of his/her family, including old people in nursing homes. The team would like to call for a change in social attitudes towards the old and urge younger people to change the way they treat their parents and grandparents, accompany them, care for them and together celebrate this festive season. 

USM 10th Anniversary Chinese New Year Charity Gala Celebration aim to promote "Cultural Inheritance" and "Awareness of Family Love". the team hopes that through the activities, they can convey the Chinese tradition and culture to others, understand the importance of each other's cultures to maintain peace and uniqueness in Malaysia. The team also hope that they can bring social awareness to everyone that do not forget to care for the weak while celebrating the festive season. The target group is the old folks who have been isolated or neglected by their families and also the society. According to Chinese tradition, filial piety is one of the most important virtues to be cherished by the society. Hence, we intend to bring out the awareness of family love and encourage the society to show the love, compassion and support towards this group of people.