Touch ‘n Go and WWF-Malaysia Unite to Launch ‘Charms for Change’
Raising Awareness to Protect Malaysia’s Endangered Wildlife


© WWF-Malaysia
 

Kuala Lumpur, 24 March 2025 – Touch ‘n Go, in collaboration with WWF-Malaysia, has introduced ‘Charms for Change’ – the Touch ‘n Go Charm Wildlife Edition 2025, a limited-edition, NFC-enabled charm collection that transforms everyday cashless transactions into a meaningful contribution to wildlife conservation.

Touch ‘n Go, with over 35 million active cards in circulation and nearly 4 million RFID users, is leveraging its platform to raise awareness for wildlife protection—showcasing how technology and conservation can work hand in hand for a meaningful cause. These exclusive Touch ‘n Go Charm Wildlife Edition 2025 are more than just payment accessories—they are a symbol of awareness and action for Malaysia’s endangered wildlife species. Each charm comes with a specially designed bookmark featuring key facts about the endangered species it represents, helping to raise awareness and educate Malaysians on the importance of conservation. 

Each uniquely designed charm represents species on the brink of extinction—the Bornean orangutan, Malayan tiger, Bornean elephant, and marine turtles — icons of our nation’s rich biodiversity. A portion of the proceeds from every charm sold will go directly to WWF-Malaysia’s conservation efforts, supporting vital initiatives to protect these species and their habitats. By integrating wildlife conservation into an everyday essential like cashless payments, Touch ‘n Go is creating a new avenue for Malaysians to engage with and support conservation efforts in a way that is simple, accessible, and impactful.

The launch of the Touch ‘n Go Charm Wildlife Edition 2025 during Ramadhan adds a deeper layer of meaning to this initiative. As a month dedicated to reflection, generosity, and giving, Ramadhan brings Malaysians together in support of meaningful causes. This collaboration extends that spirit beyond communities, offering an opportunity to give back to the environment and the wildlife that depends on it.

Tan Sri Mohd Nasir Ahmad, Chairman of Touch ‘n Go, expressed how this initiative redefines the relationship between financial technology and conservation. "At Touch ‘n Go, we believe innovation should go beyond convenience—it should drive meaningful change. The Touch ‘n Go Charm Wildlife Edition 2025 reflects that vision, making it effortless for Malaysians to support wildlife conservation in their daily lives. These charms aren’t just a way to pay; they’re a reminder of our shared responsibility to protect Malaysia’s endangered wildlife species. Launching this initiative during Ramadhan makes it even more meaningful, as it embodies the values of compassion and generosity—not just towards each other, but towards the world we live in. By owning one, Malaysians can take a stand in preserving the wildlife that makes our country truly special. Small actions, when multiplied, can create a lasting impact."

The wildlife featured in the Touch ‘n Go Charm Wildlife Edition 2025 plays an essential role in maintaining Malaysia’s natural ecosystems. The Bornean orangutan, known as the "gardener of the forest," aids in seed dispersal, ensuring rainforests continue to thrive. The Malayan tiger, as an apex predator, keeps the ecosystem balanced by regulating prey populations. The Bornean elephant, often called an “ecosystem engineer,” creates pathways in dense forests, benefiting other species. Marine turtles help maintain healthy seagrass beds and coral reefs, supporting marine biodiversity.

Highlighting the urgency of conservation efforts, Tan Sri Abdul Wahid Omar, Chairman of WWF-Malaysia, stated, "Malaysia’s wildlife is facing increasing threats from habitat loss, deforestation, and poaching. If we don’t act now, future generations may only know these animals through pictures. ‘Charms for Change’ is a great example of how businesses and conservation organisations can work together to create real impact. By choosing these charms, Malaysians are sending a clear message—that they care about protecting our biodiversity and are willing to take small but meaningful steps to ensure these species continue to exist in the wild. Every contribution, no matter how small, helps secure a future where nature and people thrive together."

The Touch ‘n Go Charm Wildlife Edition 2025 are more than just a statement piece—they are fully functional Touch ‘n Go payment accessories. Designed for ease of use, they can be clipped onto bags, keychains, or wallets, keeping them accessible for tolls, public transport and parking.  

Reloading has never been easier—Malaysians can now top up seamlessly using the Touch ‘n Go eWallet’s NFC function, enabling instant reloads with just a tap. With these charms, everyday transactions become an effortless way to support conservation efforts while embracing digital convenience.

Through this initiative, Touch ‘n Go and WWF-Malaysia aim to spark greater awareness and action in protecting Malaysia’s endangered wildlife. Every purchase holds a purpose—turning a simple charm into a lasting promise for Malaysia’s wildlife.

The Touch ‘n Go Charm Wildlife Edition 2025 is available for purchase at RM35 each from 20 March 2025. Malaysians can get their hands on these exclusive charms at Pandashop.

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About WWF-Malaysia 

World Wide Fund for Nature Malaysia (WWF-Malaysia) was established in 1972 and is part of World Wide Fund for Nature (WWF), the international conservation organisation. Working to sustain the natural world for the benefit of people and nature, WWF-Malaysia’s efforts to conserve nature focus on six major themes: forests, oceans, wildlife, food, climate and energy, as well as freshwater. WWF’s mission is to stop the degradation of the earth’s natural environment and to build a future in which humans live in harmony with nature.

Find our latest news here:  
https://www.wwf.org.my/media_and_information/media_centre_and_updates/

About Touch ‘n Go Sdn Bhd

Touch ‘n Go Sdn Bhd is Malaysia’s leading cashless payment solutions provider, transforming the way millions move, pay, and connect. As the pioneer of electronic toll collection, Touch ‘n Go has expanded its ecosystem to include seamless payments for transit, parking, and retail, as well as RFID technology for a faster, touchless fuelling and tolling experience. The company’s Touch ‘n Go Charms further integrate cashless convenience into everyday life, offering a stylish and practical alternative for digital payments.

A wholly owned subsidiary of CIMB Group, Touch ‘n Go has been widely recognised for its innovation and industry leadership. In 2023, the company was named Most Preferred Graduate Employer in Fintech at the Graduates’ Choice Awards and won the Malaysia Technology Excellence Award for its advancements in RFID fuelling and NFC reload capabilities. In 2024, it received the Platinum Award for Top Employer by Sector (Technology) at the SEEK People & Purpose Awards, reinforcing its position as a top employer in the industry. Touch ‘n Go was also honoured at the CSR Malaysia Awards 2023 for its commitment to neuro-inclusivity in the workplace and recognised by Yinson GreenTech for its contributions to sustainable and green initiatives.

For more information, please visit Touch ‘n Go’s at www.touchngo.com.my