Carlsberg Malaysia announced the disbursement of RM 455,000 interest- free study loans to 32 students through its funded Carlsberg Hua Zong Education Fund (CEF), at the presentation ceremony on 7 September at the BookFest Malaysia 2010 at the Kuala Lumpur Convention Centre (KLCC).

Guest of honour, Deputy Finance Minister of Malaysia Datuk Ir. Donald Lim Siang Cai, President of the Federation of Chinese Association Malaysia Tan Sri Pheng Yin Huah and GM of Luen Heng F&B Sdn. Bhd Kenneth Soh officiated the ceremony by releasing a mini hot air balloon symbolizing the RM 500 million revolving fund managed by CEF as interest-free study loans to needy students.

In conjunction with the event, CEF also sponsored book vouchers to visitors of the BookFest and gave out RM 1000 worth of book vouchers to 10 lucky audiences who took part in the quiz held right after the study loan presentation ceremony which received overwhelming response.