In March 2025, Proya Foundation launched the "Love for Moms - New Mom Mental Health Public Welfare Initiative", focusing on the psychological well-being of women during pregnancy and the first postpartum year, aiming to establish a social support network.

On April 24, the foundation team visited Jingning County in Zhejiang Province, engaging in in-depth discussions with local maternal and child health centers, women's federations, and other institutions regarding project implementation. The initiative plans to conduct online and offline salons, training camps, and courses for new fathers in hospitals and communities, while also establishing a research fund to support systematic development.

During the meeting, Peng Dewei, Deputy Director of Jingning Health Bureau, emphasized tailoring the project to local conditions, addressing group needs while assisting disadvantaged families. Wang Peiying, head of the Maternal and Child Health Center, suggested integrating existing resources to strengthen psychological referral pathways and professional training. An Alibaba representative stationed in Jingning proposed appointing Wang Peiying as the project liaison to ensure sustainability. Yu Xiaoyan, project expert advisor from Zhejiang University Women's Hospital, noted the project's strong policy alignment but highlighted challenges such as insufficient professionals and service standardization. Fang Qinwei, Secretary-General of Proya Foundation, stated plans to form a provincial expert team and tailor activity sites to Jingning's local context, while continuing to refine the program.

The foundation team also visited Jingning Chengbei Middle School and Shawan Town Primary School to review ongoing educational aid projects. Moving forward, Proya Cosmetics will continue working with partners across sectors to protect the mental health of new mothers and advance educational development.