Core Values

Our Core Values

Since inception in 1998, we have thrived as an organisation because of our strong principles. Our core values remain our company’s cornerstone, guiding all aspects of how we conduct business around the world.

Fire Power

For ages, fire has been key to our existence. Sometimes simmering, sometimes raging – but always powerful; infusing energy into all those who wish to partake its warmth.

Fire is our source of inspiration, and FIRE POWER is what we wish ourselves to possess – and spread.

Here are our principle values of Fire Power:


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