The Ciliwung River stretches from the upstream of the Ciliwung located in the Puncak Bogor area which includes the Gunung Gede, Gunung Pangrango and Cisarua areas to the downstream area on the north coast of Jakarta, the Ciliwung River has a length of 120 Km with a watershed area of 387 Km2.

The Ciliwung River plays an important role for millions of people from Bogor Regency, Bogor City, Depok City, to Jakarta City and empties into Jakarta Bay, for the utilization of clean water sources originating from the Ciliwung upstream area. The upstream area of Ciliwung is one of the important areas, because it includes a conservation area to preserve the habitat of the Javan leopard (Panthera pardus melas) which is one of the 21 priority wildlife species. To ensure the availability of clean water and biodiversity, trees are the most important ecosystem constituent in the Upper Ciliwung Area.

NEWtrees is one of the WWF Indonesia Foundation's (WWF-Indonesia) programs for tree planting (reforestation) in critical and degraded land areas in Indonesia. NEWtrees is an innovative way for organizations to help reforest protected/conservation areas. Under the NEWtrees scheme, the plants will be monitored for growth and cared for during the crucial period of the first 2 years. After 2 years, it is assumed that the plants are strong enough. If within the 2-year period any plant dies, the dead plant will be replaced with another plant (embroidered).

As part of its environmental responsibility, PT Samsonite Indonesia supports the NEWtrees program by planting 2,000 trees. This program was also made possible with the support of the Bogor Forest Management Unit of Perum Perhutani Unit III of West Java and Banten. In running the NEWtrees Program, WWF-Indonesia also collaborates with the surrounding community, where tree planting is carried out by the community itself. In the long run, the planted trees are expected to contribute to improving the economy of the surrounding community and also to improve the quality of air, as well as water in the Ciliwung River that is suitable for consumption by the surrounding community to the people in the city of Jakarta, in addition to the tree planting program can increase water catchment in the upstream area of Ciliwung and reduce the risk of disasters.