LG Uplus Launches 'Peul' Sub-Brand Nationwide University Campus Stray Cat Sponsorship Project

[Asia Economy Reporter Eunmo Koo] LG Uplus is joining forces with Generation Z to support “gilnyang-i” (a shortened term for stray cats) on university campuses nationwide.

On the 9th, LG Uplus announced that it will carry out the “Plnyang-i Support Project” together with 13 university stray cat care clubs across the country.

This project is part of the activities of “Pl,” a sub-character created by LG Uplus this year to empathize and communicate with Generation Z. It was planned to raise awareness and support for stray cats, as universities have been conducting remote classes due to COVID-19, making it difficult to care for stray cats on campus.

In May, Pl held a Plnyang-i selection contest on Instagram targeting university students nationwide. Among the stories of stray cats applied from 34 university campuses, over 60,000 people participated in voting, selecting five cats as “Plnyang-i” (Pl + gilnyang-i): “Chisam” from Catholic University, “Gu Haekyung” from Korea University, “Yanggeng” from Dongduk Women’s University, “Uchi” from Seoul Women’s University, and “Fondue” from KAIST.

Pl plans to turn the five final selected Plnyang-i into characters and raise funds by producing and selling merchandise. The merchandise was created in collaboration with rapper Lee Youngji, who is the advertising model for the LG Uplus Pl campaign, illustrator Kim Daye, and Aesung. Notably, Yanggeng from Dongduk Women’s University, whose story was selected as number one, became a hot topic as Lee Youngji directly participated in the character design. The merchandise includes eco bags, grip-toks, and stickers, all customizable with the desired Plnyang-i.

Pl is collecting donations through Wadiz funding until the 26th. As of the 8th, it has achieved over 70% of its 5 million KRW goal in just three days. The collected funds will be fully donated to the 13 university stray cat care clubs, and all processes will be disclosed through Pl’s official YouTube and Instagram channels. Pl plans to consider various projects, including campaigns linked with cat experts, to raise social awareness about stray cats.

Kwon Ahyoung, head of the 1-Person and 2-Person Seg Marketing Team at LG Uplus, said, “Participants shared the stories of stray cats on their SNS, and a community formed among participants, showing a positive response to this project.” She added, “We aim to secure loyal fans by exercising positive influence through social awareness improvement activities together with Generation Z, who actively express their identity through social activities such as animal rights.”

This content was produced with the assistance of AI translation services.