NH Investment & Securities Opens Digital Platform for 'Investment as Culture' Targeting MZ Generation

Implementation of Online 'Investment Playground', Strengthening Online Branding and Strategies for Acquiring New Customers

[Asia Economy Reporter Lee Seon-ae] NH Investment & Securities announced on the 23rd that it has launched its brand digital platform, ‘Investing as Culture.’ ‘Investing as Culture’ is a digital branding space for NH Investment & Securities designed to provide a new customer experience without time and space constraints amid the spread of non-face-to-face culture. The brand name uses the characters for ‘street’ (街, Tuja-ga) and ‘road’ (路, Munhwa-ro) to symbolize a space, allowing customers to indirectly experience the brand vision through investment.

‘Investing as Culture’ was launched with the concept of an ‘investment playground’ to allow MZ generation customers with no prior investment experience to easily and enjoyably engage with investing. It is structured like a game to let users experience stocks and investment culture as play, reducing psychological resistance to first-time investing and maximizing familiarity.

The platform consists of △Super Stock Market △Solution Center △Game Land △Culture Salon △NH Showroom. In the Super Stock Market, users can shop for domestic and international stocks with a virtual shopping fund of 100 million KRW. The Super Stock Market serves as a simulated investment experience space where MZ generation customers can directly experience brand value. It was also operated in the first half of this year at The Hyundai Seoul, a hot place in Yeouido, receiving positive responses from about 30,000 customers.

At the Solution Center, users can check their investment type and expert advice based on an investment personality MBTI diagnosis, and an untact consultation corner is also available for phone or video consultations. Game Land offers a game where users can raise their investment level through a simple investment aptitude test within ‘Investing as Culture.’ Additionally, various video contents are provided to build a foundation for investment knowledge.

To commemorate the official launch of the brand digital platform, NH Investment & Securities is holding various opening events. Customers who certify stock shopping in the NH Super Stock Market will be entered into a draw to win investment support funds of 1 million KRW and various prizes such as GoPro cameras. Participation is completed by shopping for stocks, capturing the purchase details page, sharing it on Instagram with hashtags, and leaving a review. These events are open to anyone, even those without an NH Investment & Securities account. The participation period is until September 30, and winners will be notified individually by text message on October 15.

In addition to the opening events, ongoing events are also held. As part of the Art Salon event, 100 cushion chairs featuring calligraphy phrases handwritten by calligrapher Lee Jeong-hwa, who appeared on You Quiz, will be given away by lottery. To participate, individuals must share the event content with required hashtags on their personal social media and then apply for the event. This event runs until September 30, with winners announced individually by text message on October 8. In the NH Super Stock Market, customers with high simulated investment returns will receive various prizes such as investment support funds and department store gift certificates.

NH Investment & Securities is expanding its brand vision through ‘Investing as Culture.’ Since unveiling the brand slogan ‘Investment, Becoming Culture’ in 2019, it has been presenting a new brand vision. To this end, it has been attempting unique marketing by combining investment with food culture and arts through seasonal restaurants, wine classes, cultural cafes, and art seminars. ‘Investment, Becoming Culture’ reflects NH Investment & Securities’ brand expansion intention to make investment not just a concept of profit but a culture that enriches life.

Meanwhile, NH Investment & Securities announced that it will continue to hold various ongoing events through ‘Investing as Culture.’ An NH Investment & Securities official said, “In the untact era, we prepared these events to lower the entry barriers to investment for the MZ generation and provide diverse investment experiences to investors.” He added, “Through ‘Investing as Culture,’ we will strengthen relationships with the MZ generation, our future key customer base, and strive to establish it as a gateway that can connect to actual customers later.” He also said, “In line with our slogan ‘Investment, Becoming Culture,’ we will support various activities to make investment a culture that blends into customers’ daily lives.”

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