Kyowon Group Launches First Integrated Campaign Since Establishment to Celebrate 100th Children's Day Anniversary

[Asia Economy Reporter Donghyun Choi] Kyowon Group announced on the 21st that it will launch an integrated campaign for about a month from the 25th until the end of May to bring happiness filled with laughter to children in celebration of the 100th anniversary of Children's Day.

Kyowon Group has been conducting various social contribution activities targeting children for the past 37 years. It has played a guiding role not only in imparting knowledge to children but also in helping them grow into socially responsible members with good character, actively participating in solving social issues such as closing the education gap, improving learning environments, and supporting youth.

The slogan of this 100th anniversary Children's Day campaign is "We Make Children Smile," designed to share with customers the essential core value of Kyowon Group, which is to bring smiles to children.

For this campaign, eight brands including education, home appliances, and hotels will join forces. As the first integrated campaign since its founding, Kyowon's representative brands will gather in one place to carry out activities on a company-wide level. Various customer events such as customer participation social contribution activities, experiential events, discount benefits, and prize giveaways are planned.

First, Kyowon Group will conduct the "Children's Plogging Challenge" so that children can practice environmental protection with their families and smile happily. Any child who wants to participate in the plogging challenge can join. It does not matter where, as long as it is a place where trash can be picked up, such as the park or playground in front of their house. Participants voluntarily practice plogging and upload certification photos on social networking services (SNS) such as Instagram. During the campaign period, the first 1,000 applicants for the challenge will receive a plogging kit for free, and among those who complete the challenge certification, 156 people will be selected by lottery to receive generous prizes including an iPad Mini. Kyowon Group will operate a "Classroom Forest Creation" program reflecting the hearts of customers who achieved the plogging challenge. In May, three elementary schools will be selected to provide flowerpots to reduce fine dust and implement environmental education programs together.

Representative brands such as Kumon and Red Pen will also carry out various customer promotions reflecting their unique identities. Red Pen will run a "Mini Reading Marathon" campaign. The reading marathon is a campaign that Red Pen has been conducting since 2019 to help children develop reading habits. The cumulative number of participants has reached about 55,000. To allow more children to enjoy reading time and form habits, a mini version lasting two weeks will be held. The existing reading marathon involved reading more than 150 books over 15 weeks while completing missions. Children aged 3 to 4th grade in elementary school can participate, and the first 5,000 participants will receive two volumes of Kyowon Best Collections.

Along with this, a joint promotion with Lotte Food's Pasteur Milk Bar will be held. All children customers who purchase Pasteur Milk Bar soft ice cream will receive a "Pasteur X Red Pen I Can Do Coloring Book." The coloring book can be obtained at Pasteur Milk Bar stores nationwide until Children's Day. An Americano coupon giveaway event for parent customers is also prepared.

Kumon, a leading learning materials brand, collaborated with Crown Confectionery's Choco Heim to produce a collaborative product. With the message "Kumon Time with Choco Heim," meaning to spend study time sweetly with Kumon learning materials, "Kumon Heim" was created. During the campaign period, among customers who complete a free trial of Smart Kumon or Infant Kumon, 100 people will be selected by lottery to receive one box of "Kumon Heim."

Wells will provide the vegetable guidebook "Smiling My Friend Wells Farm" free of charge to 100 Wells Farm customers to help eliminate children's aversion to vegetables and promote healthy eating habits. "Smiling My Friend Wells Farm" delivers the characteristics and nutrients of each vegetable using quizzes and games to make it more familiar. It also includes an observation journal to record and observe the growth process of vegetables.

Travel and hotel brands will offer benefits to customers preparing family trips for Children's Day. Kyowon Tour will provide a discount coupon worth 55,000 KRW to customers who book travel products accompanied by their children, and the hotel chain Suite Hotel will run a "Children's Breakfast for 100 KRW Promotion." This will be held at all Suite Hotel chains including Gyeongju, Namwon, and Jeju, and the breakfast fees will be fully donated to World Vision later.

For parents considering Children's Day gifts, a "Curiosity-Filled Gift Exhibition" has also been prepared. At the K-Members online mall, over 1,000 products including Wiz Island premium educational toys that help enhance children's creativity, toys, books, and infant and child products suitable for gifts will be sold at up to 35% discount.

A Kyowon Group official said, "As a company that has grown together with children, we prepared the campaign with the representative brands of Kyowon Group to deliver happy smiles to children," adding, "Through this campaign, we will share meaning with customers and enjoy practicing valuable experiences, and we will strive to become a representative cultural festival for Children's Day in the future."

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