"Using NFTs to Promote the Value of Life Respect" Galleria Launches Campaign

'Right! Life' Campaign Conveying 'The Preciousness of the One and Only Life to Everyone'
Development of 5 NFTs with Life Respect Messages, On Sale on Upbit from the 2nd of Next Month
All Proceeds Donated... Offline Exhibitions at Suwon Gwanggyo and Daejeon Timeworld

Galleria, 'Right! LIFE' Campaign.

[Asia Economy Reporter Yuri Kim] Galleria Department Store announced on the 25th that it will launch the life respect campaign 'Right! LIFE' using non-fungible tokens (NFTs) starting from the 2nd of next month.

The department store stated that this campaign was planned to convey the value of respecting life equally for all living beings, including animals, amid growing interest in 'life respect' due to COVID-19, the Ukraine war, and the increase in pet ownership.

The campaign is the fourth project of 'Right! Galleria,' which Galleria has been conducting since 2019 in three major areas: environmental protection, life respect, and safety culture, to promote sustainable consumption culture and proper values. In 2019, they ran the 'Right! Sign' campaign to raise awareness about the dangers of fine dust; in 2020, the 'Right! Ocean' campaign to alert people to marine pollution; and in 2021, the 'Right! Earth' campaign proposing ways to cherish and love the planet.

For this campaign, five digital art pieces were developed in collaboration with media sharing the philosophy of life respect and celebrities, and a total of 250 NFTs will be issued. The first issuance will include three types over three days from September 2nd, and the second issuance will include two types over three days from the 16th, sold on the Upbit exchange. These NFTs were developed in collaboration with the animal welfare magazine 'OBOY!', actor Kim Hyo-jin, known as an animal rights activist, and illustrator Kim Hye-jung, who creates various stories on environment and animal welfare. The digital content was produced by combining actor Kim Hyo-jin’s photo shoot with illustrator Kim Hye-jung’s illustrations, conveying a message about the dignity of life. All proceeds from the NFT sales will be donated to animal welfare activities.

The NFTs can also be experienced offline. Galleria Gwanggyo and Daejeon Timeworld will hold offline exhibitions from September 2nd to 29th. The exhibition space is designed with a botanical garden concept to allow visitors to feel as if they are resting in nature, and in collaboration with Samsung Electronics Display, the artworks can be viewed on Samsung TVs and Samsung The Wall TVs (Gwanggyo). Additionally, at the end of September, an online NFT exhibition will be held in the Second Block metaverse, and special lectures at the cultural center will be conducted, providing various channels for customers to experience the NFT artworks and stories together.

At Daejeon Timeworld, an 'EARTH brand' pop-up will also be held for this campaign. Brands committed to the future of the Earth and animal welfare will participate, introducing and selling various lifestyle products such as tumblers, vegan cosmetics, and vegan daily necessities.

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