HiteJinro Practices Sharing with Local Communities Ahead of Becoming a 100-Year Company

In front of Dukkeop Bakery Changwon Branch, the first store of HiteJinro's youth independence support project that opened last July, store staff are posing./Photo by HiteJinro

[Asia Economy Reporter Song Seung-yoon] Hite Jinro, as a leading company in the alcoholic beverage industry, is taking the lead in social responsibility by continuing support activities for young people in need and marginalized neighbors in local communities.

Hite Jinro plans to continue its social contribution activities focusing on major social contribution projects such as the youth self-reliance support project ‘Dukkeop Bakery’ and sponsorship activities for social welfare institutions and jjokbangchon (small room villages) in local communities.

In June, Hite Jinro changed the name of the bakery cafe ‘Bbanggre,’ which it sponsors to support youth self-reliance, to Dukkeop Bakery. By providing the company’s well-known brand name, it plans to actively support the bakery cafe’s promotional marketing and further activate youth self-reliance support. With Hite Jinro’s sponsorship, bakery cafes operated at local self-support centers in Changwon-si, Gyeongnam, and Dong-gu, Gwangju Metropolitan City, respectively, have newly started as Dukkeop Bakery.

For 11 years, it has also been conducting neighborly love sharing activities for holidays. This Chuseok holiday, Hite Jinro sponsored heartfelt Chuseok food for neighbors in the local community who could not spend the holiday with their families. It provided 20,000 servings of Chuseok food, including 4,000 kg of songpyeon and 90,000 yugwa, to 65 social welfare institutions nationwide. Last month, to mark Malbok, it supported 3,000 servings of samgyetang to help residents of jjokbangchon have a healthy summer.

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