Lotte's "Heart Temperature 37 Degrees" Fundraising Campaign Until Next Month

Online and Offline Operation... Promoting Donation Participation
Character 'Beni' Collaboration with Illustrator Guseon Jeon

Lotte announced on the 7th that it will carry out the "Mind Temperature 37 Degrees Campaign" online and offline until January next year in collaboration with the Korea Salvation Army.

The Ma-eum Ondo 37 Degrees campaign is being held at the Lotte Department Store Main Branch.
[Photo by Lotte Holdings].

Until January next year, Lotte will operate the "Mind Temperature 37 Degrees Campaign" online and offline to support heating costs for underprivileged children’s families. The "Mind Temperature 37 Degrees Campaign" is a year-end social contribution program conducted by Lotte and the Korea Salvation Army since 2016, symbolizing the warmth shared between donors and beneficiaries by adding 0.5 degrees to the body temperature of 36.5 degrees.

This campaign is conducted both offline and online to increase participation. Offline, fundraising booths are set up at five locations in Seoul and Gyeonggi, including the main branch of Lotte Department Store and Lotte World Mall, until the 31st of this month to encourage customers visiting the stores to participate. At the Seoul Sky observatory in Lotte World Tower and Lotte Department Store Jamsil branch, photo zones where visitors can take pictures with Benny are prepared to commemorate the moment of donation participation in a special way. Online fundraising will operate until next month and can be accessed through the Salvation Army website and Naver Happy Bean.

This year, interest in donations was increased through collaboration with illustrator Kyungseon Koo, known for the big-eared rabbit character "Benny." Benny is a character created by Koo, who has hearing and visual impairments, reflecting her own image. Through Benny, Koo conveys messages of dreams and hope to children. When participating in donations, special Benny souvenirs made for the campaign, such as acrylic keyrings, thermochromic photo cards that change color with body temperature, and stickers, are provided.

This year's Mind Temperature 37 Degrees Campaign plans to expand the number of beneficiaries compared to previous years, supporting a total of about 600 families nationwide. Lotte plans to help improve heating facilities such as boiler and water heater replacements and heater installations, and provide heating support funds to help underprivileged children have a warm winter.

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