Hyundai Marine & Fire Insurance Launches "Build-Up Parenting Club" as Branded Content

Hyundai Marine & Fire Insurance announced on November 18 that it will introduce its branded content, the "Build-Up Parenting Club," in celebration of its 70th anniversary.

Branded content refers to content produced or curated by a brand to provide customers with entertainment and added value. The concept of Build-Up Parenting was inspired by the "build-up" strategy in soccer. Just as a soccer team works together, passing the ball step by step to progress the game, Build-Up Parenting embodies the philosophy that parenting, too, should involve parents and children exchanging ideas, understanding a variety of possibilities rather than seeking a single correct answer, and practicing a parenting style that is true to themselves.

Hyundai Marine & Fire Insurance employees are communicating with visitors at the 'Build-Up Parenting Club' booth set up at the 'Seoul International Early Childhood Education Expo' held at COEX in Seoul. Hyundai Marine & Fire Insurance

Since June, Hyundai Marine & Fire Insurance has been sharing various parenting stories-including interviews capturing caregivers' concerns and moments of growth, expert columns, and essays-through its official Instagram and blog, receiving much support and empathy from caregivers.

To spread the culture of authentic parenting to more caregivers, the company compiled the most relatable stories from its online content and published its first book, "Such Brilliant Parenting." This essay collection candidly captures moments of anxiety, growth, and realization experienced by parents while raising their children. Seven parents-including announcer and entrepreneur Kim Soyoung, writer Ko Suri, and office worker Hong Yeongil-share their own approaches to parenting. Their confessions, delivering the message that "it's okay to make mistakes," showcase the radiant moments of parents who may not be perfect but are still more than enough.

Last month, Hyundai Marine & Fire Insurance participated in the "Kobe Baby Fair" held at KINTEX in Ilsan, where it shared the philosophy of Build-Up Parenting with visitors. On November 13, at the "Seoul International Early Childhood Education Expo" held at COEX in Seoul, the company received an enthusiastic response by offering a package set that included the "Such Brilliant Parenting" book to visitors who stopped by the Build-Up Parenting Club booth.

The Build-Up Parenting Club will expand into various campaigns following the official publication of "Such Brilliant Parenting" in January next year. Related updates can be found on Hyundai Marine & Fire Insurance's official Instagram and blog.

Meanwhile, in celebration of its 70th anniversary, Hyundai Marine & Fire Insurance is striving to create a better parenting environment as a leading children's insurance provider. Through its 30 billion won "Imaeum" campaign, the company is running the "Imaeum Exploration Team," which solicits innovative proposals for early intervention treatment for children with developmental delays, and the "Imaeum Playground," which collaborates with local communities to create community spaces for caregivers.

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