Yellow Umbrella Launches 'Um!brella Agency' Content to Support Small Business Owners

by Kim Chulhyun

Published 27 Apr.2026 09:42(KST)

Comedian Um Jiyoon and Idol Wonjin Visit Four Businesses for Promotion

The Korea Federation of SMEs announced that it will begin releasing, starting on April 27, the “Um!brella Agency” YouTube content as part of the Yellow Umbrella digital campaign. The campaign aims to support small business owners dreaming of a second challenge and encourage nationwide participation.

This campaign was prepared to provide practical assistance and deliver messages of warm encouragement to small business owners who are facing the crossroads of closure and reopening amid the recent difficult economic environment. “Um!brella Agency” is a nationwide participatory digital campaign, hosted by comedian Um Jiyoon and Wonjin, a member of the idol group CRAVITY, as MCs.

Yellow Umbrella Launches 'Um!brella Agency' Content to Support Small Business Owners

The two MCs visited businesses selected based on stories submitted by families, acquaintances, or the owners themselves, and engaged in various activities such as developing customized promotional strategies for each business and supporting as one-day part-time workers. They also participated in the creation of a “campaign song” that captured the real stories of small business owners and delivered messages of encouragement.

This content, produced as a four-episode series, will be released sequentially through the Yellow Umbrella YouTube channel, starting with “Honggane Yangpyeong Haejangguk,” followed by the fitness shop “James Kill Gym,” the hair transformation shop “Hwaryeohada,” and the flower shop “Geumdang Flower Culture and Arts Institute.”

Yellow Umbrella is a mutual aid program operated by the Korea Federation of SMEs since 2007 to support the livelihood stability and business recovery of small enterprises and small business owners during business closures, old age, or other management crises. As of April, it serves as a representative social safety net for small businesses, with over 1.88 million enrolled members.

Lee Changho, head of the mutual aid business division at the Korea Federation of SMEs, said, “We hope that many small business owners will find the courage to start again through this campaign,” adding, “Yellow Umbrella will continue to make every effort to spread social value in partnership with small business owners.”