A Bond Forged Through "Yeongyang" Returns as 100,000 Acts of Warmth

Lotte Chilsung Beverage Donates "Oatmond" to Yeongyang County
Expands Brand Campaign into Social Contribution Initiative

Lotte Chilsung Beverage has brought warmth to the local community by expanding a brand campaign inspired by the name of Yeongyang County in North Gyeongsang Province into a social contribution initiative.

Yeongyang County in North Gyeongsang Province said on October 19 that Lotte Chilsung Beverage donated 100,000 units of its plant-based drink Oatmond to support vulnerable residents and social welfare facilities in the area, and held a handover ceremony.

Oh Do-chang, governor of Yeongyang County (third from right), poses for a commemorative photo after Lotte Chilsung Beverage donated 100,000 units of Oatmond to the county, turning a connection through the brand into an act of giving. [Photo by Yeongyang County]

The donation was organized as part of Lotte Chilsung Beverage's brand campaign, "Yeongyang Is Here."

The campaign combined the county's name with the brand message, "Oatmond when you need nutrition," and drew attention through content created in collaboration with popular YouTuber Kim Seontae.

The campaign is particularly meaningful because brand promotion that used the county's name led to a donation for local residents. The 100,000 units of Oatmond will be delivered through the Community Chest of Korea in North Gyeongsang Province to social welfare facilities in Yeongyang County and low-income residents in need.

A Lotte Chilsung Beverage official said, "It is meaningful that a brand campaign launched around the keyword 'Yeongyang' has led to a donation that shares warmth with the local community. We will continue striving to be a company that grows together with local communities."

Yeongyang County Governor Oh Dochang said, "I thank Lotte Chilsung Beverage for bringing both joy and warm acts of sharing to county residents through a creative campaign that used Yeongyang County's name. We will ensure the donated goods reach neighbors in need."

This donation is an example of a corporate brand campaign going beyond one-off promotion to become a social contribution initiative that provides tangible help to the local community. It is drawing attention in particular for showing new possibilities for cooperation between a company and a local government, with the region's distinctive name serving as a bridge.

When corporate marketing engages with local communities, its value goes beyond promotional impact. Lotte Chilsung Beverage's donation is meaningful because it connected a brand campaign using the county's name with support for vulnerable residents.

The challenge ahead is to ensure that corporate social contributions provide tangible help in local residents' lives and lead to ongoing cooperation, rather than remaining one-off events.

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