Kim Byung-jun Sets 449.7 Billion Won Fundraising Goal for Love's Fruit Campaign

On November 25, Kim Byung-jun, the chairman of the Love's Fruit (사랑의열매) Social Welfare Community Chest, announced that the 'Hope 2025 Sharing Campaign' will take place from December 1 to January 31, spanning 62 days.

During a press conference, Kim emphasized the importance of not only raising funds immediately but also promoting a culture of giving and sharing. To engage the younger generation, the fundraising organization plans to expand kiosk donations and host a sharing video contest. Additionally, a pop-up store is set to open next month in Yeonnam-dong, Mapo-gu, Seoul, featuring a photo booth for donation verification. Kim stated, "We aim to create an image where 'donating itself is cool,' tailored to the sensibilities of young people."

This year's campaign, themed 'Making Myself Valuable Through Donation, Making the World Valuable Through Donation,' has a fundraising target of 449.7 billion won, which is a 3.4% increase from last year's goal of 434.9 billion won. Of the total amount raised this year, 14.4 billion won will be allocated to address new social issues such as youth drug and online gambling addiction, digital sexual crimes, and support for energy-poor households. Furthermore, 299 billion won will be directed towards ensuring the safety of vulnerable groups and those in welfare blind spots, while 68.3 billion won will support community care for children with borderline intelligence and developmental delays, as well as young caregivers.

Throughout the campaign, 'Love's Temperature Tower' installations will be set up in 17 locations nationwide, including Gwanghwamun Square in Jongno-gu, Seoul. The tower will rise by one degree for every 1% of the fundraising goal achieved, reaching a maximum of 100 degrees when the target is met.