HiteJinro Partners with Ministry of Oceans and Fisheries to Cultivate Clean Sea... Korea's First Pilot Project

Ministry of Oceans and Fisheries Public-Private Partnership Project 'Badagakkuigi' Participation, Joint Implementation of Korea's First Pilot Project for Companion Beaches
CEO Kim In-gyu Participates in Promotional Video as Corporate Representative and Strengthens Various Public Service Advertisements and Beach Cleanup Activities

[Asia Economy Reporter Lee Seon-ae] Clean lager Terra and pure Chamisul are helping to make the Jeju Sea a pristine marine area.

HiteJinro announced on the 20th that it will participate in the coastal management cleanup project "Baradaggu-gi" implemented by the Ministry of Oceans and Fisheries and jointly carry out the pilot project, the first of its kind in Korea.

This project is a public-private cooperation initiative designed to solve marine litter problems through voluntary corporate participation. As part of the Baradaggu-gi project, HiteJinro will jointly conduct the "Companion Beach Project," the first of its kind in Korea, and engage in cleanup activities at Pyoseon Beach in Jeju Island. The "Companion Beach" project allows companies and individuals interested in marine environmental protection to select and manage a beach. Jeju Island was selected as the first pilot site this year. The term "Companion Beach" was chosen through the Ministry of Oceans and Fisheries' "Beach Adoption Contest" to promote beach adoption projects, symbolizing the idea of treating the beach like a companion living being.

Starting with cleanup activities at Pyoseon Beach in Jeju this year, HiteJinro plans to expand the Baradaggu-gi project next year by adding more companion beaches. To maintain Pyoseon Beach, trash bins will be installed along the shore, and employees, their families, and university student supporters will participate in beach cleanup activities. Additionally, public service advertisements with slogans such as "Thank you, Sea" and "I love you, Sea" will be displayed on the company’s product supplementary labels and commercial vehicles operating in Jeju. Public service ads will also be placed on Jeju regional post office logistics trucks and rental cars, with all advertising costs fully sponsored by HiteJinro.

Simultaneously, the "Jeju Pledge Campaign" will be conducted, encouraging visitors arriving in Jeju to participate in pledges to protect the marine environment. Kim In-kyu, CEO of HiteJinro, filmed a relay campaign video representing private companies for the Jeju pledge. The video will be showcased at Jeju Airport arrivals and on the Ministry of Oceans and Fisheries’ social network services (SNS).

CEO Kim said, "I am pleased to participate in the Baradaggu-gi project to pass on a clean environment to future generations," adding, "HiteJinro is actively participating as a company preparing for the next 100 years through environmental efforts and fulfilling its social responsibilities."

Meanwhile, since 2016, HiteJinro has launched the "Environmental Guardians Volunteer Corps," involving all employees, and has carried out 29,300 hours of volunteer work over the past five years. In line with the Ministry of Environment’s "Low Carbon Circular Economy Realization" policy, the company has reduced approximately 1,700 tons of carbon annually since obtaining low-carbon product certification in 2013. It has also expanded eco-friendly management by being the only company in the liquor industry to receive environmental product declarations.