The Trend is 'Jupgging': SKT V-Coloring Jupgging Campaign

[Asia Economy Reporter Joeslgina] SK Telecom will conduct an ESG (Environmental, Social, and Governance) campaign encouraging 'jupging' through its subscription service V Coloring from the 12th to May 11th.

According to SK Telecom on the 11th, jupging is a combination of 'jupda' (to pick up) and jogging, meaning jogging while picking up trash. It started mainly in Sweden as a social challenge that promotes both health and the environment. In Europe, it is also called 'plogging,' a compound of the Swedish word 'plocka up' (to pick up) and the English word 'jogging.'

SK Telecom plans to provide a jupging kit consisting of eco-friendly cross bags, hand sanitizers, eco-friendly masks, trash bags, and tongs to 500 customers who download jupging-related videos from the V Coloring application through a lottery. Additionally, 10 customers who set the downloaded video as their V Coloring will be given sports brand gift certificates through a lottery.

V Coloring is a 'video coloring' service where the caller can watch content set by the receiver (subscriber) during the call waiting time. The service started in September 2020 for SK Telecom customers and has been available to KT customers since January 2021. Currently, there are about 940,000 SK Telecom subscribers, and V Coloring service will soon be provided by LG Uplus as well.

Choi Sojeong, head of SK Telecom's subscription media division, said, "The younger generation, represented by the MZ generation, is interested not only in their health but also in social issues such as environmental protection, which led us to plan this campaign," and added, "We will continue to introduce various ESG contents through V Coloring that can generate buzz."