"Breathing New Life into Local Markets" KT Sells Love and Filial Piety (Hyo) Boxes

KT to Sell 2,000 'Love's Hyo Boxes' to Employees by 7th for Family Month

[Asia Economy Reporter Eunmo Koo] KT announced on the 6th that it will launch the ‘Love’s Filial Piety Box’ campaign to revitalize local small businesses whose sales have declined due to COVID-19, in celebration of Family Month. The Love’s Filial Piety Box is the seventh project in KT’s Love series.

The Love’s Filial Piety Box is a package product made with a flower shop in Jongno-gu, Seoul, and traditional items from Insadong. In celebration of Family Month, it consists of four items worth about 20,000 KRW that can be gifted to family members: a carnation flowerpot, a traditional embroidered mask, a traditional embroidered money pouch, and a fine dust filter. The company and employees each bear 10,000 KRW of the purchase cost.

KT will sell 2,000 Love’s Filial Piety Boxes to its employees over two days starting today through the Nanwoojung (Nanuwoojung) app. In addition, in cooperation with the Korea Central Volunteer Center, 200 filial piety boxes will be donated to nearby elderly living alone. The Nanwoojung app is KT’s ethical consumption platform created last March to overcome crises together with neighbors in need, where users can purchase simple meal kits called ‘Love’s Meal Kits.’

Lee Hyun-ja, owner of a traditional goods store in Insadong, said, “Due to COVID-19, tourist visits have completely stopped, and many shops in Insadong are closing one after another. Thanks to KT’s ‘Love’s Filial Piety Box,’ we have been able to ease our sales concerns this month.”

Lee Seon-joo, Head of KT ESG Management Promotion Office, said, “We hope the Love’s Filial Piety Box will be a time to share love and warmth during Family Month,” and added, “KT will continue differentiated ESG activities unique to KT along with practicing sharing through the ‘Love series’ involving the company and its employees.”