Alive Successfully Concludes '2021 Maumchaeum Campaign'... "Conveying the Value of the Heart"

[Jump Performance Team]

Naturalife (CEO Kim Kyung-rak)'s comprehensive vitamin brand Alive announced that it successfully concluded the '2021 Ma-eumchaeum (Heart Filling) Campaign.'

The Ma-eumchaeum Campaign, held annually at the end of the year and marking its 6th edition in 2021, is a campaign that allows people to share feelings that are usually difficult to express. Just as Alive fills the body’s lacking nutrients, this campaign was started with the intention of warmly filling the heart as well. In 2021, about 15,000 people participated, bringing the campaign to a successful close.

Especially last year, due to the large number of participants, two special protagonists were selected, and they were gifted SsangSsang support funds and vitamins along with messages of encouragement.

The first protagonist is an actor from the Jump performance team. Alive’s exclusive model Jo Bo-ah made a surprise visit to the gym where the protagonist mainly practices and delivered SsangSsang energy to the protagonist and colleagues. The applicant is the protagonist’s girlfriend, who sent the story hoping that her boyfriend, who had switched careers to an insurance salesperson due to reduced performances caused by COVID-19, would return to the stage as an actor.

[Saigon Village]

The second touching story’s protagonist is a Vietnamese owner running the Vietnamese pho restaurant ‘Saigon Village.’ Comedian Hae Ji-dae made a surprise visit to the Vietnamese pho restaurant located in Guri Market and delivered SsangSsang energy to the owner. The applicant is the protagonist’s husband, who runs the restaurant together. Despite a two-thirds decrease in customers due to COVID-19, he conveyed sincere feelings for his wife, who is struggling more than anyone else in a strange foreign land, moving everyone present.

An Alive representative said, “We are glad to be able to deliver messages of encouragement through the Ma-eumchaeum Campaign during these difficult times caused by COVID-19,” and added, “Although everyone is going through tough times, we hope Alive can be a presence that brings small joys to everyday life.”

Meanwhile, besides the Ma-eumchaeum Campaign, Alive also conducts the Sancheong Susu Campaign annually as part of its ESG management, showing steady eco-friendly efforts.