HiteJinro Revamps Youth Independence Support with 'Dukkeop Bakery'

Dukkeop Bakery Changwon Branch

[Asia Economy Reporter Eunmo Koo] Hite Jinro announced on the 30th that it will revamp its youth self-reliance support project brand and change the bakery cafe name ‘Bbanggre’ that it sponsors for self-reliance to ‘Dukkeop Bakery.’ The bakery cafes currently operated at the regional self-sufficiency centers in Changwon City, Gyeongnam, and Dong-gu, Gwangju Metropolitan City, under Hite Jinro’s sponsorship, will newly start as Dukkeop Bakery.

Hite Jinro plans to further activate youth self-reliance support by actively promoting and marketing the bakery cafes through providing its ‘Dukkeop’ brand. After the store name change, Dukkeop Bakery will utilize the toad character brand throughout overall store operations, including developing signature products featuring the toad character, changing interior design, and packaging materials.

Next month, Hite Jinro’s youth self-reliance support project’s first branch, ‘Changwon Branch,’ will transition to a self-sufficiency enterprise after about two years. Hite Jinro has been promoting the brand revamp to encourage youth and add meaning to its support by providing the toad character in line with youth self-reliance.

The youth self-reliance support project is a social contribution initiative that Hite Jinro has been carrying out with local governments to help low-income youth establish a foundation for independence. Self-sufficiency enterprises are operated by youth who have learned store management and skills as part of the self-sufficiency labor business group, establishing cooperative-type corporations and becoming store operators as cooperative heads and members. Considering the skill level of youth, the Gwangju branch plans to transition to a self-sufficiency enterprise after next year.

Kim In-kyu, CEO of Hite Jinro, said, “We support marketing activities using the toad character, one of our major assets, to help youth stand proudly as members of our society,” adding, “Through youth self-reliance support projects like Dukkeop Bakery, we will continue to provide active and diverse support without hesitation.”