LG HelloVision's '2022 New Rice Miso Exhibition' Supporting Domestic Rice Consumption

Sales of Four Types of 2022 Rice Varieties Until the 20th

LG HelloVision local channel commerce announced on the 13th that it will hold the seasonal market event "2022 New Rice Smile Exhibition," which combines rice consumption and donation. Photo by LG HelloVision

[Asia Economy Reporter Cha Min-young] The cable TV industry has rolled up its sleeves to support rice farmers.

LG HelloVision Regional Channel Commerce announced on the 13th that it will hold the seasonal market event "2022 New Rice Miso Exhibition," which combines rice consumption and donation. The purpose is to simultaneously help farmers struggling with the recent rice price collapse issue and vulnerable groups in the region.

This event, under the slogan "Rice farmers smile, and our neighbors smile with 米 (Mi)so," will run until the 20th. When customers purchase rice through LG HelloVision Regional Channel Commerce's "Seasonal Market," LG HelloVision will buy an equivalent amount of rice based on customer purchases and donate it to vulnerable groups in the region.

The event features four types of rice sold at the Seasonal Market: ▲Cheongwon Saengmyeong Nonghyup 2022 Sejong Daewang Rice White Rice (Top Grade) 20kg (45,900 KRW) ▲Cheongwon Saengmyeong Nonghyup 2022 New Rice Sejong Daewang Rice White Rice 10kg (24,000 KRW) ▲Suhyangmi 2022 New Rice Golden Queen No.3 10kg (32,900 KRW) ▲Damyang 2022 Daesup Malgeun Unsu Daetong Rice (Sindongjin) 10kg (26,900 KRW). All products come with free shipping.

The rice prepared through one-to-one matching will be donated to vulnerable groups in the region. It will be delivered to the elderly living alone, disabled people, and multicultural families through welfare centers in Seoul, Gyeonggi, Jeolla, and other regions. To promote rice consumption, the event also supports rice cake sharing events held by welfare centers. The same internal campaign is being conducted for employees.

Yoon Yong, Executive Director (CRO) of LG HelloVision, said, "We prepared this event hoping to support local farmers who are struggling due to rice prices plummeting to an all-time low. Since purchasing rice automatically participates in social contribution activities supporting local farmers and vulnerable groups, we ask for your great interest."

Meanwhile, LG HelloVision is leading efforts to promote rice consumption among local farmers. Last September, it operated the "Paldo Rice Festival" event, selling representative rice from each region through regional channel commerce broadcasts and the "Seasonal Market."