National Honam Biological Resources Center Wins Grand Prize for Public Brand Excellence

Success in Spreading Public Value through Metaverse and NFT Utilization

The National Honam Bioscience Resource Center under the Ministry of Environment announced on the 3rd that it received the Grand Prize for Public Institution Tourism Brand at the 2nd Public Brand Awards in 2024.

The 'Public Brand Awards' is a contest hosted by the Korea Public Brand Promotion Agency (KAPB) under the Ministry of Trade, Industry and Energy, selecting public brands that contribute to enhancing public value through various strategies such as campaigns, branding, and communication. This event saw participation from various organizations including central government ministries, local governments, public institutions, and private companies.

Jo Yong-hwan, Director of Management at the National Honam Biological Resources Center, is receiving an award. Photo by National Honam Biological Resources Center

The National Honam Bioscience Resource Center received high praise for conducting an exhibition and experience campaign combining metaverse and offline spaces under the theme of 'Climate Action Practice Together through Resource Circulation,' which enhanced positive awareness of government policies and the institution.

In particular, the Bioscience Resource Center located on Gohado Island in Mokpo, Jeollanam-do, overcame geographical limitations by producing climate change biology NFTs targeting the MZ generation and attracting 420,000 visitors by utilizing metaverse spaces. The strategy of actively using the metaverse as a marketing channel aimed at the digitally friendly generation is considered a key factor behind this award.

Additionally, the content of the National Honam Bioscience Resource Center was selected as a major exhibition at the Korea Government Expo and successfully conducted climate action practice exhibitions nationwide at venues such as BEXCO in Busan, COEX in Seoul, and Suncheonman National Garden, expanding its connection with the public.

This project was carried out with a low budget of less than 2 million KRW, achieving high results through collaboration with the metaverse exhibition council and Dunamu, a blockchain and fintech specialized company, receiving technical support related to the metaverse platform and NFT minting.

Jo Yonghwan, Head of Management at the National Honam Bioscience Resource Center, stated, “Although we are still in the early stages of establishment, it seems that we received high recognition for delivering messages about resource circulation and biodiversity in a fun and friendly way through a differentiated approach,” adding, “We will continue to pursue innovative and creative campaigns for sustainable development and climate action practice.”