Young Coffee Promotes Marriage and Childbirth at 100 Stores Nationwide... Signs MOU with Daegu Dalseo-gu

Daegu Dalseo-gu (District Mayor Lee Taehun) announced that on the 21st, it signed a Memorandum of Understanding (MOU) at the district office with the nationwide franchise coffee brand ‘Young Coffee’ for joint promotional marketing to encourage marriage and childbirth.

This agreement is a public-private cooperation strategy to respond to the population crisis of ultra-low birth rates. Targeting the MZ generation, who are familiar with coffee consumption, this new form of promotional marketing aims to naturally deliver messages encouraging marriage and childbirth in daily life.

Youngcoffee CEO Jang Youngsaeng (fourth from the left) is taking a commemorative photo with Lee Taehun, Mayor of Dalseo District, Daegu (third from the right), after signing a business agreement.

According to the agreement, both parties plan to carry out joint marketing to improve social awareness of the low birth rate issue and to spread a positive culture around marriage and childbirth. They have agreed to cooperate on effective policy promotion through various campaigns and promotions, as well as related administrative support.

Young Coffee will produce and distribute about 90,000 cup holders at over 100 stores nationwide, featuring messages encouraging marriage and childbirth. The brand also plans to operate intuitive media content using in-store kiosks. Through these efforts, consumers enjoying coffee will naturally recognize the messages, maximizing the effectiveness of information delivery.

The back of the cup holders will include a QR code providing information about Daegu Dalseo-gu’s childbirth policies, allowing quick and easy access to necessary details. In addition, benefits for in-store customers, such as free exchanges for decaffeinated drinks and low-fat milk for pregnant women, will also be offered.

Since establishing the nation’s first Marriage Promotion Team in 2016, Daegu Dalseo-gu has implemented various policies to spread positive perceptions among young people. In July 2024, the district will launch a Childbirth Promotion Team to activate the D(Dalseo-type) Childbirth Promotion ‘Childbirth BooM Dalseo’ project, carrying out more strategic policies to address the low birth rate.

Lee Taehun, Mayor of Daegu Dalseo-gu, stated, “This agreement was prepared to spread a culture of encouraging marriage and childbirth that the MZ generation can relate to and voluntarily participate in,” adding, “We will continue to implement practical population policies that the younger generation can truly feel through various public-private cooperation models.”