Special Edition of the Gwanghwamun Bulletin Board
Celebrating Family and Love Through Collaboration with "Boksak Sogasuda"
On May 7, Kyobo Life Insurance announced that it would unveil a special edition of the Gwanghwamun Bulletin Board to highlight the importance of family in celebration of Family Month in May. Kyobo Life Insurance plans to display the special edition of the Gwanghwamun Bulletin Board at the Kyobo Life Insurance Building in Gwanghwamun, Jongno-gu, Seoul, as well as at the Kyobo Tower in Gangnam and the Jeju office building, until early next month.
On the morning of the 7th, a special edition of the Gwanghwamun Bulletin Board was displayed at the Kyobo Life Insurance Building in Jongno-gu, Seoul. Kyobo Life Insurance
The special edition was created in collaboration with the Netflix series "Boksak Sogasuda." The message inscribed on the Gwanghwamun Bulletin Board uses narration from Boksak Sogasuda.
The special edition displayed at the Gwanghwamun building features narration that likens parents, who give unconditional love and devotion, and children, who grow up nourished by that love, to trees. Through this, the message encourages people to reflect on their families, who are always on their side, and to once again realize the preciousness of family.
At the Jeju office, a different message, "Gojji Geulla, Gojji Ga," will be displayed. This phrase is a Jeju dialect meaning "Go together, go together." It is a line spoken by an elderly couple who care for a young bride in difficult circumstances in Boksak Sogasuda. The message conveys the idea that when walking together, even a journey of 100 li feels like only 10 li, so everyone should walk together.
The reason Kyobo Life Insurance chose to collaborate is rooted in a shared understanding of the value of "love." Shin Changjae, Chairman and CEO of Kyobo Life Insurance, has consistently emphasized that life insurance is, at its core, "a story of people's love." Shin has stated, "The spirit of love, which leads people to protect and help each other in difficult times, is human nature," and added, "Life insurance is the most beautiful system that embodies such heartfelt intentions."
The special edition also commemorates the 35th anniversary of the Gwanghwamun Bulletin Board. Since its first appearance in January 1991, the Gwanghwamun Bulletin Board has steadfastly remained in place, offering citizens warm comfort, courage, and hope.
To promote the special edition of the Gwanghwamun Bulletin Board, Kyobo Life Insurance will launch a photo certification event starting on May 8. Until June 8, participants can upload photos of the special edition to their Instagram accounts with hashtags such as #GwanghwamunBulletinBoard, #BoksakSogasuda, and #FellForGwanghwamunBulletinBoard. Winners will be selected by lottery to receive prizes such as hotel accommodation vouchers, Kyobo Bookstore signature scent diffusers, and Boksak Sogasuda merchandise (including a poetry book, frame, and postcard featuring the character Oh Aesoon).
Through the Kyobo Life Insurance integrated app, from May 12 to June 8, people can submit warm messages they wish to convey to their families. Simply leaving a comment qualifies as an entry. Winners will receive prizes such as Jeju family trip vouchers and dining gift certificates.
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