The Community Chest of Korea (Chairman Kim Byeong-jun) announced on the 24th that it had won the Minister of Trade, Industry and Energy Award (Excellence Award) at the 27th Korea Brand Awards held on the 23rd.
The Korea Brand Awards, hosted by the Ministry of Trade, Industry and Energy, is the only government award in the brand field. Each year, it selects 10 outstanding companies, organizations, and groups that have contributed to national competitiveness and industrial development through a comprehensive evaluation of their brand management systems and performance.
Love Fruit was recognized for its contribution to expanding donation participation and spreading a culture of sharing through brand promotion activities utilizing symbols such as the "Love Temperature Tower" and the "Fruit Badge." This marks the first time a non-profit organization has received this award.
The signature "Fruit Badge" has become an icon of sharing that has been with the nation. The "Chunshik Fruit Badge," created in collaboration with Kakao's popular character "Chunshik," broadened its reach across generations. The "Love Temperature Tower" is utilized in year-end and New Year's citizen participation campaigns, and this year, under the concept of "Love Rides the Chimney," it was applied to campaigns in 17 cities and provinces nationwide.
In terms of advertising, Love Fruit won the Korea Advertising Society's "Brand of the Year" award for its year-round brand advertisement, "Love, From Me," which emphasized self-affirmation and universal values without directly mentioning donations or sharing. This initiative is recognized as a prime example of the new possibilities for nonprofit brand communication.
Chairman Kim Byung-jun said, “We are continuing to implement innovative promotional activities based on our existing brand assets, and we will continue to focus on developing the brand value of our sharing culture.”
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