Social Contribution

Launching Ceremony of the 2nd Global Eco Leader Youth Program

Since 2022, LG H&H has been running the Global Eco Leader YOUTH program with environmental NGO EcoMom Korea to find carbon-neutral solutions from the perspective of young people living in the era of the climate crisis. In 2023, 100 young adults aged 20 and over and interested in the environment, centered on campuses and local communities, were selected for the second term and will work autonomously from April to October in teams of four to seven people. In particular, this second period is more meaningful in that young activists from overseas, such as the United States and the Netherlands, will be able to participate together to understand the status of climate change, a common global issue, and how to respond to it. Through lectures by experts in the environmental field and ESG mentoring, the selected youths gained an objective and broad view of environmental issues in our society and implemented various campaigns to address the climate crisis and promote carbon neutrality.

Borrowed EarthSchool Metaverse

We designed the metaverse platform ‘Borrowed Earth World: Operation to Escape the Climate Crisis’ in 2022 to educate youth about the right ecofriendly worldview needed for climate change and to practice it, and it was produced by Uplus Interactive, FTL, a company specializing in future education, and EcoMom Korea, an environmental NGO. When users access the ‘Ditoland’ homepage, a virtual Earth 50 years in the future with severe environmental pollution unfolds vividly in front of them. It is designed for learners to freely choose seven major cities in the world(Seoul, New York, Paris, Sydney, Shanghai, New Delhi, and Antarctica) to participate in education and games and to solve environmental problems by performing missions.

In the process, young people learn the right lifestyle habits to protect the environment in their daily lives, such as washing hands, disposing of trash separately, washing their face, brushing their teeth, washing their hair, washing dishes, and doing laundry. In 2023, the “ Borrowed Earthworld” project will continue, with a total of 16 schools participating. The program will leverage the metaverse to overcome the limitations of geography and distance and use a gaming approach to increase classroom engagement and immersion, paving the way for youth, our future customers, to become interested in and actively address environmental issues.

Customized Assistive Device Support Project for Women with Disabilities
- Giving Women with Disabilities Wings

In 2022, LG H&H selected 27 women with disabilities, aged 19 to 65, who are socially active or raising children in the Seoul and Gyeonggi regions and provided them with customized assistive devices worth KRW 5 million, along with training on how to use them. We provided 61 assistive devices in six areas(mobility, vehicle, computer, child care and household, information access, and self-care), including a manual wheelchair for mobility, a hand controller for vehicles, a screen enlarger for learning, a braille information terminal, a bowel movement reminder for child care, and a height-adjustable child care bed.

By 2022, 82 women with disabilities have benefited and are experiencing positive changes in their lives in society and at home after using assistive technology. The “Business Satisfaction in 2022” outcome was measured based on the Psychosocial Impact of Assistive Technology Devices Scale(PIADS) assessment results. The PIADS results showed that the productivity item scored the highest in terms of participation in social life, and the ability to realize self-desires increased by 2.2 points in terms of self-esteem. In addition, in terms of life independence, the impact on independence and self-reliance increased.

Our ‘Whoo Mecenat’ Initiative has been undertaken since 2006 to re-recognize the value of underappreciated Korean classical music and instruments.

Specifically, we fully sponsor seven Korean classical chamber orchestras to foster and support Korean traditional musicians and to help local communities increase their influence on Korean traditional music. Whoo’s ‘Admiration for Haegeum’ concerts were held in Seoul and Busan to ignite the interest of local residents aged between 30’s and 50’s in Korean classical music and to promote our traditional culture.

LG H&H contributes to conserving traditional Korean culture and exploring its value by sponsoring the Cultural Heritage Keeper Project by The History of Whoo. We provided financial support for the maintenance
of Tongmyeongjeon in Changgyeonggung Palace and various events.
By conducting the Royal Culture Campaign designed to share the value of royal women culture, we also supported the culture sharing program,
including the media art exhibition the Court Women Culture Exhibition, the photo exhibition
“Four Seasons of Queen” and the special concert of Haegeum-a traditional musical instrument. Furthermore, under the agreement with the Cultural Heritage Administration for the Cultural Heritage Keeper Project, we have sponsored people or organizations holding intangible cultural heritage with our cosmetic products to appreciate their efforts to inherit traditional culture and cultural heritage.

Natural Beauty Live Creators

LG H&H has been running the Beauty Creator Fostering Program with the Korea Environment Foundation since 2018. The program targets vulnerable employment groups, such as women with work experience and job seekers who aspire to become live commerce professionals. In 2023, 35 participants (29 women and 6 men) were selected through documentation and interview screening, and the fifth course has been underway since January.

The training process of the Creator Development Program is divided into ‘Nurturing Training’ and ‘Practical Training.’ The program consists of systematic guidance from beauty, environment, and video shooting and editing experts, individual close mentoring with direct lessons from show hosts, and support for competencies required for short-form content planning and production. In 2023, we focused on the live commerce channel, a “mainstream distribution platform” that communicates with the public beyond a simple purchase distribution network. We further upgraded our live commerce training program, a beauty influencer training course.

We have further upgraded the curriculum by providing 1:1 coaching, small group training, and live practice opportunities in the 5th training course, where participants are individually mentored by industry-leading show hosts to learn live production know-how and communication skills needed for broadcasting.