[Edaily Reporter SHIN MIN JOON ] As Chuseok, Korea’s major national holiday, approaches, the retail industry is launching a wave of collaborative efforts and donations aimed at mutual prosperity.

According to the retail industry on the 23rd, E-MART Co., Ltd.(139480)has partnered with Gyeonggi Province and the Gyeonggi Provincial Social Welfare Council to launch the “Fresh Just Dream” initiative, aimed at supporting healthy diets for vulnerable groups and fostering mutual growth with local eco-friendly farms. On the 22nd, E-MART Co., Ltd. signed a “Fresh Just Dream” MOU with Gyeonggi Province and the Gyeonggi Provincial Social Welfare Council at the Gwangmyeong branch of the Gwangmyeong Food Bank Market Center.

“Fresh Geunjan Dream” is a corporate social responsibility initiative in which E-MART Co., Ltd. uses its donations to purchase eco-friendly agricultural products and distribute them to users of the Gyeonggi Province “Geunjan Dream” program. “Geunjan Dream” is Gyeonggi Province’s flagship welfare program, enabling residents facing financial hardship to receive necessary groceries and daily necessities without complicated income verification or application procedures.

Under this agreement, E-MART Co., Ltd. will provide 200 million won annually for three years starting this year, for a total of 600 million won. The Gyeonggi Province Social Welfare Council plans to use the funds to purchase eco-friendly agricultural products in collaboration with the Gyeonggi Province Agricultural and Fisheries Promotion Agency and distribute them to eligible residents through 21 “Just Dream” centers across 17 cities and counties in the province.

Coupang is stepping up efforts to expand online sales channels for small business owners and support their revenue growth. Coupang’s “Good Store,” a dedicated section for mutual growth with small and medium-sized businesses, is collaborating with the North Gyeongsang Province Agricultural and Food Distribution Education Promotion Institute (North Gyeongsang Agricultural and Food Promotion Institute). Since 2022, Coupang has partnered with the institute to run a special promotional event for North Gyeongsang agricultural and food products within the Good Store.

The cumulative sales from 2022 to 2025 for Gyeongbuk agricultural and food companies participating in the special exhibition through the Gyeongbuk Agricultural and Food Promotion Institute exceeded 34 billion won. From 2022 to 2025, approximately 1,200 agricultural and food products from about 110 Gyeongbuk companies participating through the institute were made available to customers nationwide via “Chakhan Shop.” In addition to the collaborative project with the Gyeongbuk Agricultural and Food Promotion Agency, numerous small and medium-sized business owners in the Gyeongbuk region are reaching customers nationwide by selling a variety of products—including agricultural and marine products as well as daily necessities—through Coupang.

HotelShilla(008770)HotelShilla joined the wave of charitable giving. Together with restaurant owners participating in “Making Jeju Delicious” (Mat Jeju)—a flagship social contribution initiative in the Jeju region—HotelShilla donated blankets worth 4 million won. This donation was organized with the hope that marginalized members of the local community would enjoy a warmer and more abundant Chuseok holiday. The Mat Jeju restaurant owners voluntarily participated in the donation, and HotelShilla contributed additional funds to further the spirit of sharing.

The quilts are scheduled to be distributed to vulnerable households and seniors living alone on Jeju Island—neighbors in need of assistance. Celebrating its 13th anniversary this year, the “Delicious Jeju” project is a flagship social contribution program promoting mutual growth, jointly run by HotelShilla, the Jeju Special Self-Governing Province, and local broadcasters. The “Delicious Jeju” project supports small, struggling restaurants in the Jeju region by assisting with menu development, service training, and kitchen environment improvements, thereby helping self-employed business owners achieve self-reliance and enhance their competitiveness.

In particular, restaurant owners who have successfully turned their businesses around through the “Taste Jeju” Project have been engaging in regular volunteer work and donations to give back to the local community for the support they have received. This Chuseok charity drive was also organized as part of that effort.

A representative from the retail industry stated, “The retail industry is striving for mutual growth with local communities, going beyond simply supporting small business owners,” adding, “Moving forward, the retail industry will continue to practice acts of kindness in the local community and strive to contribute to regional development.”