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[Sponsored Report] Hyundai Card lends its support to Jeju Olle Road

July 22,2010
A sign along the Jeju Olle Road
Hyundai Card has made a name for itself in terms of social contributions through various efforts over the years, including a partnership with the Museum of Modern Art in New York to promote up-and-coming talent, donations to city organizations and its work designing the Seoul Station bus transfer area.

Now, it’s embarking on yet another project by providing support to the Jeju Olle Road, a popular walking route on Jeju Island. The Korean word olle essentially means a small, narrow road leading to the front door of a house in Jeju dialect. The Jeju Olle Road was first introduced to the public in 2007 and has become a popular area for a stroll, attracting 250,000 visitors in 2009 alone.

Ted Chung, CEO of Hyundai Card, recognized the value of the road back when almost no one was interested in it, providing donations to upgrade and modernize the trail with retaining its natural beauty. To help further upgrade the road, Hyundai Card has set up informational signs outlining each walking course along the road. The signs incorporate images of ponies - which rank as a symbol of Jeju Island - as well as the color blue to signify the sea. Signs have been installed in 1-kilometer (1,094 yards) increments and at places with interesting sights.

Hyundai Card made the signs with environmentally friendly materials including “bio plastic,” which degrades quickly when buried and therefore has a minimal impact. It is also exploring ways to aid the private organization Jeju Olle.

Along these lines, the company designed a doll made with cloth donated from a textile manufacturer to raise funds for the organization. The dolls are on display at various sites along Jeju Olle Road and sold in local gift shops. Money raised from the sales of the dolls will be filtered back into society and into efforts to help maintain the popular road. Other efforts include the design of a “Jeju Olle passport” and stamps used to help visitors keep track of the portions of the road they’ve visited as well as assistance with a Web site for the path.

“Jeju Olle is more than a tourist attraction, it is a new cultural icon,” a Hyundai Card executive remarked. “We have offered our design talent to help Jeju Olle become one of the most famous walking courses in the world.”



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