[Sponsored Report] Innisfree enlists army of volunteers to preserve island’s environment

Left: Jeju Daumi is a volunteer group formed by the Innisfree Moeum Foundation to preserve the environment of Jeju Island. Right: Seven hundred volunteers have participated in the Jeju Daumi program and cleaned up eight parasitic volcanoes. [AMOREPACIFIC GROUP]

At the end of April, 160 Innisfree franchise owners gathered at the foot of Dunji Oreum, a parasitic volcano on Jeju Island. For a week, they moved up and down the volcano’s steep path, replacing damaged pedestrian mats with fresh green palm ones and collecting garbage in the area. Along the trail, they placed signs with information about the mountain’s history and its plants.

It was the Innisfree Moeum Foundation’s first activity under its Jeju Daumi environmental conservation campaign. Amorepacific Group established the foundation in 2015 with the mission of adding value to Jeju Island. The company considers its relationship with the island special. It has promised to donate 2 billion won ($1.8 million) every year for five years and made efforts to restore Jeju’s natural beauty for the benefit of all.

The Innisfree Moeum Foundation is conducting social contribution activities with integrity and sustainability, with an eye toward developing nature, humanity and culture. The Jeju Daumi volunteers are famous for their devotion to the island. They have learned how to protect and share Jeju’s environment. Seven hundred volunteers from all over the country have participated in the program and cleaned up eight volcanoes.

In July, island residents, university students and 300 Innisfree executives and staff will participate in a cleanup at the Secret Forest, a 50,000-square-meter (12-acre) wooded area in Sangdo-ri where residents have planted about 10,000 trees and flowers. It is one of the company’s main conservation activities.

The Innisfree Moeum Foundation believes this is the best way to restore Jeju Island’s value. A move to foster future talent is also underway to coincide with the fourth industrial revolution and support the dreams and passion of Jeju youth. The foundation is helping young farmers strengthen their competitiveness by teaching them how to manage farms with ICT and other new technologies.

Last year, the Innisfree Moeum Foundation began a Social Creator program to produce talented people in Jeju who can plan and implement activities on the island. The main goal is to develop digital influencers who can spread the word about Jeju Island.

The name of the foundation was chosen through a contest. It implies a gathering and harkens back to the goal of creating value together. The Innisfree Moeum Foundation will continue to actively preserve and promote the island’s culture, people and environment.

BY KIM MIN-JI [kim.minji4@joongang.co.kr]