[Sponsored Report] Coway Run promotes health and clean water

Coway held its second consecutive Coway Run marathon at Maeps Park in Serdang, Malaysia, on Oct. 7. Coway CEO Lee Hae-sun (seventh from left) joined the event to support the participants. [COWAY]

Home-appliance maker Coway held its second consecutive Coway Run marathon at Maeps Park in Serdang, Malaysia, on Oct. 7.

The Coway Run event is designed to encourage people to adopt a healthier and more active lifestyle. While running, participants inevitably breathe deeply and drink lots of water, further promoting the value of clean air and water, according to Coway.

This year’s event took place in Malaysia, one of Coway’s largest overseas markets. About 6,000 people participated in the event, including Coway CEO Lee Hae-sun. Lee ran a 5-kilometer (3.1-mile) section of the race to cheer on the runners.

According to Coway, the course of the run symbolizes water and air, its core product focus, to enhance the appliance maker’s brand. The race was peppered with features designed to promote these areas, including artificial mist tunnels, wind tunnels and sprinklers. Huge 3-meter tall versions of Coway water and air purifiers completed the promotion.

But the Coway Run wasn’t just about promoting the brand. The event was also designed to enhance water supply for local communities. Some of the money raised from the event will be donated to improve the poor water environment in the outskirts of Malaysia where safe drinking water is scarce. Starting from last year, Coway has been taking the lead in solving the water shortage problem with the aim of using rainwater to supply 1,000 households in Malaysia for five years.

The Korea Tourism Organization also contributed to the event, hosting a hanbok (traditional Korean clothing) zone and a Korean food truck to introduce Korean culture and lifestyle.

“This marathon is a meaningful activity that directly communicates with local customers and informs the direction of the brand while conveying the value of clean water to marginalized areas,” explained Coway CEO Lee. “We will continue to share the philosophy of Coway and become a representative company of global environment electronics.”

BY KIM HA-EUN [kim.haeun@joongang.co.kr]