'Flower bucket challenge' embraced by JoongAng CEO Hong

The Korea JoongAng Daily's publisher JoongAng Ilbo and JTBC CEO Hong Jeong-do poses beside flowers purchased to help Korean flower farms. [JOONGANG ILBO]

The Korea JoongAng Daily's publisher JoongAng Ilbo and JTBC CEO Hong Jeong-do will donate flowers as part of the “flower bucket challenge” campaign to help the local flower industry.

The domestic flower industry had a miserable February and March because school graduation and entrance ceremonies were canceled, as were many weddings, amid the coronavirus crisis.

Like the "Ice Bucket Challenge" of 2014, Korea's flower bucket challenge is perpetuated by "challenges" from one benefactor to the next. Hong was challenged by Shinsegae Group Vice Chair Chung Yong-jin.

Hong purchased flowers from the Korea Flower Agriculture Union and Tree Planet, an environmentally-conscious company. The plan is to donate them to more than a thousand households near JoongAng Group offices.

A rose garden will be organized for residents of Worldcup Park Apartment in Sangam-dong, western Seoul, located beside JTBC's headquarters. Residents of Daelim Roseville Apartments near Seoul Forest, western Seoul, and the headquarters of Megabox will receive pots of kalanchoes.

“We hope the donations can support flower farms in jeopardy and brighten the lives of citizens who are working together to fight Covid-19,” Hong said, adding the company will “continue to help our heroes and neighbors in need.”

The donations are part of JoongAng Group’s social responsibility campaign to help people affected by the pandemic.

On April 2, the company purchased begonia pots from the Korea Flower Agriculture Union and distributed them among JoongAng staff. From March, it delivered masks and personal hygiene products to around 2,200 people including medical staff that treat Covid-19 patients, parcel delivery workers in Daegu, firefighters, children and homeless people in North Gyeongsang.

Meanwhile, Hong passed the challenge to NCSoft CEO Kim Taek-jin.

Before Shinsegae’s Chung, the challenge passed through Taeyoung Industry Chair Yoon Suk-mynn, Samsung Electronics President of IT and Mobile Koh Dong-jin, Naver CEO Han Seong-sook, Lotte Group Vice Chair Hwang Kag-gyu, LG Group Vice Chair Kwon Young-soo, Kolon Group Vice Chair Ahn Byung-deok, GS Caltex CEO Hur Sae-hong and Amorepacific Chair Suh Kyung-bae.

BY JEON YOUNG-SEON [song.kyoungson@joongang.co.kr]