Retail industry amps up its patriotism as Liberation Day nears

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Retail industry amps up its patriotism as Liberation Day nears

National Liberation Day-themed products from convenience store chain 7-Eleven. [7-ELEVEN]

National Liberation Day-themed products from convenience store chain 7-Eleven. [7-ELEVEN]

 
Korea's 75th National Liberation Day is almost here, and the retail industry isn't missing the chance to show off its patriotism.

Companies are introducing products emblazoned with patriotic drawings and colors, as well as gathering donations to honor independence fighters.

7-Eleven launched Liberation Day-themed macarons decorated with patriotic messages and symbols from Korea’s national flag. The macarons come in three flavors — vanilla, strawberry and blue Hawaii.  

The convenience store chain also partnered with graffiti artist Leodav, known for his portraits of independence fighters. It has printed T-shirts displaying his portrait of general Kim Jwa-jin, who brought the country to victory at the famous Battle of Qingshanli. The battle took place in October 1920, between the Japanese army and Korean independence forces during the Japanese occupation of Korea.
 
For its part, online retail company 11st also partnered with a famous webtoon artist and made available six consumer products decorated with significant historical moments and key figures that contributed to Korea's independence.
 
And beverage companies are donating funds to help descendants of independence activists.

Starbucks Korea said it delivered 100 million won ($84,000) to the Cultural Heritage Association Thursday at an event held at the Starbucks Support Center in Jung District, central Seoul. The funds will be used to purchase artifacts related to independence fighters. 

Starbucks has been supporting the Cultural Heritage Association since 2009.  
 
The coffee chain also plans to deliver 100 million won in university scholarships to 50 descendants of independence fighters. A portion of the tuition was raised through its limited-edition Starbucks mugs and tumblers for Samiljeol, or the March 1 Independence Movement Day. 
 
Alcoholic beverage maker Hite Jinro said its employees and their families have been participating since Aug. 5 in a fundraiser in which each person donates 815 won — an amount chosen to symbolize the exact date of National Liberation Day, August 15. The funds will be donated to the families of independence activists.  
 
“We planned this event to celebrate the 75th anniversary of Korea’s liberation. We hope the campaign can send our feeling of gratitude to all ancestors that fought for the country,” said Kim In-kyu, CEO of Hite Jinro.  
 
BY KANG JAE-EUN   [kang.jaeeun@joongang.co.kr]

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