From giant thermometers to apps: Korea’s new era of philanthropy
Date Dec 26, 2024
The Thermometer of Love at Gwanghwamun Square rises 1 degree for every 1 percent of the donation goal collected. (Photo courtesy of Community Chest of Korea)
The spirit of giving continues to evolve, particularly during winter, with traditional methods and modern innovations being combined to help the needy. This transformation was symbolized on December 1 when the Thermometer of Love illuminated Gwanghwamun Square during the launch of the Hope 2025 Sharing Campaign, run by Community Chest of Korea, the Salvation Army and other organizations. The thermometer rises 1 degree for each percentage point of the campaign’s fundraising goal collected, making it a visual representation of collective generosity in action.
Modern philanthropy has become increasingly personalized, allowing individuals to express their values through their contributions. The app Alji? (which means “You know, right?”) exemplifies this trend by focusing on environmental, social and governance initiatives. Users can earn donation points through Earth-friendly activities like walking or plogging (picking up litter while jogging). With over 25 million interactions, the app demonstrates the appeal of gamified, purpose-driven giving. Similarly, programs like the Ten Thousand Steps Challenge in Siheung, southwest of Seoul, combine personal health with social responsibility. Meanwhile, Goodwill Store and other organizations use donations to support vulnerable communities and individuals with disabilities through employment opportunities and low-cost household items.
The Alji? app challenges users to make donations related to environmental, social and governance initiatives.
Technology has streamlined the donation process through innovations like kiosks at highway rest stops. These solutions particularly appeal to younger philanthropists, who seek transparency in their charitable efforts. Popular platforms like Kakao Together and Naver’s Happy Bean utilize crowdfunding principles, connecting donors directly through specific projects. Influencers and celebrities help out by hosting fundraising events that make giving more meaningful and enjoyable by blending entertainment with philanthropy, from pop-up exhibitions to the sale of exclusive merchandise.
A person using a Salvation Army kiosk to make a donation (Photo courtesy of The Salvation Army)
Community engagement thrives through participatory campaigns such as World Vision’s Global 6K for Water, which raises awareness about global water scarcity while promoting personal wellness through a fun run. Similarly, events like charity runs for pet lovers and virtual marathons offer people chances to pursue personal interests while contributing to a good cause. Community Chest of Korea has embraced this interactive approach with initiatives like photo booth kiosks at the Thermometer of Love installation, and a new pop-up studio in Seoul’s Yeonnam-dong offers photo sessions with digital QR code donations, making the act of giving more experiential and memorable.
This evolution in philanthropy emphasizes “donation efficacy” – the assurance that contributions are having a tangible effect on society. By reimagining their roles, charitable organizations are positioning themselves as collaborators rather than mere recipients, inviting donors to become active partners in improving society. This shift has transformed donors from passive benefactors into engaged participants in social change, with each contribution representing a deliberate choice to support causes that align with personal values and beliefs.
Community Chest of Korea pop-up event (Photo courtesy of Community Chest of Korea)
Modern giving has transcended simple financial transfers to become a means of personal expression and social impact. The convergence of technology, personal wellness and social responsibility has created a more dynamic and inclusive philanthropic landscape. Through innovative technology, participatory campaigns and value-driven purchases, contemporary philanthropy reflects humanity’s ongoing commitment to creating a more inclusive and compassionate world, one contribution at a time. This new era of giving demonstrates that the possibilities for positive change become endless when generosity meets modern innovation.
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