At the center of the campaign is the Lamina game — developed in partnership with the Hyundai Museum of Kids’ Books & Art (MOKA) — which educates users about endangered species and their habitats. (Image courtesy of Hyundai Department Store)
SEOUL, June 5 (Korea Bizwire) — In celebration of World Environment Day on June 5, Hyundai Department Store has launched a nationwide environmental campaign, “Mission Possible! Mudflat Guardians,” aimed at raising awareness of Korea’s fragile coastal ecosystems.
Running through July 20, the campaign spans both online and offline channels and includes a specially designed educational game as well as a fundraising initiative.
At the center of the campaign is the Lamina game — developed in partnership with the Hyundai Museum of Kids’ Books & Art (MOKA) — which educates users about endangered species and their habitats.
The name “Lamina” is a reverse spelling of “animal,” and the game invites players to answer quiz-style questions to better understand the environmental significance of Korea’s tidal flats.
Hyundai has also teamed up with the humanitarian organization World Vision for a “Claim Your Mudflat” donation project. The initiative focuses on the Julpo Bay tidal flat in Buan County, North Jeolla Province.
Customers can symbolically adopt a 3.3-square-meter plot of mudflat by donating 15,000 won (about $11.50), with Hyundai matching the contribution. Each individual can sponsor up to 9.9 square meters, and the funds will support local cleanup and environmental restoration efforts.
Those interested in participating can register through Hyundai’s online platform, The Hyundai.com.
“Our goal is to spotlight the ecological importance of Korea’s mudflats, which are often taken for granted,” said Yang Myung-sung, executive director of sales strategy at Hyundai Department Store. “This campaign is designed to turn that awareness into tangible action.”
Ashley Song (ashley@koreabizwire.com)
