Some consumers are stepping up to demonstrate support for value consumption. (image: kobizmedia)
SEOUL, March 15 (Korea Bizwire) — Netizens are stepping up to help restaurants that have shown kindness to those in need by sharing them on online communities, asking others to ‘buycott’ their food.
The Kind Store Project, through which participating food vendors offer free food and convenience to children carrying welfare cards, was started by a small pasta shop near Hongik University in 2019.
As of March 10, there are currently 840 establishments participating in the project.
Netizens post photos of various dishes or products purchased at participating stores to demonstrate their support for the kindness provided to others.
Some netizens also have also participated in the project by asking restaurants to deliver food to unavailable destinations, with a comment that says “think of it as helping those in need.”
These actions are seen as a demonstration of support for value consumption, and an effort to encourage small businesses to do good deeds.
“These acts are called ‘buycotts,’ in which consumers engage in robust consumption of goods and service of businesses they support,” said Lee Eun-hee, a professor of social science at Inha University.
“It’s a consumer’s way of complimenting a store, while encouraging others to join.”
Lina Jang (linajang@koreabizwire.com)
