Kakao Launches National Walking Challenge to Boost Eco-Tourism and Local Economies

SEOUL, Sept. 24 (Korea Bizwire) – In a bid to promote low-carbon travel and stimulate regional economies, tech giant Kakao announced on September 23 the launch of its “Around Korea Challenge” (unofficial translation) campaign.

The initiative coincides with the completion of the Korea Trail, an ambitious project connecting the entire perimeter of the Korean Peninsula. 

The Korea Trail, developed by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, represents a monumental effort to create an uninterrupted path along the edges of the peninsula.

With the opening of its final section, the DMZ Peace Trail, on September 23, the project reaches its culmination, following the earlier completions of the East Sea’s Haeparang Trail in 2016, the South Sea’s Namparang Trail in 2020, and the West Sea’s Seohaerang Trail in 2022.

The “Around Korea Challenge” invites participants to walk and document their journey along portions of the 4,500-kilometer Korea Trail — the country’s longest hiking route — between October 1 and November 30.

Kakao, the campaign’s organizer, has been collaborating with the Korea Tourism Organization since April to promote and revitalize the trail.

Following a recruitment drive that concluded on September 1, Kakao selected 45 diverse challengers ranging from their 20s to their 60s.

The group includes individuals with varied backgrounds, such as an emergency medical technician, a mother in her 50s who recently sent her son to military service, and a traveler who has climbed in the Himalayas. 

The motivations behind these participants are as diverse as their backgrounds. One entrant shared his intention to propose marriage to his girlfriend while walking the trail in her hometown of Jangheung.

A retired senior expressed hope that completing the trail would instill confidence for the next chapter of life.

Another participant, having already finished the Haeparang, Namparang, and Seohaerang trails, aims to become the first to complete the entire Korea Trail by conquering the final piece — the DMZ Peace Trail.

From September 26, Kakao plans to launch a dedicated page on the challenge’s official website, showcasing the participants’ profiles, including their nicknames, ages, completion goals, and progress updates.

The public will be able to support the challengers through a cheering function and comments.

To encourage nationwide participation, Kakao is also hosting a “Find Your Korea Trail” event. Users can answer a set of questions to receive personalized recommendations from among 45 representative courses of the Korea Trail.

Participants will also receive digital cards featuring landscapes from their recommended routes, which can be stored in their KakaoTalk wallet.

Kwon Dae-yeol, Chairman of Kakao’s ESG Committee, expressed gratitude for the enthusiastic response to the challenge.

“We are committed to establishing the Korea Trail as a premier tourist destination that all citizens can enjoy, while also contributing to the revitalization of local economies,” he said.

Lina Jang (linajang@koreabizwire.com)