RE-Blossom team participating in Green Value YOUTH

Since 2011, LG H&H has consistently conducted environmental education, training about 4,600 elementary, middle, and high school eco-leaders and 200 university student mentors. In 2022, the company evolved this education into the Global Eco-Leader YOUTH program, focusing on finding carbon neutrality solutions from the perspective of youth living in the climate crisis era. This was done in collaboration with the environmental NGO Eco Mom Korea. In 2024, LG H&H rebranded this initiative as Green Value YOUTH, aiming to leverage the company's unique values to foster environmental thinking among young climate activists and drive change on campuses and in local communities. Through a public contest, over 100 domestic and international youth were selected to implement their climate crisis solution ideas, with activities planned from April to October. This program is significant as it includes participation from students at overseas universities, allowing them to collectively understand and address the global issue of climate change. The selected youth will attend lectures by environmental experts and receive ESG mentoring, enabling them to view environmental issues from a broad and objective perspective. They will also plan and execute activities focused on addressing the climate crisis and achieving carbon neutrality.

Borrowed Earth School

Borrowed Earth School is LG H&H's flagship social contribution program, teaching essential life habits that “everyone should know but have never learned” and helping teenagers explore their dreams and careers. It is the first fusion education program in Korea. To spread proper life habits among teenagers, LG H&H partnered with the environmental NGO EcoMom Korea and signed an agreement with the Ministry of Education and regional education offices to activate the free semester system. Additionally, the metaverse platform Borrowed Earth World was developed and classes were held for middle schools in regions like Seoul, Gyeonggi, and Chungcheong, which had fewer opportunities for offline classes. This platform provided students with an understanding of climate change as a global issue and encouraged them to think about their roles as global citizens.

Custom Assistive Device Support Project for Women with Disabilities - 'Wing of Women'

In 2023, LG H&H selected 30 women with disabilities, aged 19 to 65, from the Seoul and Gyeonggi regions who are actively involved in social activities or raising children. These women received customized assistive devices valued at approximately 5 million KRW each, along with training on how to use them. The support program was expanded to include hearing-impaired individuals, in addition to those with brain lesions, physical disabilities, and visual impairments. A total of 89 devices were provided, including 'face-to-face communication devices' that convert speech to text and vice versa, 'voice-to-text caption glasses' that display spoken words on a smart glass screen, and various convenience devices that alert users through light or vibration during emergencies or detect a baby's cry. By the end of 2023, a total of 112 women with disabilities had benefited from the program, experiencing positive changes in their social and domestic lives as a result of using the assistive devices.

Since 2004, LG H&H has operated the Perioe Kids School oral health education campaign for children for about 13 years. This campaign has now evolved into Twinkle Twinkle Perioe, a children's health musical that promotes healthy hygiene habits. Targeting children aged 3 to 8, Twinkle Twinkle Perioe is the industry's first children's health musical. It tells the story of the main character, Bom, who dislikes brushing teeth Bom learns the importance of healthy habits by experiencing festivals worldwide and meeting Rio, the health fairy, who sings the Perioe Brushing Song and the Perioe Hand Washing Song. Starting in 2023, the performance audience has expanded to include lower elementary school grades (1st to 3rd grade) and special school performances for children with disabilities.

Twinkle Twinkle Perioe Musical

Our ‘Whoo Mecenat’ Initiative has been undertaken since 2006 to re-recognize the value of underappreciated Korean classical music and instruments.

Specifically, we fully sponsor seven Korean classical chamber orchestras to foster and support Korean traditional musicians and to help local communities increase their influence on Korean traditional music. Whoo’s ‘Admiration for Haegeum’ concerts were held in Seoul and Busan to ignite the interest of local residents aged between 30’s and 50’s in Korean classical music and to promote our traditional culture.

LG H&H contributes to conserving traditional Korean culture and exploring its value by sponsoring the Cultural Heritage Keeper Project by The History of Whoo. We provided financial support for the maintenance
of Tongmyeongjeon in Changgyeonggung Palace and various events.
By conducting the Royal Culture Campaign designed to share the value of royal women culture, we also supported the culture sharing program,
including the media art exhibition the Court Women Culture Exhibition, the photo exhibition
“Four Seasons of Queen” and the special concert of Haegeum-a traditional musical instrument. Furthermore, under the agreement with the Cultural Heritage Administration for the Cultural Heritage Keeper Project, we have sponsored people or organizations holding intangible cultural heritage with our cosmetic products to appreciate their efforts to inherit traditional culture and cultural heritage.

Natural Beauty Live Creators

LG H&H, in partnership with the Environmental Foundation, has been running a beauty creator development program since 2018. This program targets women with career gaps, job seekers aiming to become content creators or live commerce experts, and other employment-vulnerable groups. In 2024, following document and interview evaluations, 35 participants (32 women, 3 men) were selected to begin the 6th session in January. The program's curriculum is divided into two main sections: basic training and practical training. Education is provided by experts in beauty, environment, video shooting, and editing. It includes personalized mentoring from top industry show hosts and support for planning and creating short-form content. The 2024 program expands its age range from 20s to 70s, supporting not only younger generations but also active seniors.