MNB, the content marketing subsidiary of Netmarble (251270.KS), said on the 25th that it has signed a memorandum of understanding (MOU) with the Korean Red Cross for a blood donation campaign.
The partnership was designed to make blood donation feel more approachable to younger generations by drawing on MNB's flagship intellectual property (IP), "Kungya Restaurants," and to encourage sustained participation in blood donation among future generations.
"Kungya Restaurants" is a spin-off brand of Netmarble's "Kungya" character. Depicting the everyday lives of the Kungya characters navigating modern society, it has won strong popularity, particularly among younger consumers.
Through the agreement, the two sides plan to cooperate in a range of areas, including jointly producing and distributing promotional content for blood donation, planning and creating limited-edition collaboration merchandise, and running campaigns to improve awareness of blood donation.
Activities will begin in earnest with the release of a campaign video in September, and starting in October, limited-edition special collaboration merchandise will be provided to blood donors.
MNB CEO Bae Min-ho said, "It is meaningful for Kungya Restaurants to join the Korean Red Cross on its valuable journey," adding, "Building on the competitiveness of the Kungya IP, which has communicated closely with younger generations, we will do our best to help more people take part in blood donation."
