Asiana Airlines embraces charity work

Asiana Airlines CEO Yoon Young-doo gives a soccer ball to a Chinese student at an elementary school in Tianjin, March 20, where the carrier donated computers, pianos and other school supplies. The firm has established partnerships with schools in China since March 2012. / Courtesy of Asiana Airlines

By Lee Hyo-sik

Asiana Airlines, one of Korea’s two flagship carriers, is involved in a wide range of charitable activities at home and abroad.

For example, one of Asiana’s efforts supports schools across China by donating computers and other academic supplies. The firm organized an in-flight donation drive, ``Change for Good,’’ for malnourished children in underdeveloped countries in partnership with the United Nations. It also made donations to improve living conditions for poor families in Cambodia and other Southeast Asian nations.

``We would like to help offer children around the world a bright future,’’ Yoon said. ``We will continue to expand the number of Chinese schools we sponsor through our `Beautiful Class’ program. Asiana wants to make a better educational environment for children and offer them a vision for the future.’’

The company will continue to support children of low-income families in various countries with free meals and scholarships, Yoon said.

Supporting Chinese schools

Asiana began implementing diverse corporate social responsibility (CSR) activities early last year in the world’s fastest growing economy where it became the largest foreign carrier providing flights to and from China. It has 31 routes to 22 Chinese cities.

In March 2012, the company has set up an alliance with eight elementary and middle schools in Chinese cities like Yantai and Tianjin. Asiana plans to expand the program to 14 schools by 2014.

"We operate 31 routes between China and Korea. The world’s second-largest economy is a very important market for us. As part of our efforts to give something back to local communities, we decided to create a better educational environment for children,’’ he said. "On top of donating school supplies, we will invite groups of students from our partner schools in China to visit Korea, to provide them with an opportunity to experience Korean culture.’’

Asiana also provides playground and educational equipment to facilities for disabled children in China and has planted trees in Tianjin and other cities.

Global CSR programs

The carrier was in the global spotlight last October after hosting an event at the U.N. headquarters in New York to celebrate its collection of 7 billion won ($6.5 million) through its "Change for Good’’ campaign. The campaign is an in-flight donation partnership with UNICEF, where Asiana passengers were encouraged to donate change.

Asiana collected the amount over 18 years. The money will be spent to provide life-saving materials and services to vulnerable children around the world.

The money raised could be used to provide medical services or high-calorie protein meals for malnourished children, according to Asiana. The money is also enough to test 2.23 million pregnant women for AIDS, provide one week of antibiotics for 35 million children with AIDS or buy 700,000 mosquito nets to prevent malaria.

UNICEF is but one of the charities Asiana supports, and the company strives to do more in other countries. For example, in Da Nang, Vietnam, the company plans to install 40 solar-powered light poles in May.

Between 2010 and 2012, Asiana set up 50 solar-powered light poles near Angkor Wat in Cambodia, about 300 kilometers northwest of Phnom Penh to promote safety.

"Da Nang has UNESCO-designated world heritage sites, which makes the city a popular tourist destination. To help improve the tourism infrastructure and help locals make both ends meet, we will install solar-powered streetlights,’’ Yoon said. "We will continue to implement a wide array of CSR activities in Vietnam, Cambodia and other Southeast Asian nations.’’

Last November, Asiana financed the construction 70 homes and other urban improvements in a remote village in the Philippines. It has also donated more 40 homes to poor families in Vietnam since 2005.

"We offered relief goods to Thailand when Bangkok and nearby areas were hit by a massive flood in October 2011. We also delivered emergency supplies to residents of northeastern Japan when they were devastated by an earthquake and a tsunami,’’ the CEO said. "We would like to be a responsible corporate citizen on the global stage. I think our CSR activities have and will improve Korea’s image overseas.’’

Domestically, Asiana has helped children of low-income households and multicultural families. The company has also offered financial assistance to senior citizens who live alone.

The airline hosts a talent program in which employees teach children about how airplanes function and what work each type of airline employee does, among other things.

"We have been inviting children to our headquarters to give them a chance to experience what it is like to be a pilot and a flight attendant. We try to make them dream big,’’ Yoon said. "Asiana will continue to help those in need both at home and abroad to become a model corporate citizen in the 21st century.’’