Dongsuh Food supporting arts

Flutist Jasmine Choi, left, performs with Munui Elementary School Orchestra in Cheongju in a cultural event organized by Dongsuh Food, in this Oct. 29 file photo. The company donated musical instruments for the small orchestra as a part of its social contribution program. / Courtesy of Dongsuh Food

By Yoon Ja-young

Since its foundation in 1968, Dongsuh Food has contributed to the rise of a new culture in Korea ― drinking coffee. Nowadays, the company’s Maxim Mocha Gold coffee is seen in many homes and offices where many Koreans start their day with a cup of coffee.

On top of its efforts to provide better coffee for consumers, the company has been supporting culture and the arts which are as pleasing as the aroma of coffee.

Dongsuh Food has been organizing the Dongsuh Coffee Classic Concert for local communities and to contribute to the country’s classical music scene. The free concert has presented top musicians of the country every autumn since 2008.

This year’s concert was held in Cheongju, where flutist Jasmine Choi ― who served as the principal flute for the Vienna Symphony Orchestra ― and pianist Paik Hae-sun demonstrated the essence of classical music with the Cheongju Philharmonic Orchestra.

The Dongsuh Literature Award is a gateway that the company opens for female writers. A number of Korean female writers debuted through this award given every two years.

Not only housewives, but also women from diverse ages and occupations have realized their long-time dream of becoming writers. Last year, a total of 18,957 pieces were submitted for the award, demonstrating the significance the award has on the country’s literary scene.

Dongsuh has been holding diverse programs for the public interested in literature as well. Its Mentoring Bulletin Board program provides online editing services for those wishing to upgrade their writing. Offline, they can meet professional writers through Dongsuh’s Mentoring Class program. The company also organized a tour program with Kim Hong-shin, where participants traveled to Tongyeong and Geoje with the writer.

“Just like the aroma of coffee spreading around, we wish to share the literature and arts with those who are in need,” a spokeswoman for Dongsuh Food said. “That’s why we have been focusing on diverse support programs.”

The company has been donating musical instruments to young musicians as well as organizing mentor programs for them. Most recently, Dongsuh donated flutes, clarinets and cellos to the Munui Elementary School Orchestra in Cheongju, and the orchestra had the chance to perform with Jasmine Choi.

The Maxim Heritage Campaign, meanwhile, aims at promoting Korea’s cultural heritage. Dongsuh has been printing the country’s cultural assets on the packaging of its Mocha Gold instant coffee mix, after signing an MOU with the Cultural Heritage Administration in April.

Dongsuh has been organizing the country’s top “baduk,” or Go competition, since 1999, where professional Go players compete for a 50 million won award. It has also been donating books to elementary schools in rural areas, on top of offering cultural events. The company has been running a scholarship program since 1993 as well.