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| Popular YouTuber Agent H, right, donates 182 million won, together with E-Land, to 100 individuals of national merit at E-land's headquarters in Seoul, June 2. Courtesy of E-land |
By Kim Jae-heun
Targeting millennials, fashion and retail firm E-land is making an effort to create a new giving culture in collaboration with YouTubers. The company aims to raise awareness about the principle of charity and encourage people to give via inspirational online content.
E-land started the donation project with popular YouTubers, such as Agent H with his channel, "Mission Possible," and Heukwoonjang with "Blacktube," last September. The company's most successful content has had over 10 million views and 40,000 comments.
E-land said the charity project was somewhat different from those of others that merely introduce people to certain social issues and encourage them to donate.
YouTubers will provide the content and fan base, while the retail company will offer its fulfillment centers. For example, Agent H designed a hat and E-land produced it in large quantities for sale via its retail channels. All the profits from the hat were donated to individuals of national merit.
Agent H is a former member of the military's Underwater Demolition Team (UDT), also known as a Korean Navy SEAL. The YouTuber had over 864,000 subscribers as of June 2.
E-land provided Agent H with a list of 100 individuals of national merit who are in desperate need of help. Agent H donated a total of 180 million won himself to the causes and publicized the whole donation process through his YouTube channel.
Another YouTuber, Heukwoonjang, produced a facial mask in collaboration with E-Land Retail's private brand, "O Price," donating all the profits made in first three months.
"We are creating a new format for charitable giving in helping YouTubers see their creative ideas realized in donations or use their talent for good. E-land will continue to encourage people to participate in these kinds of charity projects, as well as seek sustainable change, and not just donate money through foundations," an E-land official said.
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