K-pop group ILLIT named honorary ambassador for rice consumption campaign

K-pop group ILLIT has been appointed as the honorary ambassador for a campaign to promote rice consumption in South Korea. The initiative, spearheaded by NongHyup Economic Holdings, aims to highlight the value of rice and encourage healthy eating habits, especially among younger demographics.

Leveraging their international popularity, ILLIT will engage in promotional activities designed to showcase the appeal of Korean rice to a global audience. The campaign kicks off this month with a variety of online and offline programs. A key event includes a rice-planting experience in Dangjin, South Chungcheong Province, where the members will participate in the cultivation process and learn about rice production.

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We hope this becomes an opportunity for future consumers to naturally experience the value of our rice and healthy eating habits.

Further activities include the operation of a mobile rice-serving unit called 'Haengbokmi Bobcha,' a photo campaign encouraging people to eat breakfast, and an SNS challenge for breakfast verification. A special content release is also planned to commemorate 'Rice Day.'

Kim Ju-yang, head of NongHyup's agricultural economy division, expressed hope that the campaign will provide a platform for future consumers to naturally experience the value of rice and healthy eating. He added that NongHyup plans to continue various campaigns to promote the excellence of rice both domestically and internationally.

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We will continue various campaigns to promote the excellence of rice both domestically and internationally.