HiteJinro, a leading South Korean beverage company, announced today the successful completion of its fourth coastal cleanup initiative at Dakmeoreu Beach in Jeju’s Jochun-eup. This ongoing project, launched in 2020, is part of the company's broader commitment to environmental sustainability and marks a significant milestone as HiteJinro celebrates its 100th anniversary.

Over 100 volunteers, including HiteJinro employees, local organizations, students, and teachers, participated in the cleanup efforts throughout the year, collecting over 550 kilograms of marine debris. Notably, the September cleanup, timed to coincide with the company's centennial celebration, expanded its scope to include underwater debris removal in collaboration with the Korea Coast Guard and the Jeju Underwater Leisure Association.

Beyond coastal cleanups, HiteJinro has been actively involved in community outreach programs. The company partnered with the Ara Community Welfare Center in Jeju to support local environmental initiatives and has been donating essential goods to the community since March 2022.

“The marine debris problem is an urgent issue that cannot be ignored,” said Kim In-kyu, CEO of HiteJinro. “We are committed to making our coastal cleanup initiative a cornerstone of our ESG activities. Moving forward, HiteJinro will continue to expand its community-based environmental initiatives, such as the coastal cleanup project, to create a cleaner and healthier environment.”

As part of its centennial celebrations, HiteJinro has undertaken a series of environmental projects, including the "Clean Seas" and "Clean Rivers" initiatives. These efforts go beyond simple waste collection and aim to foster a deeper understanding of environmental conservation within the community. By actively engaging with local stakeholders, HiteJinro is setting a new standard for corporate social responsibility.