Resort company takes pains to give back to communities

Casino-hotel complex supports education, culture and social enterprises


Since its founding in 1998, Kangwon Land has made social contribution a key part of its agenda, reflecting its mission of perking up the regional economy.

The company says its programs aim to revive lethargic former coal mining towns in southern Gangwon Province and promote co-prosperity with contractors that employ residents there.

Around 20 billion won ($17.6 million) is channeled into projects including educational support, culture centers and social enterprises every year, according to Kangwon Land. That accounts for nearly 16 percent of its revenue, which neared 1.27 trillion won last year.

The “High1 Bakery” is one of its major projects. The social enterprise was launched in March to help get former gambling addicts, company officials said.

A group of 16 people are currently learning necessary skills at Korea Hotel Technical College in Seoul, while continuing their rehabilitation programs. After one year of training, they will begin making and selling bread and other items at the bakery in the latter half of this year.

“The bakery, though small, is designed to help those who’ve lost vitality in their lives,” said Choi Hung-jip, chief executive of Kangwon Land, in a February interview.

“Social enterprises have become the major trend of corporate social responsibility. The 16 people will be living together here in a dormitory and be able to use a gym and other facilities.”

In 2008, Kangwon Land also set up a recycling social enterprise in the county. It is also supporting two other businesses, one hiring people with disabilities and the other promoting renewable energy, to be registered as social enterprises under the Ministry of Employment and Labor.

To improve education, Kangwon Land provides a combined 100 million won to revamp facilities and train teachers at two schools it selects in the region each year.

It also teamed up with a non-profit foundation to distribute books and promote reading among infants up to 2 years old. Multicultural families are among the most active participants, a company spokesperson noted.

In 2004, the resort complex launched a charity to systemize its social responsibility activities with a 4 billion won annual budget. The Kangwon Land Welfare Foundation carries out a multitude of programs to help the underprivileged, social organizations and groups and former coal workers suffering from pneumoconiosis, organizers said.

Employees and their families highlight the company’s social efforts. Seventy-five volunteer corps not only help with homebuilding and other labor jobs but offer specialized services such as judo lessons, free medical treatment and music performances, according to Kangwon Land.

“Our volunteer work is designed to keep in tune with isolated people in the community through themed services rather than providing simple labor,” a company official said.

About 64 percent of the firm’s 4,600-member workforce grew up in the region, he said. That includes 1,200 workers who manufacture goods or provide services for the company.

As part of its environmental efforts, Kangwon Land set up an energy department to boost eco-friendly recreation and conserve resources. Officials said they have reduced the use of individual heaters, lowered indoor temperatures and switched more than 27 percent of their lighting to light-emitting diodes in recent years.

In 2011, the firm became the first Korean resort operator to be listed on the Dow Jones Sustainable Index.

“We’re seeking to be an economically, socially and environmentally sustainable company that meets international standards. The listing is symbolic of our vision and represents the hope of our 4,600 employees,” Choi said.

To ease public concerns over the casino industry, Kangwon Land also operates an addiction care center to provide mandatory and voluntary consultation and therapy for frequent visitors.

Taking its efforts overseas, the company delivers sneakers to poor children in developing countries in collaboration with the United Nations Educational, Scientific and Cultural Organization’s Korean commission. At home, it backs the settlement of multicultural households.

Other social projects include an English speech competition, summer camps, personality education, mentoring, art exhibitions and music concerts for Gangwon dwellers.

“We are looking far ahead into the future for further social contribution efforts,” Choi said.

“We will review our key programs for education, culture, economic development and volunteering, and come up with additional measures to grow together with local society.”

By Shin Hyon-hee (heeshin@heraldcorp.com)