Reports
topics
Environment, Social Enterprise / Impact Investing
economies
Korea
By
Centre for Asian Philanthropy and Society

Turning New Leaves

TreePlanet: Changing attitudes toward forestation in South Korea

Tech-savvy social enterprise TreePlanet leverages growing environmental awareness, current cultural obsessions, and high internet productivity to develop profitable products and services that are designed to get consumers engaged with environmental causes.

“We are a tree-planting company,” said Kim Hyungsoo, co-founder and chief executive officer of TreePlanet. Since 2011, the small enterprise has used revenue from various sources — mobile game advertising, product licensing, and crowdfunding — to pay for forestry initiatives that have resulted in the planting of more than half-a-million trees across working orchards, anti-desertification projects, and urban parks. But Kim’s literal description of his company belies its true purpose — TreePlanet is, in fact, a project in raising awareness. As important, if not more so, to funding forestation projects is the goal of changing the attitudes of its customers, which TreePlanet does by facilitating a personal affiliation with forestry projects.

Download the full report
By Ross O’Brien for the Centre for Asian Philanthropy and Society
Download the full report
By Ross O’Brien for the Centre for Asian Philanthropy and Society

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