A CSR communication project by Korea Tourism Organization in Vietnam that delivered support and encouragement to frontline medical workers during COVID-19 through donation activities, emotional storytelling and a cross-cultural music video
CASE STUDY
How Korea Love Box turned a tourism brand’s message of friendship into a meaningful CSR campaign during Vietnam’s COVID-19 fight.
During the COVID-19 pandemic, KTO needed to show solidarity with Vietnamese people while maintaining a meaningful emotional connection beyond tourism promotion. The challenge was to create communication that felt sincere, culturally sensitive and supportive to frontline medical workers.
The campaign combined real donation activities with emotional storytelling under the message “Give love, give strength.” Korea Love Boxes were delivered to frontline hospitals, while the MV “Way Back Home” helped extend the campaign message through music, Korean–Vietnamese artist collaboration and social sharing.
1,000 Love Boxes delivered 1B+ VND Donation value 6 Hospitals Supported in Hanoi & HCMC 12+ Artists Cross-cultural MV collaboration
Process
Define content roles for each channel and adapt Koreno’s Korean noodle identity into locally relevant food, lifestyle and entertainment angles.
Develop Vietnamese and Khmer-friendly content directions, balancing product education, food cravings, trend moments, recipes and promotional communication.
Use owned channels to support product launches, QR code activities, campus activations, KOL/KOC content, TikTok challenges and always-on engagement.
Monitor post performance, audience reactions, platform trends and market feedback to refine content formats, posting rhythm and engagement tactics.
Key visuals
My role
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