As the world increasingly embraces sustainability, JobKorea and Albamon have stepped up their game with a vibrant new ESG campaign targeting university students across South Korea. Announced on June 4, 2025, this initiative, known as the 'Café DREAMZ' tour, creatively blends environmental responsibility with youthful energy, inviting students to participate in an upcycling event that transforms what could have been waste into cherished, personalized reusable bags.
The 'Café DREAMZ' program is more than just a promotional tour; it’s a heartfelt effort to support busy university students juggling academics, part-time jobs, and job hunting. The campaign sends a coffee truck to universities selected through an online pre-voting system, offering free drinks and branded goods to provide a refreshing break and encouragement. Last year alone, the tour visited 50 campuses, engaging over 25,000 students. This year, the initiative has expanded ambitiously to 60 universities, aiming to connect with even more of Gen Z.
What sets the 2025 tour apart is the addition of an innovative ESG program that invites students to get hands-on with sustainability. Central to this is the 'Lucky Bag Born from Mistakes' event, where 25,000 reusable bags—originally destined for disposal due to minor printing errors—are given a second life. Students decorate these bags with stickers and personalized messages, turning imperfections into unique, one-of-a-kind items. This creative upcycling not only prevents waste but also symbolizes a positive outlook on mistakes, encouraging students to see errors as opportunities for growth.
Lim Seon-yang, head of JobKorea's Strategic Marketing Team, explained the deeper meaning behind the campaign: "The event where we cover printing errors on reusable bags with stickers carries a message of encouragement for youth who will face and overcome many mistakes in life. It also serves as a moment to think about the environment we live in." She emphasized that JobKorea and Albamon, as leading HR tech platforms, are committed to organizing events that genuinely support young people.
The campaign kicked off in early June at Hanyang University in Seoul, where the event drew enthusiastic participation from students. Oh Seo-yoon, a graduate student in Tourism at Hanyang University, shared her impression: "It was impressive to see bags that were about to be discarded reborn through this meaningful event. It gave me the sense that this company truly cares about the environment. The decorating trend popular among Gen Z made the event fun and engaging." Such testimonials highlight how the campaign resonates with its target audience, blending environmental consciousness with contemporary youth culture.
Beyond the bag decoration, the 'Café DREAMZ' coffee trucks promote sustainability by encouraging the use of personal tumblers and providing biodegradable straws alongside beverages. This reflects a broader commitment by JobKorea to integrate ESG principles into its operations. The company has implemented server virtualization to reduce its carbon footprint, mandated personal tumbler use among employees, operates a zero-disposable-cup company café, and participates in plogging events at Han River Park, where employees collect litter while jogging.
JobKorea’s approach draws inspiration from various successful upcycling and eco-friendly consumption trends. These include IKEA’s limited sales of bags with spelling errors, subscription services delivering "ugly" but perfectly edible agricultural products, and the growing market for B-grade kitchenware with minor imperfections. By adapting these ideas, JobKorea and Albamon have crafted a campaign that not only raises awareness but actively involves students in sustainability practices.
The campaign also serves as a motivational platform, encouraging young people to reframe their view of mistakes. The act of transforming flawed bags into treasured items symbolizes resilience and creativity, qualities essential for navigating the challenges of early adulthood. This message aligns with the companies’ broader goal of providing authentic encouragement to youth, supporting them both personally and professionally.
Prizes were awarded to participants who decorated the lucky bags on-site, adding an element of excitement and reward to the experience. The campaign’s success at Hanyang University suggests a strong appetite among students for initiatives that combine social responsibility with personal expression.
Looking ahead, JobKorea and Albamon plan to continue expanding their ESG efforts, using their platforms to foster sustainable habits and support the younger generation. Lim Seon-yang concluded, "We hope this campaign will be a meaningful step for youth to reflect on their mistakes positively and consider the environment seriously. As the number one HR tech platform, we will keep creating sincere events that truly encourage young people."
In a world grappling with environmental challenges, the 'Café DREAMZ' tour stands out as a creative and impactful campaign. It not only breathes new life into discarded items but also inspires a generation to embrace sustainability and resilience. For students balancing the pressures of modern life, this campaign offers a refreshing pause—a chance to recharge, reflect, and reimagine both their belongings and their futures.
