On June 19, 2025, Kakao Pay made a significant contribution to forest fire prevention efforts in South Korea by donating 100 million KRW to support safety equipment for the forest fire prevention and suppression teams. The donation ceremony took place at Kakao Pay’s office in Pangyo, Gyeonggi-do, with key figures such as Yoon Geun-in, the chairman of Kakao Pay’s Environmental, Social, and Governance (ESG) Council, and Kim In-kwon, standing director of the Baboinanumu Foundation, in attendance.
This donation is part of a larger fund totaling approximately 110 million KRW, which was raised in collaboration between Kakao Pay and the Baboinanumu Foundation. The fundraising campaign, which ran from April 30 to June 16, 2025, included a social contribution platform called 'Kakao Gatchi' and saw active participation from citizens who contributed over 10 million KRW. The funds are earmarked to provide high-quality safety gear to around 200 members of the forest fire prevention and suppression team, primarily operating in Gangwon Special Self-Governing Province, one of South Korea’s most fire-prone regions.
The timing of the campaign was symbolic, aligning with 'World Firefighters' Day' on May 4, 2025. On this day, Kakao Pay launched a support campaign to honor the forest fire prevention and suppression teams who had been actively engaged in battling large-scale wildfires in the Yeongnam region. The campaign drew widespread support, with participants leaving messages that expressed deep respect for the courage and perseverance of the suppression teams working silently amid urgent disaster situations.
Gangwon Province, the primary beneficiary of this initiative, holds a critical place in South Korea’s forest fire landscape. Since 1995, it has recorded the largest area of forest fire damage, making the role of the forest fire prevention and suppression teams crucial not only for fire prevention but also for post-fire recovery and ongoing suppression efforts. The teams are responsible for preventing fires, extinguishing active flames, and managing residual embers to prevent flare-ups.
To ensure the support is practical and effective, Baboinanumu conducted a detailed demand survey before finalizing the equipment package. The foundation assembled a set of four essential safety items that meet the National Fire Protection Association (NFPA) certification standards. This set includes specialized helmets designed for forest fire suppression, fireproof hoods, protective goggles, and fire-retardant gloves. These high-performance items are critical for protecting the suppression team members as they face dangerous and unpredictable conditions on the front lines.
Kim In-kwon, standing director of the Baboinanumu Foundation and also a priest, expressed heartfelt gratitude for the support, saying, "Thanks to Kakao Pay and everyone’s encouragement, we are able to assist the forest fire prevention and suppression teams who are on the front lines of preventing and extinguishing fires. We will do our utmost to ensure that the necessary equipment is delivered properly to the field." His remarks underscore the importance of community and corporate partnerships in tackling environmental disasters.
Yoon Geun-in, chairman of Kakao Pay’s ESG Council, highlighted the meaningful nature of this project, emphasizing that the fund was created with people who deeply empathize with the suppression teams' hard work. He stated, "The significance of this project is great because we raised the fund together with those who share a deep understanding of the suppression teams' efforts. Kakao Pay will continue to foster beneficial flows and engage in various symbiotic activities as a company that communicates with local communities and creates a virtuous cycle with its users."
Kakao Pay’s commitment to social responsibility extends beyond this donation. The company has been actively involved in various community support initiatives, including campaigns to help small business owners, digital financial education programs, tree planting efforts in forest fire-damaged areas, and providing communication fee support for vulnerable youth. These efforts align with the broader Kakao Group slogan of "Closer, Kakao," reflecting a corporate philosophy geared toward coexistence and mutual growth.
The public response to the forest fire prevention and suppression team support campaign was notably positive. Many participants in the campaign left comments applauding the bravery and endurance of the suppression teams. Messages such as "I deeply respect the courage and patience of the forest fire prevention team members who work silently in the urgent disaster situation of forest fires," "Thanks to Kakao Pay, I am grateful to be able to offer even a small help," and "I hope the suppression team members who lead the way for everyone’s safety will not get hurt," were common. This outpouring of support highlights the public’s recognition of the critical role these teams play in safeguarding lives and ecosystems.
Technically, the equipment supplied to the teams is designed to meet rigorous standards. The NFPA certification ensures that the helmets, hoods, goggles, and gloves offer reliable protection against the intense heat, smoke, and physical hazards firefighters face. This investment in quality gear is expected to enhance the safety and effectiveness of the teams as they continue to combat forest fires, which remain a recurring challenge in regions like Gangwon.
As forest fires grow increasingly frequent and severe worldwide due to climate change and other factors, the importance of well-equipped and well-supported firefighting teams cannot be overstated. Kakao Pay’s initiative demonstrates how corporate social responsibility can make a tangible difference in disaster preparedness and response. By mobilizing both corporate funds and citizen contributions, the campaign exemplifies a model of community engagement and partnership that could inspire similar efforts elsewhere.
Looking ahead, Kakao Pay has pledged to maintain and expand its community-focused activities. The company’s multifaceted approach to social contribution—ranging from supporting small businesses to aiding vulnerable populations—reflects an understanding that sustainable corporate success is intertwined with the health and resilience of the communities they serve.
In a world where natural disasters can strike suddenly and devastate entire regions, the collaboration between Kakao Pay, Baboinanumu, and the citizens who contributed to this fund stands as a beacon of solidarity and proactive care. Their combined efforts will help ensure that the forest fire prevention and suppression teams in South Korea are better protected and better equipped to protect the environment and people.
