Naver Happybean and CJ CheilJedang have relaunched their campaign this year to turn everyday purchases of mixed-grain rice into warm meals for children who lack consistent caregiving.
On the 20th, Naver Happybean (hereafter Happybean) announced that, together with CJ CheilJedang, it will introduce the "Hetbahn Share Edition Mixed-Grain Rice" and focus support on children in remote island and mountain communities who face care gaps.
Happybean and CJ CheilJedang have been supporting children affected by care shortages for 3 years through the "Share Hetbahn Campaign," which began in 2024.
"What matters most is that routine purchases can provide a warm meal to children in need," said Lee Mi-kyung, head of Naver Happybean.
She added, "We’ll keep collaborating with a variety of brands to help make everyday acts of giving a normal part of daily life."
Responding to strong interest from donors, Naver and CJ CheilJedang have exclusively produced and launched the "Hetbahn Share Edition Mixed-Grain Rice" as a product designed specifically for donation.
The Hetbahn packaging features a large heart and the Happybean character, intentionally turning the ordinary act of buying into a meaningful way to share and give.
Without any extra donation steps, Naver will direct 2% of sales revenue from purchases made in its brand store to support children experiencing care gaps.
In particular, CJ CheilJedang plans to donate a total of 400 boxes of the Share Edition mixed-grain rice to children in care gaps, including 10 community child centers in Geoje, South Gyeongsang Province—an area that receives limited outside support.
Buyers left supportive comments on CJ CheilJedang’s Naver brand store, writing things like, "I'm proud that a simple purchase can give someone a warm meal," and "I support Hetbahn for making everyday giving possible."
