The film 'Hero', which depicts the life of independence activist Ahn Jung-geun and was released late last year, surpassed 1 million viewers in just eight days. According to the Korean Film Council's integrated ticketing network, 'Hero' has attracted approximately 1.67 million viewers as of the 2nd. The immense popularity of 'Hero' in theaters is likely not simply due to its entertaining plot. The year 2023 marks the 78th anniversary of liberation, and even after decades, the blood and sweat of independence activists continue to deliver profound inspiration. The story of Ahn Jung-geun strikes a chord with the Korean people, much like the 2016 film 'Dongju', which portrayed the story of poet Yun Dong-ju and drew 1.17 million viewers.

From this perspective, KB Kookmin Bank's 'Daehan Lived' campaign is a highly meaningful approach. Since 2019, KB Kookmin Bank has been highlighting the independence movement, drawing attention through actions such as releasing related music tracks. A KB Kookmin Bank official stated to this newspaper, "We select and introduce independence activists whose names are known, but whose achievements are not widely recognized." Hidden stories of figures such as independence activist Jo Myeong-hwa and scholar Ju Si-gyeong have been widely shared through the bank's channels.

This serves as an opportunity for KB Kookmin Bank's corporate social responsibility activities to stand out, and it allows for the analysis that KB Kookmin Bank's unique style of ESG contains a moving 'message' that transcends time. In an era where ESG (Environmental, Social, and Governance) management is highly valued, companies are increasingly focusing on sustainable business practices. Even without immediate, tangible results, ESG can create significant synergy with existing business sectors.

KB Kookmin Bank's approach to social contribution differs from the ESG initiatives of typical corporations. It offers a refreshing approach by not merely promoting its own products or services, but by prioritizing and conveying the theme of the independence movement—a subject the public ought to know. In particular, these actions resonate more deeply because they are undertaken by a bank bearing the title 'Kookmin' (National).

The film depicting the life of independence activist Ahn Jung-geun continuously heating up the box office delivers a message of hope. Going beyond the saying, "A nation that forgets its history has no future," now is the time to say, "A nation that remembers its history can face an even greater future."

▶ Finish at Once - Danbak Tip-Off ▶ 'Beagle Talk' Made with Video CBC News | Reporter Kwon Oh-sung kos@cbci.co.kr