Koreans value their face as much as their practical interests

And the sticker was used to take advantage of the customers’ psychology

The small change created a significant butterfly effect. The changes in the consumers transformed the dynamics of competition among the suppliers. Companies that once competed only with price began participating in the campaign, and the number of participants grew from 10 to 264. Sales of participating companies increased by an average of 7.7% and 28 million people participated in the first year collecting over 3.2 billion won. The donated money helped 106 children successfully beat cancer. The market once dominated by price competition became the world’s largest donation market. Even today, the campaign continues help young cancer patients.