Yuhan-Kimberly recently celebrated the 40th anniversary of its "Keep Korea Green" forest conservation campaign, which originated in 1984. Over the years, the campaign has grown into a model of corporate social responsibility based on cooperative governance, contributing to both societal and corporate advancement. To mark this milestone, Yuhan-Kimberly highlighted its accomplishments, including the planting of over 57 million trees across approximately 16,500 hectares of land domestically and internationally. The campaign has also been instrumental in creating around 170,000 jobs during Korea's financial crisis in 1997, showcasing its significant societal impact. The "Keep Korea Green" campaign was initially inspired by the environmental challenges arising from Korean industrialization in the late 1970s. This led Yuhan-Kimberly to develop long-term strategies focused on sustainable social contributions, with a particular emphasis on forest conservation due to forests' role as the foundation of the ecosystem. The campaign's enduring success can be attributed to its clear purpose, authenticity, and consistent implementation, along with collaborative efforts across various sectors. Furthermore, Yuhan-Kimberly's commitment to sustainable practices and social contributions has not only influenced corporate culture and business philosophy but has also garnered increased corporate trust and consumer preference. Looking ahead, the company aims to achieve 95 percent of its revenue from sustainable products by 2030 and plans to continue its focus on research and the creation of new forest models to promote the value of forests as biodiversity hotspots.