Making the World a Better Place with Smilegate Foundation Donation Platform 2024-03-29

Have Fun Donating, Volunteer with Purpose, and Grow Along the Way   

Making the World a Better Place with the Smilegate Foundation Donation Platform

Smilegate Foundation launched its donation platform, ‘Heemang Studio,’ in October of last year with the goal of offering more people a fun, meaningful way to donate, volunteer, and grow personally. On the platform, users can participate in a variety of programs, such as making donations, joining volunteer activities, writing reviews, giving kudos, and proposing new campaigns. These activities earn users experience points, which allow them to ‘level up’ and find fulfillment and enjoyment in the process. It’s a gamified approach to social contribution

On March 14, the Smilegate Newsroom met with three highly active donors on the Smilegate Foundation donation platform. These ‘donation heroes’ have made meaningful contributions through their steady donations and volunteer efforts: Kil Yoo-ji (Assistant Manager, SGE Planning Team), who reached the highest level on the platform; Lee Hyung (Director, SGH Integrated IP Management Office), who made the most donations; and Kim Sun-hyo (Manager, SGH Legal Support Team), who recorded the most volunteer hours. Each of them shares their unique perspectives on giving and how they’re working to create a better world through genuine generosity and committed participation.

FUNding

Lee Hyung, Director (SGH Integrated IP Management Office) | Over 10 million KRW donated (May 2017 – Dec 2023)

"What if we all made consistent donations for a better world?"

Q. What inspired you to start donating?

When I joined Smilegate, my first task was to work on branding the group’s social contribution foundation. That naturally introduced me to the world of social good, and through that work, I developed the desire to contribute personally—so I started donating.

Q. Smilegate Foundation provides feedback on the impact of donations. Is there a particular moment that stands out?

I particularly remember participating in a donation campaign for children with borderline intellectual functioning. These children often face developmental challenges and struggle with daily life compared to their peers. The campaign provided customized therapeutic programs to help boost their self-esteem and social skills. When I received a newsletter reporting that the children’s behavior had improved and they were becoming more comfortable in conversations with others, I felt deeply fulfilled.

Q. The platform emphasizes a community built on donor participation and feedback. What are the strengths of that model?   

The biggest strength is the active communication. Donors engage in public-interest campaigns to address social issues, sharing their experiences and exchanging feedback. Comments of encouragement help spread donation participation. The ‘Propose a Campaign’ feature also serves as a communication hub—it enables users to suggest donation ideas that others may not have thought of and to build new donation cultures through discussion. As members share diverse perspectives, better ideas emerge, expanding the programs. This cycle of positive feedback and communication is a core strength.

Another strength is that the platform helps donors learn more about the areas they care about and encourages them to explore new fields. The public-interest content on the site prompts donors to take a more active role in addressing social issues. Honestly, I didn’t know much about the psychology or circumstances of children with borderline intellectual disabilities before. But through participating in the campaign, I gained a deeper understanding. It really broadened my perspective on social contribution and helped me discover new ways to make a difference.

Q. You mentioned the ‘Propose a Campaign’ feature as a strength. Do you have an idea you’d like to share here?

I think it would be great to offer support for frontline volunteers who are working hard to solve social issues. Anyone who’s volunteered knows how difficult it is to sustain that effort. Sometimes, I send coffee coupons to the nuns at the Nazareth House in Suwon, whom Smilegate Foundation is partnered with. Even small gestures like that can make a big difference. I believe a program that continuously supports and cheers on these volunteers would be meaningful.

Q. Smilegate Foundation emphasizes ‘genuine giving.’ How does it differ from other social contribution organizations? 

At a previous job, I also participated in social contribution activities, but I was working in marketing then, and the purpose of those activities was more about promoting the company. That always made me uncomfortable—I felt there were limits to corporate social responsibility. But after joining Smilegate, my perspective changed. Seeing the company truly make a social impact helped me understand what ‘genuine giving’ really means. I even share Smilegate Foundation donation campaigns with my friends, and the participation rate is pretty high! (laughs) 

Q. What does donating mean to you?

To me, donating is like paying taxes. Taxes exist to redistribute wealth so that everyone in the community can live well together. Donations serve a similar purpose—they give someone else a better chance at life. That’s why I view donations as a kind of personal tax. If we all give what we can on a consistent basis, I believe we can help others live more enriched lives.  

HEALing

Kim Sun-hyo, Assistant Manager (SGH Legal Support Team) | 65 volunteering events, 411 hours (May 2017 – Dec 2023)

“I’m proud to be part of Smilegate, where so many colleagues are genuinely dedicated to social contribution.”

Q. What motivated you to start volunteering? 

I had always been interested in volunteering, but honestly didn’t know how to get started, so I never actively participated. After joining Smilegate, I finally got involved. Seeing volunteer opportunities posted on the company website made it easy to take that first step naturally.  

Q. What do you think is the biggest strength of the newly launched Heemang Studio donation platform?

Its accessibility is a huge strength. The Heemang Studio platform incorporates gamified elements that reflect Smilegate’s identity as a game company. For example, when users participate in donation programs, their ‘level’ increases. The more you donate or volunteer, the more you level up. This game-like approach makes it fun and engaging, and I think that donor-friendly design really sets it apart.

Q. You’ve participated in the ‘CSR Membership’ volunteer program at Smilegate Foundation. What kind of activities have you planned, and what do you prioritize when designing them? 

 I’ve designed volunteer programs focused on children—like taking kids from welfare centers to amusement parks and running after-school programs for children of migrant workers. When planning these activities, I believe it’s essential to stay focused on the beneficiaries. Sometimes, volunteer work is organized from the volunteer’s perspective, which can feel condescending or even burdensome to those receiving help. That’s why I always try to think about what the beneficiaries genuinely want or need when planning programs.

Q. Have you experienced any personal changes through volunteering?  

Honestly, I didn’t really like children before I started volunteering. But through these experiences, I’ve come to deeply understand them, and my perception of kids has completely changed. The same goes for stray dogs—I didn’t used to see why helping them mattered. But through volunteering, I realized how important animal welfare really is. Volunteering in various areas really helps change the way you see the world and the people—or animals—in it. 

Q. While planning and participating in volunteer programs, have you felt the authenticity of Smilegate Foundation’s donation culture?

Absolutely. When we organize these volunteer programs, we recruit participants internally. At first, I always wonder if enough people will sign up—but we almost always go over capacity. It makes me proud to see how many people at our company are eager to volunteer. I also feel grateful that Smilegate actively supports these programs for donations and volunteering.

Q. Do you have a new volunteer idea you’d like to propose through the ‘Propose a Campaign’ feature?

I recently saw a news segment about a child who had aged out of care and died by suicide. They were reportedly under severe mental distress. That made me think it would be valuable to have a program that offers mental health support for these youth. For example, what if we created a program that connects aged-out youth with abandoned animals? When kids in care facilities turn 18, they’re forced to leave and live on their own, which can be incredibly lonely. Giving them the chance to care for a stray dog or cat might provide the emotional support they need. I believe having someone—or something—to love gives you the strength to keep going. 

Q. What does donating mean to you?

To me, donating is a way of life. I don’t think of volunteering or donating as something you do only on special occasions—it’s something that should be part of your everyday routine. That’s why giving has become a natural part of my life.

LEVEL

Kil Yoo-ji, Associate Manager (SGE Planning Team) | Level 44, 280 donation and volunteer activities (May 2017 – Dec 2023)

“Leveling up through donation and volunteering—it really makes me feel like I’m growing.”

Q. When did you start donating?

I had already been donating before I joined the company. But personally managing donations means you have to research and find places to give, which can be a hassle. Now, I really appreciate that the company provides a platform that allows me to consistently donate and volunteer.

Q. What do you think is the biggest strength of the donation platform launched last October?

I think the biggest strength is how it continuously motivates donors. When you log into the platform, your level and progress gauge are clearly displayed as a visual graph. Looking at that, it makes you want to keep participating in donations or volunteering to level up. It feels rewarding—like you’re personally growing. 

Q. You mentioned the gamified donation format as a highlight. What was the most fun moment for you?

When I hit the number one level on the donation platform! (laughs) I’ve played a lot of games in my life but never reached the top rank. It was a unique experience. At the same time, I hope others surpass my level—having more high-level users would make things even more fun. On the Heemang Studio platform, you can level up through daily check-ins, comments, and submitting campaign ideas. I hope more people get involved and enjoy it. 

Q. You’ve participated in 280 donations and volunteer activities. Are there any that were particularly memorable?

Smilegate Foundation runs a program called Smile House, which provides holistic support for underprivileged children to become independent. One of the long-term projects is called “Smile Donor,” where you’re matched with a child and continue to build up a donation fund until they’re ready to live on their own. Children in care facilities usually age out at 18 and receive some government support, but it’s often not enough for full independence. That’s where the extra funding can really help.  

I once supported a child through Smile Donor and asked them what they needed as they prepared to move out. They mentioned needing some basic household items, so I sent over some supplies. Later, I got a message through Smilegate Foundation saying they were really helpful and appreciated. Seeing someone I was rooting for feel proud of their progress—that moment stayed with me. 

Q. Have you personally experienced the authenticity of Smilegate Foundation’s donation culture? 

In my early days at the company, I participated in a few Smilegate Foundation programs and could immediately sense how sincere the company was about social contribution. The way they continuously and systematically support beneficiaries to help them grow and give back to society—it felt very genuine. I’m proud to work for a company that not only makes great games but also leads in social contribution. 

Q. Do you have any new volunteer ideas you'd like to propose on the platform?

I often think about new ways to give. Lately, I’ve thought it would be great to have a program that enables donations tied to everyday milestones—like birthdays, anniversaries, or memorial dates. If we could set up automated donations on those occasions, I think it would improve accessibility and make giving feel even more natural. 

Q. What does donating mean to you?

It’s a part of my daily life. I start my day by checking the Heemang Studio platform website to see if there are any new donation programs, and I end my day looking for updates from the causes I support. My mornings and evenings both begin and end with Heemang Studio.