AIA Life holds K-pop concert for 7,000 at Kintex, donates W260m to charity

AIA Life Insurance held the "K-Pop Together, Give Together" concert Saturday at Kintex in Goyang, Gyeonggi Province, the company announced Monday. The event — the first to bring together five AIA entities from four countries, including Korea, Malaysia, the Philippines and Singapore — drew more than 7,000 employees, their families and customers.

AIA Group runs its "AIA One Billion" campaign, which aims to improve the physical health and mental well-being of 1 billion people across the Asia-Pacific region by 2030, in line with the company's mission of helping people live "healthier, longer, better lives." The concert was conceived as a way to contribute to participants' well-being through music and culture.

The show was hosted by Park Jae-min and Tiffany Young, with performances by Jinusean, ITZY, J.Y. Park, Chungha and Psy. Before the concert, a VIP lounge offered catering alongside a K-culture experience zone and a K-beauty zone, giving overseas attendees a taste of Korean lifestyle.

AIA Life also tied the event to community giving. About 1,000 guests were invited, including children with pediatric cancer and their families as well as youth aging out of the foster care system. The company donated a total of about 260 million won ($196,000) — roughly 160 million won to the nonprofit Together Sarangbat and 100 million won to the Korea Leukemia and Childhood Cancer Association, with ticket costs for the invited guests included in the total. In the Philippines and Singapore, AIA also carried out charitable activities in partnership with the Kythe Foundation and the Better Lives Fund, respectively.

AIA Life plans to expand its "AIA Only Experience" program into a platform called AIA WE (AIA Wellness & Entertainment), combining wellness and entertainment. The platform will offer differentiated experiences for customers, sales channel partners and employees, with a growing lineup of participatory programs.

"It is deeply meaningful and a source of great pride to have welcomed so many colleagues and AIA family members from across Asia to Korea," said Hwang Ji-ye, head of AIA Life's marketing division. "It was especially significant that we could share the joy of Korean culture with our overseas AIA family and extend that joy to the communities we are part of." She added that AIA WE would continue to deliver differentiated wellness and entertainment experiences by drawing on the company's strengths in Korea and its network across Asia.