KB Financial Group (105560.KS) has unveiled a new advertisement featuring the Choi Family of Gyeongju, a household widely regarded as a symbol of Korea's "noblesse oblige," to highlight the values of "productive finance" and "inclusive finance."
According to KB Financial on Wednesday, the advertisement centers on two precepts from the Choi family's "Yukhun," or Six Family Teachings: "Do not accumulate wealth beyond 10,000 seok" and "Ensure no one starves within a 100-ri radius." The Choi Family is known as a clan that grew together with its local community by sharing wealth with neighbors rather than monopolizing it beyond a certain level.
KB Financial connected this legacy to the role of modern finance. The group said the advertisement carries the message that finance should grow together with society through productive finance, which supports the growth of innovative companies and startups, and inclusive finance, which helps small business owners and financially vulnerable groups achieve self-reliance.
"The reason the Choi Family was respected lies not in the size of their wealth but in their attitude toward it," a KB Financial official said. "As a financial group that grows together with the people, we will continue to practice productive and inclusive finance."
