Namyangju City in Gyeonggi Province announced Thursday that donations to its hometown love donation program surged approximately sixfold (595%) year-on-year following its "2026 Lunar New Year Hometown Love Donation Event."
According to the city, the event held from February 1 to 18 generated 211 donations totaling approximately 20.94 million won. This represents a 559% increase in donation count and 595% increase in donation amount compared to the same Lunar New Year period last year.
Notably, small donors contributing 100,000 won or less—eligible for full tax deductions—accounted for over 90% of all participants. The city analyzed this as evidence that donation culture is spreading among the general public.
The city attributed the success to its strategic "donor-customized management" approach. Last year, the city sent thank-you letters to 1,001 donors to strengthen donor relations. During the event period, it also ran a "New Year's money event" offering additional gifts worth 10,000 won to all donors.
As a result, 31.8% of existing donors participated in repeat donations, demonstrating high loyalty.
Donors residing outside Gyeonggi Province, including Seoul and Incheon, accounted for 56.8% of participants. This indicates that Namyangju's hometown love donation program has achieved nationwide recognition.
Among return gifts, Namyangju Love gift certificates were most popular at 66.2%, followed by Meokgol pears (12.8%), honey (5.0%), and pressed pear juice (4.0%).
The city plans to recruit additional return gift suppliers to expand popular food items such as Korean beef (hanwoo) and premium rice in response to donor demand.
Going forward, the city will establish quarterly events as a regular practice to strengthen bonds with donors. It will also diversify promotional and fundraising channels by attracting private platforms. The city plans to actively develop "Namyangju-style fund projects" that allow donors to feel a sense of reward.
Meanwhile, the city plans to hold its Return Gift Selection Committee and Fund Management Deliberation Committee meetings in March to accelerate operations of the 2026 hometown love donation program.