JYP Entertainment’s organic cafeteria, which reportedly costs 2 billion KRW (approximately $1.5 million USD) annually to operate, has drawn attention for aligning with the company’s authentic ESG (Environmental, Social, and Governance) efforts. Their latest campaign emphasizes the importance of healthy food and sustainability, reflecting their commitment to genuine impact.

The initiative, titled ‘JYP 4 EARTH,’ launched in 2023, encourages activities for a better planet while promoting a sustainable society. Recently, the campaign gained traction with a cooking demonstration video featuring ITZY, one of JYP’s top groups, using organic ingredients.

In the video, ITZY members divided into teams and documented every step of the cooking process, from selecting and purchasing organic ingredients to cooking and tasting the dishes. A highlight was their collaboration with Hansalim Consumer Cooperative, a group known for producing and selling eco-friendly and organic products through online and offline channels under the philosophy that “producers and consumers are one.”

ITZY’s transformation into “chefs” added buzz to the campaign, which aligns with JYP’s ongoing pursuit of “healthy food” through their organic cafeteria. The cafeteria, which once gained public attention for its inclusion in TV entertainment programs, has left a lasting impression with its emphasis on high-quality, organic meals, supported by its substantial annual budget.

The ‘JYP 4 EARTH’ campaign has previously featured JYP artists like 2PM’s Jun. K, Nichkhun, and Wooyoung, further highlighting the company’s commitment to sustainability.

Meanwhile, ITZY has had an impactful year, releasing the mini album ‘Born to Be’ and completing their second world tour of the same name, performing 32 concerts across 28 cities worldwide. Last month, they released a new album, ‘GOLD,’ reaffirming their status as a K-pop top-tier group.