Porsche Korea announced that it will expand its social contribution campaign “Porsche Do Dream” into 10 programs across 5 fields in celebration of its 10th anniversary this year.
Entering its eighth year, “Porsche Do Dream” has continuously achieved meaningful results through programs tailored to various challenges faced by Korean society, in line with the brand’s vision of being a brand for dreamers. To date, Porsche Korea has donated a total of 7.63 billion won, supporting 118 organizations and over 31,417 individuals in realizing their dreams.
This year, in honor of the 10th anniversary of Porsche Korea, the company plans to introduce 10 programs across five key strategic areas of social contribution: education, sports, culture, environment, and society. This initiative aims to contribute to the sustainable development of Korean society and to provide opportunities for future generations to grow and realize their dreams, with a total donation of 1.75 billion won.
Sports
This year, for the first time, a new program in the “Sports” sector will be introduced. The “Porsche Turbo for Dream – Soccer (tentative title)” will focus on discovering and supporting promising young football players in Korea. In collaboration with the International Sports Exchange Association (ISEA), the program will conduct domestic and international football camps, allowing participants to interact directly with coaching staff from VfB Stuttgart, going beyond traditional training.
Culture and Arts
In the “Culture and Arts” sector, Porsche’s brand identity representing tradition and innovation will be reflected. Support will expand to encompass not only Korea’s unique past heritage but also pure arts, including ballet and emerging art sectors.
Firstly, in collaboration with the Green Umbrella Foundation, Porsche will introduce the “Porsche Turbo for Dream – Ballet (tentative title)” program, providing opportunities for talented individuals from vulnerable backgrounds as well as students majoring in dance to participate in overseas training. Various ballet camp programs, including workshops on ballet techniques and modern dance with world-renowned ballet companies, as well as watching rehearsals, will be supported in Stuttgart, Germany.
Together with the Korea Cultural Heritage Foundation, the project “Porsche Future Heritage,” which supports the transmission of national intangible heritage, will continue to create an environment for the preservation of national heritage. The arts sector will further specialize in supporting emerging artists. Porsche will launch “Porsche Frontier” in collaboration with the Seoul Foundation for Arts and Culture, establishing a new award category for the purity arts awards known as the “Seoul Arts Prize,” supporting the discovery of outstanding works and performances. Furthermore, support for start-ups fostering the cultural and artistic industry will help to build infrastructure for sustainable artistic creation.
Support will also continue for emerging artists in Korea through Porsche’s global art campaign “Dreamers on.” Porsche will partner with the upcoming “Zoom-In” special exhibition at the KIAF (Korea International Art Fair) in April, the first of its kind in Korea. Collaborations with the artist Jen Park, the winner of the Porsche Special Award at KIAF 2023, will include the creation of a Taycan art car and other projects, providing opportunities for collaborations between emerging artists and corporations even after the exhibition to enhance developments in the art sector.
Education
In the “Education” sector, Porsche will continue its flagship sponsorship program “Dream Up,” established in partnership with the Green Umbrella Foundation for future generations. Notably, additional scholarship support of 280 million won will be provided for 75 outstanding students in various fields, including talented individuals in sports and arts, those preparing for employment with professional qualifications, and low-income groups. The “Dream Playground” initiative, which supports the construction of indoor sports facilities for students, will also continue.
Environment
Porsche Korea is expanding its program in the “Environment” sector, emphasizing the importance of ecological sustainability. The new program “Urban Green Space (tentative title)” will be introduced in collaboration with the Seoul Green Trust, aiming to strengthen biodiversity conservation through the reorganization of aging parks. Additionally, the urban beekeeping project “Believe in Dream” will continue, along with systematic support for the establishment of environmentally friendly ecological learning spaces in schools through public-private partnerships with “Dream Circle.”
Society
Moreover, Porsche Korea continues the “Dream Smart Eye” initiative, a technological solution for preventing traffic accidents in school zones, which is now in its third year.
Holger Geermann, CEO of Porsche Korea, stated, “The continuous growth of Porsche Korea over the past ten years is due to the love and interest of our domestic customers and fans for the brand. This year marks a special year for us as we celebrate our 10th anniversary, and we plan to expand our social contribution programs to allow more dreamers to participate, laying the foundation for another promising decade ahead.”
In addition, Porsche Korea received recognition for its social contribution efforts in Korea, having been awarded the Seoul Mayor’s Special Commendation in 2019 as the first imported car brand, receiving the ‘Art Patron of the Year’ award in 2021, and with CEO Holger Geermann being selected as an honorary citizen of Seoul in 2023. This reflects Porsche Korea’s commitment and strong ties to the local community, symbolizing its role as a partner in society as an iconic brand.
By Sang-Jin Lee (daedusj@autodiary.kr)