AIA Life Korea hosted a K-pop concert in Goyang, Gyeonggi Province, on Friday, drawing about 7,000 attendees from Malaysia, the Philippines and Singapore, according to the insurer.
Held at KINTEX under the title “K-Pop Together, Give Together,” the event brought together customers, employees and business partners from five AIA entities across four markets: AIA Life Korea, AIA Premier Partners, AIA Malaysia, AIA Philippines and AIA Singapore.
Nearly 900 participants traveled from overseas, joining almost 3,000 attendees from AIA Premier Partners and the insurer’s wider Korean network. Some visitors from Malaysia and the Philippines earned invitations through sales campaigns, while others attended through customer programs.
The concert featured performances by Jinusean, ITZY, J.Y. Park, Chung Ha, and PSY, with Jae Min Park and Tiffany Young hosting. Attendees also took part in Korean food, beauty and lifestyle activities.
The gathering formed part of AIA Wellness & Entertainment (AIA WE), an initiative combining cultural events with customer engagement and sales incentives across the insurance group’s Asian operations.
Beyond its customers and business partners, the company invited nearly 1,000 people through community outreach programs, including pediatric cancer patients and their families, as well as young adults preparing for independent living.
AIA Life Korea provided approximately 260 million won ($196,000) in charitable support, including the value of donated tickets, benefiting Share the Love and Childhood Cancer Korea. Its Philippine and Singaporean operations also supported local organizations, including the Kythe Foundation and AIA Singapore’s Better Lives Fund.
“It is especially meaningful to share the excitement of Korean culture with our overseas AIA family while extending the joy to the communities we serve,” said Hwang Ji-Ye, chief marketing officer of AIA Life Korea.
yejinlim@heraldcorp.com