Busan names Daesun Distilling first ‘Life Respect Practice Company’ in suicide prevention campaign

(Photo by City of Busan/courtesy of Haps Magazine Korea)

Busan has selected Daesun Distilling as the city’s first officially recognized “Life Respect Practice Company,” launching a new public-private campaign aimed at spreading suicide prevention messages through everyday consumer products.

An official certification ceremony was scheduled for April 30 at Busan City Hall, marking the first corporate partnership since the city declared 2026 its “first year of life respect” in response to rising suicide concerns.

As part of the initiative, Daesun Distilling will print Busan’s “Are You Okay?” mental wellness message along with a QR code linking to a self-check mental health screening on 500,000 bottles of its flagship liquor products.

Officials say the campaign was intentionally designed around alcohol packaging after studies showed a significant portion of suicide deaths occur while individuals are under the influence of alcohol.

Beginning in May, approximately 150,000 bottles will be distributed to restaurants and bars, while another 350,000 bottles will enter home retail channels, allowing the message to reach residents during ordinary daily consumption.

Busan says the project represents the first step in expanding its newly launched life respect network beyond government programs and into the private sector, with plans to encourage more local companies to use their own media channels, packaging, and customer touchpoints to promote mental health awareness and crisis intervention resources.

Fleet Chinhae