Yoo Myung-soon, CEO of Citibank Korea, bent down to pick up a crumpled paper cup near the weathered stone walls of Seoul’s historic Jeong-dong district, joining dozens of employees, family members, and client staff in a morning of quiet service. It was June 13, and the air carried the scent of damp earth after rain, mingling with the murmur of stories from a guided cultural walk that followed the clean-up. This moment was part of Citi’s Global Community Day — a single, powerful thread in a much larger tapestry of global giving that began in 2006 and has since mobilized over 1.2 million volunteers across the world. In Seoul, the event centered on Jeong-dong, a neighborhood rich with 19th-century architecture and diplomatic history, where Citibank Korea’s headquarters stands as a modern neighbor to the past.
Community service here isn’t just about cleaning streets — it’s about connection. Yoo emphasized the significance of having not only Citibank employees but also staff from client companies walking side by side through the cobblestone alleys, collecting litter and learning about the area’s role in Korea’s modernization. “It was especially meaningful to have not only employees and their families, but also staff from our client companies, join us this year,” she said. That spirit of shared responsibility has defined Citibank Korea’s approach throughout this year’s expanded campaign, which kicked off with the outdoor Harmony Concert on May 27 and evolved into a monthlong series of initiatives reaching far beyond a single day of service.
From building homes with Habitat for Humanity to organizing shared bicycles on Seoul’s bustling streets, the bank’s efforts have touched environmental sustainability, cultural preservation, and social inclusion. Employees recorded audiobooks for children with limited access to reading materials, supported animal shelters, and took part in nighttime “plogging” — jogging while picking up trash, a trend born in Korea that’s now going global. One project even invited staff to create collaborative art in honor of waste collectors and recycling workers, turning gratitude into something visible and lasting.
These acts may seem small in isolation, but together they reflect a growing movement within global corporations to embed purpose into practice. In a city like Seoul, where tradition and modernity move at the same rapid pace, preserving both the environment and cultural heritage requires sustained attention. Citibank Korea’s presence in Jeong-dong is more than geographical — it’s a commitment to stewardship. As the month of service draws to a close, the litter bags have been emptied and the volunteer logs filed, but the conversations sparked by a shared walk through history, or a child hearing a story for the first time through an audiobook, linger much longer.