COTTON USA Pop-Up Booth in Korean Shopping Mall Focuses on Sustainability
A three-day COTTON USA pop-up booth in the crowded Kyungbang Times Square shopping mall in Seoul, Korea, publicized U.S. cotton farmers’ environmental responsibility, including sustainability efforts. Nearly 700,000 consumers visited the “Toward Greater Sustainability” booth, mainly families with children and those in their 20s.
Positioning U.S. cotton as a preferred fiber in Korea is important, as the country relies on imports for 100% of its cotton yarn and fabric production.
The booth featured cotton seeds, potted cotton plants and cotton bolls, to highlight that U.S. cotton is a natural fiber. COTTON USA also distributed cotton T-shirts and cotton bags to consumers.
“I have never seen a cotton seed in my life, and now want to grow cotton plants in my home,” a booth visitor commented.
At the booth, COTTON USA defined “sustainability” as seeking to achieve a successful balance between quality of life, environment and economics. It featured educational resources on COTTON USA sustainability efforts, and some 1,550 visitors participated in a quiz on these efforts.