How Dandelion Heart and Lotte Cinema are Transforming Lives: A Special Movie Event for Sick Kids

Translation result

Mindeullemaeum, a social-character brand, and Lotte Cinema hosted a special Children’s Day event for families of children with severe, rare or hard-to-treat conditions. The program aimed to offer families—whose lengthy treatments often limit access to cultural activities—an opportunity to make everyday memories.

Mindeullemaeum said on May 7 that it held the Children’s Day \”Special Invitation\” for patients and their families on May 6 at Lotte Cinema’s World Tower in Seoul.

The event was organized to provide a cultural experience for families who find it difficult to get out due to prolonged medical care. Before the screening, invited families relaxed with food and drinks, took family photos and enjoyed a leisurely Children’s Day outing together.

A pre-screening video drew particular attention: recorded messages from relatives and medical staff who couldn’t attend played on the big screen, creating a quiet, reflective moment for the audience.

The Super Mario Bros. Movie was shown, followed by family recreation programs.

One guardian who attended said, \”Just the ordinary experience of eating popcorn and watching a movie outside the hospital felt like a huge gift to our family.\”

A child patient added, \”I ate lots of snacks and the movie was fun, so I’m really happy.\”

In recent years, companies and brands have been expanding social contributions beyond cash donations to emphasize cultural experiences and emotional support. Cultural programs for long-term patients and their families are increasingly seen as valuable for psychological recovery and for helping restore family relationships.

Lotte Cultureworks said it plans to continue social contribution activities that leverage its cinema platform.

Lee Soo-min, head of the cinema division at Lotte Cultureworks, said, \”We will work to make our theaters a place where we can meet more neighbors and share both joy and sorrow through film.\”

Son Yu-rin, CEO of Mindeullemaeum, said, \”I hope the children’s laughter becomes the strength they need to endure treatment. We are grateful to Lotte Cinema for helping to create this meaningful event.\”

Meanwhile, Mindeullemaeum and Lotte Cinema will release collaboration merchandise tied to the event. The Mindeullemaeum X Lotte Cinema collab goods are set to launch in June.