나비얌 Expands Personalized Welfare Benefits to Tens of Thousands of Partners

"Naviyam," a customized welfare platform for vulnerable groups operated by Nanum Vitamin, has opened new horizons in welfare services, recording remarkable growth. The number of affiliated stores, which was only 4,500 at the end of June last year, skyrocketed by a staggering 1,200% to 59,000 in just seven months. This expansion focuses particularly on providing high-quality meals to children in the blind spot of meal support during school breaks, attracting major dining franchises like Nolboo Budaejjigae and Papa John's, as well as a large number of cultural and lifestyle service brands such as Megabox and Lee Cheol Hairkerker, thereby innovatively broadening users' choices. Kim Hayeon, CEO of Nanum Vitamin, has developed Naviyam under the conviction that "the true subject of welfare should be the individual beneficiary," and emphasized that this expansion of affiliated stores is a crucial turning point in realizing this vision. Naviyam has overcome the limitations of the existing welfare system, which offered only restricted benefits—such as 50% of children with meal cards using them at convenience stores—through its mobile payment system. This allows users to freely choose the services they need at their desired time and place, and even purchase delivery items or gifticons. Actual users welcomed Naviyam's positive changes, stating, "It's enjoyable to be able to use various restaurants even on days when I can't have school lunch," and "I'm satisfied that I can even buy delivery items." CEO Kim emphasized that this growth goes beyond a mere increase in numbers, carrying "the meaning of shifting the paradigm of welfare services from 'provision' to 'choice'," and promised to resolve welfare blind spots through data-driven approaches and strengthen customized support in the future. Meanwhile, Nanum Vitamin has received a commendation from the Mayor of Seoul for its innovative digital donation and welfare services, and successfully carried out a meal support campaign for children facing food insecurity with Kakao Gachi Gachi. Furthermore, it continues its social contributions, such as establishing the nation's first private sector online voucher payment system in cooperation with Wonju City and laying the groundwork for its nationwide expansion.