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Background  

The level of philanthropy in a country is considered an important standard of measuring the level of its culture.  The more advanced a country is, the more developed its philanthropic culture.  Since the act of giving is not derived from a sense of duty (as in the case of taxes, for example), it is only possible through a developed civic consciousness and social atmosphere.  

Before the 1990s, Korea's philanthropy culture had more negative aspects than positive.  The Korean government has wielded its influence on its people to donate on such specific issues as the 'Peace Dam Construction Project', forcing people to participate in the fundraising events intentionally arranged by the government without regard to their wishes.  However, this culture of giving gradually expanded from 1990, driven by waves of changes such as globalization and the end of military rule in Korea.  

The Beautiful Foundation was established in the midst of this growing interest in philanthropy.  It was inaugurated in August 2000, one year after the initial proposal by Mr. Park Won Soon, who was then Secretary General of People's Solidarity for Participatory Democracy.