SAMG Entertainment’s Heartsping Joins South Korean Police Campaign to Prevent Missing Children

SAMG Entertainment has received a commendation from South Korea’s National Police Agency for using its popular character Heartsping to raise awareness of the country’s child missing-person pre-registration system.

The recognition comes as the company releases a special episode of “Let’s Go Heartsping”, produced in collaboration with the agency. Published on YouTube and social media on 21 October, Police Day in South Korea, the video features Heartsping visiting a police station with Podo-li, the agency’s official mascot, to learn about the registration process and basic child safety rules.

The system allows parents and guardians to register a child’s fingerprints, photograph and personal details with the police in advance. If the child goes missing, the information can help officers establish their identity and reunite them with their family.

The episode uses role-play, quizzes and demonstrations to explain the process to young viewers, while helping parents understand the benefits of registering their children in advance.

“We hope the video encourages children and their parents to learn more about the pre-registration system and consider signing up” a National Police Agency official said, thanking SAMG Entertainment for helping communicate the importance of child safety through a character familiar to young audiences.

The project is part of SAMG Entertainment’s wider work with public and nonprofit organisations. Previous initiatives include child health campaigns with Good Neighbors and the Korea Health Promotion Institute, railway safety messaging with Korail Distribution, handwashing education with the Ministry of Food and Drug Safety, and a gas and hydrogen safety song produced with the Korea Gas Safety Corporation.

“Heartsping is a character children know well, which made this a natural way to introduce information that can help keep them safe”, a SAMG Entertainment spokesperson said. “We will continue to use our characters and content in projects that support children’s safety and well-being.”