The National Agricultural Cooperative Federation has appointed ILLIT, a global artist under HYBE's music label Belif Lab, as the first ambassador for its rice consumption promotion campaign. ILLIT, who has expressed deep affection for Korean rice by saying she loves 'hearty rice meals,' will promote the 'Like me, like 米(mi)' campaign targeting the MZ generation. In collaboration with the cooperative, ILLIT will launch the campaign by releasing a variety entertainment content titled 'ILLIT's Rice Planting in Dangjin' through official channels, featuring members visiting farms in Dangjin, Chungcheongnam-do, experiencing rice planting with farmers, and learning about the value of domestically grown rice. The cooperative and ILLIT plan to sequentially implement various online and offline programs including operating 'Happy Rice Meal Trucks' (with menus personally selected by ILLIT members), breakfast photo campaign, SNS breakfast verification challenges, and Rice Day celebration videos. The National Agricultural Cooperative Federation hopes that through this collaboration with global star ILLIT, it can promote the excellence of Korean rice worldwide and encourage future consumers to experience the value of Korean rice and healthy food culture, naturally contributing to the expansion of rice consumption culture.