Heineken® Drops Social Spaces From Space to Tackle Urban Isolation
Heineken (OTC:HEINY) has launched an innovative urban social initiative in Seoul, South Korea, transforming unused rooftops into vibrant social spaces to combat urban isolation. The campaign responds to compelling research showing that 57% of citydwellers in major global cities often feel lonely, with 33% experiencing isolation weekly despite living in densely populated areas.
The initiative uses satellite imagery to reveal locations marked with Heineken's red star, where rooftop spaces host cultural events including performances by K-Pop star DINO, workshops with artist Cha Inchul, and food tastings with chef Cho SeoHyeoung. Renowned aerial photographer Tom Hegen documented the transformations, highlighting the potential of Seoul's 166 km² of unused rooftop space.
Research across six major cities reveals that 60% of citydwellers believe their cities have spaces that could be revitalized for better social experiences, rising to 70% among younger generations.
Heineken (OTC:HEINY) ha lanciato una innovativa iniziativa sociale urbana a Seoul, in Corea del Sud, trasformando tetti inutilizzati in vivaci spazi sociali per combattere l'isolamento urbano. La campagna risponde a ricerche convincenti che il 57% degli abitanti delle grandi città si sente spesso solo, con il 33% che sperimenta l'isolamento settimanale nonostante viva in aree densamente popolate.
L'iniziativa utilizza immagini satellitari per rivelare luoghi contrassegnati dalla stella rossa di Heineken, dove gli spazi sui tetti ospitano eventi culturali tra cui esibizioni della pop star K-Pop DINO, workshop con l'artista Cha Inchul e degustazioni con lo chef Cho SeoHyeoung. Il rinomato fotografo aereo Tom Hegen ha documentato le trasformazioni, evidenziando il potenziale dei 166 km² di spazio sui tetti inutilizzato di Seul.
Ricerche condotte in sei grandi città rivelano che il 60% degli abitanti ritiene che le proprie città dispongano di spazi che potrebbero essere rivitalizzati per migliori esperienze sociali, con una percentuale che sale al 70% tra le nuove generazioni.
Heineken (OTC:HEINY) ha lanzado una innovadora iniciativa social urbana en Seúl, Corea del Sur, transformando azoteas no utilizadas en vibrantes espacios sociales para combatir el aislamiento urbano. La campaña responde a investigaciones convincentes que el 57% de los habitantes de las ciudades suele sentirse solos, con un 33% experimentando aislamiento semanal a pesar de vivir en áreas densamente pobladas.
La iniciativa utiliza imágenes satelitales para revelar ubicaciones marcadas con la estrella roja de Heineken, donde espacios en azoteas albergan eventos culturales, incluyendo actuaciones de la estrella del K-Pop DINO, talleres con el artista Cha Inchul y degustaciones con el chef Cho SeoHyeoung. El conocido fotógrafo aéreo Tom Hegen documentó las transformaciones, destacando el potencial de los 166 km² de espacio en azoteas sin uso de Seúl.
Investigaciones en seis grandes ciudades revelan que el 60% de los habitantes creen que sus ciudades tienen espacios que podrían revitalizarse para mejores experiencias sociales, aumentando al 70% entre las generaciones más jóvenes.
하이네켄(OTC:HEINY)은 서울, 한국에서 혁신적인 도시 사회 이니셔티브를 시작하여 사용되지 않는 옥상을 활력 있는 사회 공간으로 바꿔 도시 고립감을 해결하고 있습니다. 이 캠페인은 대도시 거주자의 57%가 자주 외로움을 느낀다, 33%가 매주 고립을 경험한다는 강력한 연구에 응답합니다.
이 이니셔티브는 위성 이미지를 활용해 하이네켄의 빨강별로 표시된 장소를 드러내고, 옥상 공간에서 문화 행사가 열리며 K-Pop 스타 DINO의 공연, 예술가 차 Inchul의 워크숍, 셰프 Cho SeoHyeoung의 시식이 포함됩니다. 저명한 항공 사진가 Tom Hegen이 변화를 기록하며 서울의 166 km²의 미활용 옥상 공간의 가능성을 강조했습니다.
6개 주요 도시의 연구에 따르면 도시 거주자의 60%가 도시 공간이 더 나은 사회적 경험을 위해 활성화될 수 있는 공간이 있다고 믿는다, 젊은 세대 사이에서는 70%로 증가합니다.
Heineken (OTC:HEINY) a lancé une initiative sociale urbaine innovante à Séoul, en Corée du Sud, transformant des toits inutilisés en espaces sociaux dynamiques pour lutter contre l’isolement urbain. La campagne répond à des recherches convaincantes montrant que 57% des citadins se sentent souvent seuls, avec 33% vivant une isolation hebdomadaire malgré une densité de population élevée.
L’initiative utilise des images satellites pour révéler des lieux marqués par l’étoile rouge de Heineken, où les espaces sur les toits accueillent des événements culturels, y compris des performances de la star K-Pop DINO, des ateliers avec l’artiste Cha Inchul et des dégustations avec le chef Cho SeoHyeoung. Le célèbre photographe aérien Tom Hegen documente les transformations, soulignant le potentiel des 166 km² d’espaces inutilisés sur les toits de Séoul.
Des recherches dans six grandes villes révèlent que 60% des citadins estiment que leurs villes possèdent des espaces susceptibles d’être revitalisés pour de meilleures expériences sociales, montant à 70% chez les jeunes générations.
Heineken (OTC:HEINY) hat eine innovative städtische Sozialinitiative in Seoul, Südkorea, gestartet, ungenutzte Dachflächen in lebendige soziale Räume zu verwandeln, um urbane Isolation zu bekämpfen. Die Kampagne reagiert auf überzeugende Studien, die zeigen, dass 57% der Stadtbewohner sich oft einsam fühlen, wobei 33% wöchentlich Isolation erleben, obwohl sie in dicht bebauten Gebieten leben.
Die Initiative nutzt Satellitenbilder, um Standorte zu enthüllen, die mit Heinekens roter Stern markiert sind, wo Dachflächen kulturelle Veranstaltungen beherbergen, darunter Auftritte der K-Pop-Star DINO, Workshops mit dem Künstler Cha Inchul und Verkostungen mit dem Koch Cho SeoHyeoung. Der renommierte Luftbildfotograf Tom Hegen dokumentiert die Veränderungen und hebt das Potenzial der 166 km² ungenutzter Dachflächen in Seoul hervor.
Untersuchungen in sechs Großstädten zeigen, dass 60% der Stadtbewohner glauben, dass Städte Räume haben, die revitalisiert werden könnten für bessere soziale Erlebnisse, bei 70% unter den jüngeren Generationen.
هيينكن (OTC:HEINY) أطلقت مبادرة اجتماعية حضرية مبتكرة في سيول، كوريا الجنوبية، تحول الأسطح غير المستخدمة إلى مساحات اجتماعية حيوية لمكافحة العزلة الحضرية. تتجاوب الحملة مع أبحاث مقنعة تُظهر أن 57% من سكان المدن غالباً ما يشعرون بالوحدة، مع 33% يواجهون العزلة أسبوعياً رغم وجودهم في مناطق ذات كثافة سكانية عالية.
تستخدم المبادرة صور الأقمار الصناعية للكشف عن المواقع المميزة بنجمة هينكن الحمراء، حيث تستضيف مساحات الأسطح فعاليات ثقافية بما في ذلك عروض من نجمة البوب الكورية DINO، وورش عمل مع الفنان Cha Inchul، وتذوق أطعمة مع الشيف Cho SeoHyeoung. وثّق المصور الجوي الشهير Tom Hegen التحولات، مبرزاً إمكانات 166 كيلومتر مربع من المساحات غير المستغلة على الأسطح في سيول.
تشير أبحاث عبر six مدن كبرى إلى أن 60% من سكان المدن يعتقدون أن مدنهم لديها مساحات يمكن إعادة إحيائها لتجارب اجتماعية أفضل، وتصل إلى 70% بين الأجيال الشابة.
荷兰海尼肯（OTC:HEINY） 在韩国首尔推出了一项创新的城市社会倡议，将未使用的屋顶改造成充满活力的社交空间，以对抗城市孤独。该活动回应了令人信服的研究，显示57%的城市居民经常感到孤独，33%在密集居住区中虽然仍居住，但每周都会经历孤立感。
该倡议利用卫星影像揭示以海尼肯红色星标记的位置，屋顶空间举办文化活动，包括
对六个主要城市的研究显示，60%的城市居民认为自己的城市有可再利用的空间以获得更好的社交体验，这一比例在年轻一代中上升至70%。
- Initiative addresses a significant social issue with 57% of citydwellers reporting feelings of loneliness
- Creative utilization of Seoul's extensive 166 km² of unused rooftop space
- Strong brand visibility through innovative marketing combining satellite imagery and physical spaces
- Partnership with high-profile cultural figures enhances brand engagement
- No direct revenue or financial impact metrics provided
- Limited scale of initial implementation in just one city
- Heineken® has dropped a fresh perspective on city life - addressing the paradox that modern cities are built for connection but are often experienced in isolation
- Culture-makers in Seoul helped Heineken® turn unused rooftops into vibrant hubs of social connection - and the locations were revealed via satellite imagery
- Renowned aerial photographer Tom Hegen documented the transformation, creating a canvas of connection and showcasing a refreshing view on socialisation
- It comes as research shows more than half of citydwellers feel lonely, and believe their cities are designed for work rather than socialising
[Credit: Tom Hegen ©2025]
SEOUL, South Korea, Sept. 30, 2025 (GLOBE NEWSWIRE) -- Heineken® is transforming forgotten urban spaces into hubs of social connection - challenging the trend of productivity-first city living and giving people a fresh space to socialise.
From above, cities look bustling and connected - but on the ground, urban isolation is real. From lifestyle shifts and work-life imbalance to the isolating pull of digital life and shrinking size of homes, citydwellers everywhere are finding it harder to meaningfully connect across the world: leading to a proximity paradox.
In fact, new research* has shown more than half (
A third of adults (
Seoul, with its fast-paced culture and soaring skyline, exemplifies the paradox.
But when viewed from above, Seoul has one of the highest proportions of flat rooftop space in world cities - many of which are painted green.
To help Seoulites bridge the gap between being physically close but feeling socially disconnected, Heineken® stepped in by elevating forgotten areas of the city with a series of rooftop events led by some of Korea’s most creative curators.
The location of each event was dropped from space via satellite imagery, highlighting where the naturally green canvas had been punctuated with a red star pinpointing an unused urban space ready for revival.
[Credit: Satellite image ©2025 Maxar Technologies]
Seoulites were challenged to track down these stars across the city, where they discovered rooftops transformed into lively new venues for conversation, shared experiences, and of course, a cold beer.
Across three days, they connected at an intimate set from DINO, singer of K-Pop icon SEVENTEEN, a hands-on design workshop with contemporary artist Cha Inchul; and an interactive food tasting with celebrated chef Cho SeoHyeoung.
Renowned photographer Tom Hegen, known for capturing human impact on landscapes from the air, partnered with Heineken® to document the process - turning the social spaces into a work of art that showcases Heineken's refreshing view on socialisation.
Tom said, “Living in Munich, I know what it’s like to be in a bustling city - despite being surrounded by people, it can often feel lonely. These events from Heineken® are proof that solutions to loneliness don’t always require new infrastructure - just a new perspective to refresh social life. In a world where urban space is becoming increasingly scarce, it’s essential to activate what already exists but has long remained inaccessible. There’s an art in transforming overlooked spaces into places of gathering, where beauty emerges not only from the setting but from the connections formed between people.”
[Credit: Tom Hegen ©2025]
As the barriers to meaningful social interaction are growing, the majority (
Korean architect Byoung Soo Cho – known for his integrated designs that foster human connection – says, “This ‘Proximity Paradox’ means city life is falling short of social connections. In an era where urban environments prioritise productivity over connection and living and socialising spaces are shrinking, there are many forgotten spaces that can become places of renewal. Each Heineken® experience in Seoul transformed a once-unused rooftop into a vibrant hub of creativity, showing how these spaces can revive social life. The more cities create accessible places of socials, the more empowered people feel to connect.”
Nabil Nasser, Global Head of Heineken® said: “We may not be able to redesign entire cities, but we can inspire people to rethink the spaces around them. By reviving overlooked rooftops into vibrant hubs, we’re creating places where people can connect, create, and celebrate together. Our red star against a green backdrop isn’t just an icon - it’s an invitation to the world, a symbol of togetherness and big enough to be seen from space. It’s a calling card for communities to come together, share experiences, and rediscover the joy of social connection over an ice cold beer. Even small changes in how we use space can have a big impact on how we connect in urban life."
Watch this space, Heineken® will continue to explore ways to break down barriers to social connection worldwide.
Notes to editors
Media contact:
Heineken@wearetheromans.com
Research:
*HeinekenⓇ commissioned survey of 10,500 adults of legal drinking age in New York (USA), London (UK), Paris (France), Tokyo (Japan), Sydney (Australia) and Seoul (South Korea). Research conducted by OnePoll, September 2025. Research can be broken down by country and further demographics on request
Additional statistics:
- Gen Z are most likely to say that knowing anyone in their city prevents them from socialising (
26% ) - rising to34% in Seoul and38% in Sydney. 11% of Gen Z say they still feel lonely, even when they are socialising, highlighting the need for more quality connections, and the spaces to make them.34% of citydwellers report a lack of connection to their community - a problem particularly pronounced in Tokyo where more than half (53% ) feel disconnected.- All generations unanimously agree that the increased prevalence of the digital world makes it harder to meet people in person as the research revealed a growing trend of replacing regular in-person socialising with connecting online instead.
**The total land area of Seoul = about 605 km². The total rooftop area (flat rooftops that can be used) = about 166 km².
About Heineken®
HEINEKEN® is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. HEINEKEN® has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)
Photos accompanying this announcement are available at:
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FAQ
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