Over the years the conglomerate and its subsidiaries have created a variety of initiatives in the social sphere, initally in Korea and then internationally as the company expanded. The Asan Foundation, established by Chung Ju-yung in 1977 with 50 percent of the stock of Hyundai Construction, subsidizes medical services in Korea primarily through the Asan Medical Center and six other hospitals. The Foundation has also sponsored conferences on Eastern ethics and funded academic research into traditional Korean culture. In 1991, it established the annual Filial Piety Award.
Not all of Hyundai's charitable activities have been voluntary. In 2007, Chung Ju-yung's son Chung Mong-koo was convicted of embezzlement after taking money from Hyundai Motors to run slush funds. His initial three year jail sentence was reduced to community service and a $1 billion donation to charity. In 2008, Hyundai Motors established a committee to oversee its Corporate Social Responsibility program. Among the program's initiatives have been the "Happy Move Global Youth Volunteers Program".
The Hyundai Motors' India Foundation (HMIF) has invested more than 20 million rupees in various corporate social responsibility programmes in India. In 2011 it started the "Go Green" village adoption project in Tamil Nadu. Its aim was to promote environmentally friendly products, increase the forest cover in Tamil Nadu, and improve living and hygiene conditions in the region's villages. A number of schools have been adopted for improvement with the HMIF donating around 450 benches to government schools and drilling 10 bore wells. It has been ranked as 43rd most trusted brand in India by The Brand Trust Report, India study 2011.
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