In response to the challenges posed by population decline and aging in rural areas of Gyeonggi Province, the local government is launching a new initiative known as the 'Happiness Delivery Communication Cart' aimed at alleviating the inconveniences related to purchasing daily necessities. This innovative program addresses the issue of 'food deserts' faced by rural residents, ensuring that they have access to essential food and goods. The service will operate modified refrigerated trucks that will directly visit villages, allowing residents to select needed items or receive pre-ordered goods directly at their doorsteps.

This initiative goes beyond typical grocery delivery by incorporating a welfare check for community members. Personnel operating the cart will engage with residents, assess their needs, and facilitate connections with local welfare services for those requiring additional support. This community-oriented approach highlights Gyeonggi Province's commitment to enhancing social safety nets, especially in areas where traditional markets and convenience stores are scarce or non-existent, thereby fostering a sense of community and well-being among residents.

The program will utilize a budget of approximately 1.224 billion won (around $1 million) to begin pilot projects in a few selected areas this year. Eligible participants for implementing the service include local governments, non-profit organizations, and social enterprises, with a particular emphasis on involving young entrepreneurs aged 19 to 34 to invigorate rural areas. As Gyeonggi Province prepares to solicit proposals for this initiative, officials express their goal of not only guaranteeing food access but also preventing social isolation and ensuring a safety net for its citizens.