The University of Utah Asia Campus recently held its annual Adobe Social Impact Challenge, drawing one of the largest applicant pools to date. This year’s competition centered on Jikji, the oldest movable metal type book, which had remained largely forgotten until 2001. Historically, the Gutenberg Bible was recognized as the oldest movable metal type book due to Eurocentric perspectives. The challenge aimed to highlight Jikji’s significance in correcting historical misconceptions and acknowledging Korea’s innovative contributions.
Showcasing Creativity and Marketing Strategies
Participants were tasked with creating a website using the Adobe Express platform to raise awareness and understanding of Jikji. Alongside their websites, teams had to develop and present marketing strategies aimed at boosting public recognition of the historical text. After submitting their websites for the initial screening, teams prepared presentations for judges.
This year, the competition saw more than 30 registered teams from various majors. Following the first screening, 27 teams advanced to the presentation round. Due to the high number of participants, the presentations were divided into four rooms, each with a different panel of judges assigned to a separate group of teams. Afterwards, the judges convened to review all websites collectively before determining the winners.
Recognition and Prizes
The winning teams received not only scholarships but also financial rewards: $1,000 for first place, $500 for second place, and $300 for third place. Additionally, the first-place team earned the unique opportunity to visit the Adobe R&D Headquarters in Lehi, Utah.
This Year’s Winning Teams
● First Place: Team PRISMA
Team PRISMA impressed the judges with an innovative marketing campaign that featured a line of shoes with Jikji text embossed on the sole. Each step left a print of Jikji, symbolizing the spread of knowledge through everyday actions.
● Second Place: Team TriforU
Team TriforU developed a Jikji AI chatbot that offers wisdom from the book by delivering insightful phrases in response to user input, blending technology with historical wisdom.
● Third Place: Team JK
Team JK, comprising Jonghyun and another student, created a marketing campaign featuring an original song that fused traditional Korean music with a K-pop style. They also designed Jikji-shaped chocolate boxes, reflecting Korea’s gift-giving tradition to help spread awareness of Jikji.
A Memorable Experience
Reflecting on the competition, a member of Team JK shared,
“Being part of this event was truly rewarding. What I enjoyed most was the awards ceremony, where we connected with other teams and shared our project experiences. The hors d’oeuvres buffet, dessert, and drinks at the ceremony added to the festive atmosphere, and we were able to celebrate the accomplishments of all the teams, not just those that received awards.”
The Adobe Social Impact Challenge continues to inspire creativity, collaboration, and a deeper understanding of cultural heritage among students, celebrating innovative ideas and marketing ingenuity.
– Written by Kelani Tsai, Spring 2025 Communications Intern at Marketing & Communication Center, University of Utah Asia Campus (Reviewed & edited by Yoonji Kim, Senior Communications specialist, University of Utah Asia Campus)
