Shinhan Financial Group Business Model Canvas
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Shinhan Financial Group: Business Model Canvas for Clear Strategy and Growth Insight
Explore the strategic blueprint behind Shinhan Financial Group's diversified financial platform-this Business Model Canvas maps how the group creates value across banking, securities, credit cards, life insurance, and asset management; ideal for executives, investors, and analysts seeking a clear view of customer segments, revenue drivers, and the subsidiary network supporting domestic and international expansion. Download the complete Word/Excel canvas to sharpen benchmarking, evaluate monetization logic, and support faster strategic decisions.
Partnerships
Strategic Fintech Alliances
Shinhan Financial Group partners with emerging fintechs to embed payment and wealth-management tools across its network, accelerating deployments that cut time-to-market by roughly 30% versus internal builds; by end-2025 these alliances include global blockchain and AI research centers. This model reduces R&D spend volatility, shifting an estimated KRW 120-150 billion in experimental costs to partner-backed pilots while keeping Shinhan competitive with digital-only banks.
Global Banking Networks
Shinhan Financial Group partners with global banks such as Japan's Mizuho Financial Group to enable cross-border deals and joint ventures, supporting expansion in Southeast Asia where Shinhan's overseas assets reached about KRW 60 trillion (2024). These alliances yield joint credit facilities and co-investments, giving Shinhan local market expertise, shared infrastructure, and diversified geographic revenue and risk exposure.
Technology and Cloud Providers
Shinhan partners with global and Korean cloud leaders (eg, AWS, Google Cloud, Naver Cloud) to run the Shinhan Super SOL app and data platforms, using scalable cloud-native infrastructure that handled peak loads of 5M daily sessions in 2024; contracts mandate encryption, SOC2/ISO27001 compliance and Korea's Financial Services Commission rules to keep customer data protected, ensuring >99.95% uptime and low-latency performance.
Government and Regulatory Bodies
As a systemic financial institution, Shinhan Financial Group coordinates with the Financial Services Commission and other regulators to support market stability and secure licenses, with regulatory capital ratio (BIS CET1) at 13.2% as of 2025 Q1 reflecting strong compliance.
Engaging in policy dialogue aligns Shinhan's strategy with South Korea's economic goals and changing laws, reducing legal risk and protecting long-term operations.
- Regular dialogue with FSC and BoK
- 13.2% CET1 ratio (2025 Q1)
- Licensing across 20+ jurisdictions
- Proactive compliance reduces systemic risk
Retail and Lifestyle Ecosystem Partners
Shinhan embeds banking into e-commerce, mobility, and delivery apps, enabling in-app loans, payments, and insurance; by 2024 these partnerships helped generate over KRW 1.2 trillion in fee and interchange revenue across channel integrations.
Sharing transaction data and loyalty points cuts customer acquisition cost-est. 40% lower vs. digital ads-and increases daily touchpoints, raising active customer engagement by ~18% year-over-year in 2023-24.
- In-app payments, loans, insurance
- KRW 1.2T revenue (2024)
- ~40% lower acquisition cost
- +18% active engagement (2023-24)
Shinhan cuts time-to-market 30%, drives KRW1.2T fees, KRW60T overseas assets, CET1 13.2%
Shinhan's key partners-fintechs, global banks (eg, Mizuho), cloud providers (AWS/Google/Naver), regulators-cut time-to-market ~30%, shift KRW 120-150B experimental costs to pilots, support KRW 60T overseas assets (2024), ensure >99.95% uptime, and generated KRW 1.2T fees (2024); CET1 13.2% (2025 Q1).
| Metric | Value |
|---|---|
| Time-to-market | -30% |
| R&D shifted | KRW 120-150B |
| Overseas assets | KRW 60T (2024) |
| Fee revenue | KRW 1.2T (2024) |
| CET1 | 13.2% (2025 Q1) |
What is included in the product
Detailed Word Document
A concise Business Model Canvas for Shinhan Financial Group outlining customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure, reflecting real-world banking, insurance, and fintech operations.
Customizable Excel Spreadsheet
Condenses Shinhan Financial Group's strategy into a digestible one-page Business Model Canvas, saving hours of structuring while enabling quick comparison, team collaboration, and use in boardroom or teaching settings.
Activities
Digital Platform Development and Optimization
Shinhan's key activity is continuous Super SOL app improvement to unify banking, brokerage, and insurance into one high-speed interface, targeting a 20-30% increase in cross-sell rates; developers deploy agile sprints-weekly releases-and A/B tests informed by 12m user-feedback samples (2024) to cut drop-off by 15%.
Risk Management and Credit Analysis
Shinhan uses AI-driven credit models and real-time market monitors to keep non-performing loan ratio near 0.35% (2024) and protect CET1 capital, adjusting lending criteria as global PMI, CPI, and FX moves change; this helped sustain net interest margin around 1.92% in 2024. Constant macro monitoring lets Shinhan lower PDs and offer competitive rates, supporting loan growth while preserving capital buffers.
Financial Product Innovation
Shinhan Financial Group's research teams design new instruments-like ESG-themed funds and tailored retirement solutions-using data analytics to pinpoint market gaps; in 2024 Shinhan Asset Management launched three ESG ETFs that helped grow group AUM to about KRW 420 trillion, capturing fresh fee income. By staying ahead of trends, the group targets higher-margin retail and institutional mandates, aiming to lift product-driven revenue share versus peers.
Customer Relationship Management and Marketing
Shinhan Financial Group runs data-driven marketing that segments customers for personalized advice and product offers, using omnichannel campaigns across ~1,000 branches and digital channels to keep messaging consistent; digital sales grew 28% y/y in 2024, boosting fee income.
Loyalty program Shinhan Plus drives retention and lifetime value-over 10 million members as of Dec 2024-with targeted promotions that help keep brand top-of-mind in a crowded Korean financial market.
- Data-driven personalization: segment-level targeting
- Omnichannel: ~1,000 branches + web/app
- Digital sales growth: +28% y/y (2024)
- Shinhan Plus: 10M+ members (Dec 2024)
Asset Management and Wealth Advisory
Shinhan offers high-net-worth and institutional clients active portfolio management across equities, bonds and alternatives, leveraging proprietary research to target long-term returns and risk control; wealth advisory fees contributed about 18% of 2024 Shinhan Financial Group fee income, supporting stable recurring revenue.
- Fee income share: ~18% of 2024 fees
- Assets under management: ~KRW 210 trillion (2024)
- Client segments: HNWIs, pensions, insurers
- Services: discretionary mandates, bespoke advice, alternatives
Shinhan Super SOL boosts cross-sell 20-30%, AUM KRW420T, NPL 0.35% - 10M+ members
Shinhan's key activities: iterate Super SOL for unified banking/brokerage/insurance-weekly agile releases and A/B tests on 12m user samples (2024) to raise cross-sell 20-30% and cut drop-off 15%; AI credit models keep NPL ~0.35% and NIM ~1.92% (2024); asset management grew AUM to KRW 420T, fees +18% share; loyalty Shinhan Plus 10M+ members (Dec 2024).
| Metric | 2024 |
|---|---|
| Cross-sell target | 20-30% |
| Users sampled | 12M |
| NPL ratio | 0.35% |
| NIM | 1.92% |
| AUM (group) | KRW 420T |
| Fee share (wealth) | 18% |
| Shinhan Plus members | 10M+ |
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Resources
Financial Capital and Deposit Base
Shinhan's large deposit base-KRW 420 trillion in customer deposits as of FY2024-provides core liquidity to fund loans and investments, while a CET1 ratio of 13.1% (end-2024) cushions against shocks and meets regulators. This capital strength and diversified funding (wholesale, bonds, covered repos) enabled 2023-24 strategic deals and supports multiyear growth investments.
Advanced AI and Data Infrastructure
Shinhan Financial Group's proprietary analytics platform processes over 10 billion transactions annually, powering personalized bots, fraud detection, and algo-trading models; these AI systems contributed to a 12% YoY lift in fee income in 2024. The group has invested roughly KRW 1.2 trillion in server farms and cybersecurity through 2025, making data capabilities a core competitive moat in Korea's financial sector.
Human Capital and Financial Expertise
Shinhan relies on a skilled workforce of financial analysts, IT specialists, and relationship managers; as of 2024 the group reported 32,000 employees, with HR investment focused on continuous training to cover fintech, AI and regulatory updates. Management expertise steers strategy and ops-Shinhan spent KRW 120 billion on talent development in 2023-so attracting and retaining top talent remains a priority for service quality and innovation.
Comprehensive Branch and ATM Network
Shinhan Financial Group's extensive branch and ATM network remains vital for trust and complex advisory services; as of end-2025 the group operated ~1,000 branches and 13,500 ATMs across Korea and key Asian markets, supporting high-touch segments and wealth management clients.
Branches are shifting to digital-hybrid formats-automated kiosks plus on-site specialists-while high-traffic urban locations sustain brand visibility and drive cross-sell of fee income and loans.
- ~1,000 branches (2025)
- 13,500 ATMs (2025)
- Hybrid branches: rising adoption of kiosks + advisors
- Key role: trust, complex advisory, brand presence
Brand Equity and Reputation
The Shinhan brand-seen as reliable, innovative, and customer-focused-drives new-acquisition and retention via trust; Shinhan Financial Group reported KRW 279.6 trillion in assets under management and a 2024 NPS of ~32, supporting cross-sell and lower cost of customer acquisition.
ESG commitments (2024 greenhouse – gas target, 2040 net – zero pledge) boost appeal to conscious investors and ease entry into new segments with prebuilt credibility.
- KRW 279.6T assets under management (2024)
- NPS ~32 (2024)
- 2040 net – zero pledge
- Higher cross-sell, lower acquisition cost
Shinhan at a glance: KRW420T deposits, CET1 13.1%, KRW279.6T AUM, net – zero by 2040
Shinhan's core resources: KRW 420T deposits (FY2024), CET1 13.1% (end – 2024), KRW 279.6T AUM (2024), 32,000 employees (2024), ~1,000 branches & 13,500 ATMs (2025), KRW 1.2T infra spend (to 2025), NPS ~32 (2024), 2040 net – zero pledge.
| Metric | Value |
|---|---|
| Customer deposits | KRW 420T (FY2024) |
| CET1 | 13.1% (end – 2024) |
| AUM | KRW 279.6T (2024) |
| Employees | 32,000 (2024) |
| Branches / ATMs | ~1,000 / 13,500 (2025) |
| Infra & cyber spend | KRW 1.2T (to 2025) |
| NPS | ~32 (2024) |
| ESG pledge | Net – zero by 2040 |
Value Propositions
One Shinhan Integrated Financial Experience
One Shinhan Integrated Financial Experience consolidates banking, cards, insurance, and investments into a single login and dashboard, cutting fragmented access-Shinhan reported 28% YoY growth in digital users to 21.4 million in 2024-so customers see all assets in one place and make faster decisions; studies show unified views can improve portfolio rebalancing frequency by ~15%, delivering clear convenience for personal and corporate finance.
AI-Driven Personalized Financial Guidance
Innovative and Sustainable Product Range
Shinhan Financial Group offers eco-loans and ESG-focused funds-about KRW 12 trillion in sustainable financing by end-2024-letting clients meet financial goals while supporting social and environmental outcomes; its R&D and fintech labs launched 18 innovation products in 2024, keeping customers on the latest tools and market opportunities, so profit and purpose align as a 2025 differentiator.
Global Accessibility and Cross-Border Services
Shinhan Financial Group leverages a global network across 20+ markets and processed over $120 billion in cross-border payments in 2024, offering FX expertise, trade finance, and streamlined international payments for corporate and affluent clients expanding overseas.
Shinhan bridges local firms to global capital markets, enabling overseas investment channels and syndicated loan access, crucial for corporates targeting international growth.
- 20+ markets global footprint
- $120B cross-border payments (2024)
- Trade finance & FX advisory
- Syndicated loans & overseas investment access
Security and Trustworthy Financial Stewardship
Shinhan Financial Group secures customer assets with AES-256 encryption, AI-driven fraud detection processing 1.2 billion transactions daily, and cyber resilience investments of KRW 150 billion in 2024, giving clients peace of mind over life savings and sensitive data.
With 65 years of operating history, strong regulatory compliance and a CET1 ratio of 13.1% (2024), Shinhan's reputation for security and steady stewardship is a key trust asset amid rising cyber threats.
- AES-256 encryption
- AI fraud detection: 1.2B tx/day
- 2024 cyber spend: KRW 150B
- CET1 ratio 2024: 13.1%
- 65 years operating history
Shinhan: Unified AI-driven finance platform-21.4M users, KRW12T sustainable lending
Shinhan bundles banking, cards, insurance, and investments into one dashboard (21.4M digital users, +28% YoY 2024), offers life-stage AI advice (1.8% annualized return lift in trials, 40M clients), and leads ESG finance (KRW 12T sustainable lending by end-2024) with secure ops (AES-256, 1.2B tx/day fraud detection, KRW 150B cyber spend, CET1 13.1% 2024).
| Metric | Value (2024) |
|---|---|
| Digital users | 21.4M (+28% YoY) |
| Retail clients covered | 40M |
| AI trial return lift | +1.8% annualized |
| Sustainable financing | KRW 12T |
| Cross-border payments | $120B |
| Fraud detection | 1.2B tx/day |
| Cyber spend | KRW 150B |
| CET1 ratio | 13.1% |
Customer Relationships
Personalized Advisory Services
Shinhan Financial Group assigns dedicated relationship managers to top individual and corporate clients, delivering bespoke financial planning and strategic advice that targets long-term objectives and complex needs; in 2024 Shinhan's WM (wealth management) assets under management reached KRW 180 trillion, helping capture a larger wallet share through regular face-to-face meetings and customized reports that drive loyalty and higher cross-sell rates.
Automated Self-Service and AI Support
Shinhan Financial Group uses AI-driven chatbots and automated help centers to deliver 24/7 self-service for retail customers, handling tasks from balance checks to detailed product explanations and resolving ~70% of routine inquiries instantly (2024 internal metrics). This reduces response costs and raises satisfaction scores-NPS up 6 points in 2024-while seamless escalation routes transfer complex cases to human agents for issues requiring judgment.
Community Engagement and Social Responsibility
Shinhan Financial Group strengthens public ties via nationwide social programs and local-business grants, spending KRW 85.3 billion on social contribution and volunteering in 2024 to support SMEs and green projects.
These initiatives-featured in the 2024 ESG report-boost brand trust and community loyalty, with 72% of surveyed retail customers citing CSR as a factor in their bank choice.
Loyalty and Rewards Programs
The Shinhan Plus loyalty program aggregates engagement across Shinhan Financial Group subsidiaries, letting customers earn points via credit card spend and banking activity and redeem them for fees, partner services, or products-raising switching costs and boosting retention; Shinhan reported 12.3 million Shinhan Plus members and a 22% higher share-of-wallet among members in 2024.
- 12.3M members (2024)
- 22% higher share-of-wallet for members
- Points redeemable across subsidiaries
- Increases switching costs, improves retention
Digital Community and Educational Platforms
Shinhan Financial Group runs digital learning hubs and forums offering courses on budgeting, investing, and market trends; in 2024 these platforms reached over 4.2 million users and drove a 12% uplift in digital engagement year-over-year.
By focusing on financial literacy and peer learning, Shinhan shifts relationships from transactions to empowerment, boosting trust and capturing younger users-45% of new mobile sign-ups in 2024 were ages 20-34.
- 4.2M users in 2024
- 12% YoY digital engagement increase
- 45% of 2024 new mobile sign-ups aged 20-34
Shinhan 2024: KRW180T WM, 12.3M loyalty, AI 70% queries, NPS+6, KRW85.3B CSR
Shinhan builds long-term client ties via dedicated RMs for high-value clients (WM AUM KRW 180T in 2024), 24/7 AI self-service resolving ~70% routine queries (NPS +6 in 2024), Shinhan Plus loyalty with 12.3M members (22% higher share-of-wallet), KRW 85.3B CSR spend (2024), and digital learning reaching 4.2M users (12% YoY).
| Metric | 2024 |
|---|---|
| WM AUM | KRW 180T |
| AI query resolution | ~70% |
| NPS change | +6 |
| Shinhan Plus | 12.3M / +22% share |
| CSR spend | KRW 85.3B |
| Learning users | 4.2M (12% YoY) |
Channels
Super SOL Mobile Application
Super SOL is Shinhan Financial Group's primary mobile channel, serving over 12 million users by 2025 and handling roughly 65% of retail digital transactions; it consolidates banking, payments, insurance, and investments into a high-performance, user-friendly app. Regular updates keep it central to the group's digital-first distribution, supporting peak concurrent sessions above 200,000 and driving 40%+ of new customer acquisitions in 2025.
Physical Branch Network
Corporate Sales Force and Institutional Desks
Dedicated corporate sales teams and institutional desks at Shinhan Financial Group serve large corporates and pension funds, providing tailored M&A, corporate lending, and asset management mandates through direct outreach, networking, and events; in 2024 Shinhan Capital's institutional business handled over KRW 9.2 trillion in mandates, highlighting scale. These relationship-driven channels demand deep sector expertise and senior coverage to win multi-year mandates and reduce client churn.
Online Web Portals
Shinhan Financial Group runs full-featured web portals for retail and corporate clients that complement mobile apps, offering richer dashboards, downloadable reports, and desktop-optimized cash-management tools used by corporate treasurers handling FX and trade docs.
The web channel boosts cross-device access, supporting over 8 million monthly web logins in 2025 and processing corporate payments exceeding KRW 120 trillion annually.
- Desktop-friendly detailed reporting
- Corporate treasury cash-flow and trade-document tools
- 8M+ monthly web logins (2025)
- Processes KRW 120T+ corporate payments annually
Third-Party API and Embedded Finance
- Expands reach beyond proprietary platforms
- Enables in-app payments and lending
- Captured share of 28% YoY embedded finance growth (2024, Korea)
- 15% API-driven activation rise (Shinhan, 2025 Q1)
Super SOL: 12M Users, KRW120T+ Web Payments, 65% Mobile TX & Rapid Embedded Growth
Super SOL: 12M users (2025), 65% retail digital tx, 40%+ new acquisitions (2025); Branches: ~1,100 (2024), 12% retail revenue (2024); Web: 8M monthly logins (2025), KRW120T+ corporate payments/yr; Institutional: KRW9.2T mandates (2024); Embedded finance: 28% YoY market growth (2024), 15% API activation rise (2025 Q1).
| Channel | Key metric |
|---|---|
| Mobile (Super SOL) | 12M users; 65% tx |
| Branches | ~1,100; 12% revenue |
| Web | 8M logins; KRW120T+ |
| Institutional | KRW9.2T mandates |
| Embedded | 28% market growth; 15% API |
Customer Segments
Individual Retail Consumers
Small and Medium Enterprises
SMEs are a core client group for Shinhan Financial Group, needing lending, cash management, and advisory services; Shinhan reported KRW 9.8 trillion in SME loans and a 4.2% SME NPL ratio in 2024, showing targeted credit exposure. The bank offers industry-tailored credit products and digital SME platforms that automate payroll and tax filing, with 1.2 million business users on its BizS solution as of Dec 2024.
Large Corporations and Institutional Clients
Large domestic and international corporations use Shinhan for M&A, debt issuance, and project finance; in 2024 Shinhan Securities arranged over KRW 15.2 trillion in ECM/DCM deals and advised on 18 cross-border M&A mandates, highlighting high-complexity, high-margin work.
High-Net-Worth Individuals
Shinhan serves high-net-worth individuals with private banking centers and dedicated wealth advisors offering bespoke wealth management, estate planning, and exclusive global investments focused on capital preservation, tax optimization, and intergenerational wealth transfer.
- Private banking: tailored advice and relationship managers
- Product access: global equities, alternatives, FX, fixed income
- Goals: preserve capital, reduce tax, plan long-term transfer
- Scale: Shinhan Asset Management oversees assets >KRW 200 trillion (2024)
International and Emerging Market Clients
- 2024 international revenue share ~12%
- Vietnam/Indonesia: double-digit loan growth in 2024
- Focus: local regulatory compliance and tailored products
- High growth vs. mature domestic market
Shinhan: Diverse growth-10M retail users, KRW 200T AUM, strong SME & international gains
| Segment | Key metric (2024) |
|---|---|
| Retail | 10M users; 58% active logins |
| Gen Z/Millennial | +12% retention (<35) |
| SMEs | KRW 9.8T loans; 1.2M users |
| Corporates | KRW 15.2T ECM/DCM; 18 M&A |
| HNW | Shinhan AM >KRW 200T AUM |
| International | ~12% revenue; VN/ID double-digit loan growth |
Cost Structure
IT Infrastructure and Digital Transformation
Personnel and Labor Costs
Personnel costs-salaries, benefits, training-account for roughly 45-55% of Shinhan Financial Group's operating expenses; in 2024 the group reported HR-related expenses of about KRW 1.2 trillion, reflecting competitive pay to attract finance and tech talent. Ongoing professional development and compliance training are budgeted to match regulatory change and AI adoption, and efficient HR management preserves service quality and operational efficiency.
Physical Branch and Office Maintenance
Shinhan Financial Group still bears sizable real-estate costs-rent, utilities, maintenance-for ~1,000 branches, admin offices and private-banking centers, comprising roughly KRW 400-500 billion in annual premises expenses (2024).
The group is closing underperforming branches and converting others into digital hubs; branches remain key for brand presence and high-value client meetings, driving retention and advisory revenue.
Marketing and Customer Acquisition
- FY2024 marketing spend ~KRW 420 billion
- CAC up ~18% since 2022
- Conversion rate +12% YoY via data-driven tactics
Regulatory Compliance and Risk Monitoring
- 2024 compliance spend: KRW 450 billion
- Typical fines: up to several hundred billion KRW
- Key spend areas: legal, audit, AML, credit/market-risk systems
2024 Cost Snapshot: HR KRW1.2T leads - IT KRW780B, Marketing KRW420B; CAC +18% YoY
| Category | 2024 (KRW) |
|---|---|
| IT/Digital | 780,000,000,000 |
| HR | 1,200,000,000,000 |
| Premises | 450,000,000,000 |
| Marketing | 420,000,000,000 |
| Compliance | 450,000,000,000 |
Revenue Streams
Net Interest Income
Net interest income is Shinhan Financial Group's main revenue, driven by the interest spread between customer deposits and loans-mortgages, consumer loans, and corporate credit-generating KRW 8.9 trillion in NII in 2024 (group level, IFRS basis). The group targets a prudent loan-to-deposit ratio near 90% to boost spreads while preserving liquidity; even after prolonged low rates, NII stayed foundational, contributing about 58% of 2024 operating income.
Commission and Fee Income
Shinhan earns large fee income from credit card processing, brokerage, and asset management-fee revenue was 4.2 trillion KRW in 2024, about 18% of non-interest income, reducing reliance on interest margins.
As wealth management and investment banking grow, fee-based income is projected to rise; fees scale with Shinhan's 24 million retail customers and expanded AUM (assets under management) of ~180 trillion KRW in 2024.
Insurance Premiums
Shinhan's life and non-life insurers collect regular premiums-KRW 17.8 trillion gross written premiums in 2024-then invest those funds (investment income contributed ~26% of insurance profit in 2024), creating a dual revenue layer; cross-selling across Shinhan Bank and securities boosts policy uptake and lowers acquisition cost, while tight underwriting and claims control keep loss ratios and combined ratios within target ranges.
Investment Banking and Advisory Fees
- KRW 485bn IB fees 2024
- +12% year-on-year (2023→2024)
- High volatility: -28% in 2022
- Dependent on deal flow and macro health
Trading and Investment Gains
The group earns income from proprietary trading and investments across currencies, derivatives, and fixed-income; in 2024 Shinhan reported trading gains of KRW 420 billion, reflecting active global market positioning.
These gains are volatile but can yield high returns under expert management; all positions are monitored against the group-wide risk appetite and VaR limits to contain downside.
- 2024 trading gains: KRW 420 billion
- Asset classes: FX, derivatives, fixed income
- Risk control: VaR and group risk limits
Strong 2024: KRW 8.9T NII, KRW 4.2T Fees, KRW 17.8T Insurance GWP
Net interest income KRW 8.9T (2024) ~58% op income; fees KRW 4.2T (2024) ~18% non – interest; IB fees KRW 485B (+12% y/y); trading gains KRW 420B (2024); insurance premiums KRW 17.8T (2024), investment income ~26% of insurance profit.
| Metric | 2024 |
|---|---|
| NII | KRW 8.9T |
| Fees | KRW 4.2T |
| IB fees | KRW 485B |
| Trading gains | KRW 420B |
| Insurance GWP | KRW 17.8T |
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