'Just Jerk Boogie' Character Promotion Box Production
Social Media Event, Post on SNS to Receive a Prize
[Asia Economy Yeongnam Reporting Headquarters Reporter Dongguk Lee] Busan City and Samjin Food are joining forces to raise enthusiasm for hosting the 2030 Busan World Expo.
Busan City and Samjin Food announced that from January 22 to April 30, for about three months, they will promote the bid for the 2030 Busan World Expo using Samjin Food’s representative fish cake brand, ‘Samjin Eomuk.’
Samjin Food is a local Busan company that has been selling ‘Busan Eomuk,’ Busan’s representative food, for three generations since 1953.
Samjin Food’s flagship fish cake brand ‘Samjin Eomuk’ has ranked in the top 10 popular Korean food products in the United States on the online sales platform ‘Amazon,’ and in 2020, it was selected as number one in the processed seafood food category in the 23rd Korean Industry Brand Power survey, gaining great popularity both domestically and internationally.
This promotion is part of a citizen-centered campaign using the popular ‘Samjin Eomuk’ to naturally raise enthusiasm for hosting the 2030 Busan World Expo in food spaces and to create a consensus for the bid in everyday life through collaboration with Samjin Food.
To this end, 35,000 promotional boxes featuring the ‘Just Jerk Boogie’ character will be produced and used for product packaging sales in the ‘Hot Deli Shared Box,’ which is the packaging box used at Samjin Eomuk sales stores.
‘Just Jerk Boogie’ is the city’s official communication character wearing the outfit of the popular dance group ‘Just Jerk’ and wishing for the successful bid of the 2030 Busan World Expo.
The ‘Just Jerk Boogie’ depicted on the promotional box is holding a fish cake in one hand and a megaphone in the other, shouting, “Please support the hosting of the 2030 World Expo Busan with Samjin Eomuk.”
The produced promotional boxes will be used at three Samjin Eomuk stores: Busan Station Plaza Branch, Yeongdo Main Branch, and Busan Station Ramada Branch. They will also be stacked in a pyramid shape next to the store cash registers to naturally promote the 2030 Busan World Expo.
An SNS event will be held from the 22nd to the 31st.
Anyone who takes a photo of the promotional box featuring ‘Just Jerk Boogie’ and uploads it to their personal social media with the required hashtags (#2030BusanWorldExpo×BidInBusan, #2030BusanWorldExpo×SamjinEomuk) will receive a small souvenir.
Park Yong-jun, CEO of Samjin Food, said, “We are very pleased to contribute to a national project that will lead the future using the resources we have,” adding, “We will continue to contribute to revitalizing the local economy and faithfully fulfill our corporate social responsibility to do our best in promoting the bid for the 2030 Busan World Expo.”
Park Hyung-jun, Mayor of Busan, said, “I sincerely thank Samjin Food, a local Busan company, for participating in this promotion to raise enthusiasm for hosting the 2030 Busan World Expo,” and added, “Our city will make efforts to promote the 2030 Busan World Expo throughout Korea and increase consensus for the bid during the remaining period until the hosting decision.”
He especially emphasized, “With the upcoming on-site inspection by the International Bureau of Expositions in April, we will do our best until the end so that everyone visiting Busan can not only hear and see the enthusiasm for hosting the 2030 Busan World Expo but also ‘taste’ it. We ask for the enthusiastic interest and support of the citizens.”
Samjin Food is also active as a representative supporter company for promoting the bid for the 2030 Busan World Expo. In 2021, they inserted a bid support phrase for the 2030 Busan World Expo on Samjin Eomuk posters and held a bid support event on their official social media accounts.
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