Support for Expo Hosting Utilizing Extensive Global Network
As the International Bureau of Expositions (BIE) General Assembly, which will decide the host city for the 2030 Busan World Expo (2030 Busan Expo), approaches (scheduled for the 28th), Korean companies are making all-out efforts to attract the Expo. Korean companies such as Samsung, SK, Hyundai Motor, and LG are supporting the Expo bid at the forefront by leveraging their extensive global networks.
A double-decker bus wrapped with promotional advertisements for the '2030 Busan Expo' is passing by the Eiffel Tower in Paris, France. Photo by LG
◆Samsung and LG Mobilize Global Networks
As of the 24th, in London, UK, Samsung Electronics has put advertisements wishing for the success of the Busan Expo on 'Black Cabs,' creating 'Busan Expo Taxis' that roam throughout the city. These 'Busan Expo Taxis,' fully wrapped with messages supporting the Expo bid and illustrations of Busan’s landmarks, run through central London locations such as Buckingham Palace, Westminster, the London Eye, and Piccadilly Circus, raising awareness of the Busan Expo. At Paris Charles de Gaulle International Airport, where the BIE General Assembly will be held, Samsung Electronics has installed a series of large billboards spanning over 100 meters along passenger routes to bolster support for the Busan Expo bid.
Samsung, which has the most overseas bases among domestic companies, conducts Expo bid activities not only through its headquarters but also via its overseas branches. Samsung Electronics Vice Chairman Lee Jae-yong met with BIE member country officials to promote the bid. Samsung’s technology-centered philosophy for humanity aligns with the three main themes of the 2030 Busan Expo: 'Technology for Humanity,' 'Sustainable Life with Nature,' and 'A Place for Care and Sharing.' Samsung plans to showcase various future advanced technologies in fields such as semiconductors, artificial intelligence (AI), and next-generation communications at the 2030 Busan Expo.
LG has placed messages supporting the Expo bid on the sides or fronts of 2,028 city buses in Paris, known as the 'Busan Expo Buses.' These buses, operating on various routes, travel throughout the city?from iconic landmarks like the Eiffel Tower, the Louvre Museum, and the Champs-?lys?es to the outskirts of Paris?acting as 'mobile ambassadors.' Additionally, since the 1st of this month, about 300 billboards have been concentrated throughout central Paris to promote the Busan Expo bid.
LG Group Chairman Koo Kwang-mo has taken the lead in the Busan Expo bid efforts. Last month, he visited African BIE member countries to promote Busan and the Expo bid. In October last year, he met with the Polish Prime Minister and expressed hope that Busan would become a venue for communication about the 'new hope and future' pursued by the World Expo, requesting support. CEOs and executives of LG’s various affiliates with global business capabilities have also been meeting key figures in countries they visit on business trips to seek support for the Busan Expo bid.
◆Hyundai Motor Forms Dedicated Team to Support Expo Bid
In August 2021, Hyundai Motor Group established a dedicated task force (TF) to support the bid for the Busan World Expo (Busan Expo). It was the first domestic conglomerate to create a group-level TF. At the major countries’ bid competition presentation (PT) held in Paris last June, Hyundai Motor researcher Yang Ju-ri presented following Prime Minister Han Duck-soo. She highlighted how the company considers humanity’s sustainability in the process of researching advanced technologies. This hands-on approach reflects the understanding that corporate support led by top management plays a decisive role in attracting international events.
During this Expo bid process, Chairman Chung Eui-sun and other key executives have been actively engaged. Last year, Chairman Chung met with prime ministers of countries where Hyundai Motor and Kia factories are located, such as the Czech Republic and Slovakia, to request support. In March this year, he visited the United States and, together with the Korean Embassy there, invited ambassadors from African and Caribbean countries to express the firm intention to host the Busan Expo.
Hyundai Motor Group operated art cars emblazoned with Busan symbols throughout city centers during international events where world leaders gathered, such as the ASEAN Summit in September this year, the G20 Summit, and the Asia-Pacific Economic Cooperation (APEC) Summit in mid-month. This move recalled the philosophy of founder Chung Ju-yung, who likened automobiles to national flags. Besides the art cars, wrapping cars featuring the Busan World Expo logo toured key locations worldwide.
Online content was also launched. Through various social networking services (SNS), content showcasing Busan’s competitiveness and future vision was created in multiple languages. The total number of contents released so far, including short-form videos and card news, reaches 80.
◆SK Chairman Chey Tae-won Serves as Chair of Busan Expo Bid Committee
SK Group has been operating a full-scale support system since last year when Chairman Chey Tae-won was appointed chair of the Busan Expo bid committee. The group held a CEO seminar in Paris, France, last month, where executives met with BIE member country ambassadors stationed in Paris to request support for Busan. Some affiliate representatives had to rush directly to the airport without attending the executive dinner on the seminar’s last day to accommodate the schedules of VIPs visiting various countries. In the week before and after the seminar, SK executives, including Chairman Chey, contacted representatives from more than 25 countries. This month, the executives are focusing diplomatic efforts mainly on Pacific island nations, Latin America, and Europe.
POSCO Group Chairman Choi Jeong-woo met with Argentine President Alberto Fern?ndez in March last year to request support for the Busan Expo and engaged with political and business figures in key negotiating countries such as Indonesia, Vietnam, and Mexico to support the bid. The group’s executives plan to hold relay meetings with local ambassadors from Argentina, Tanzania, and Madagascar until just before the vote on the 28th to appeal for support for the Busan Expo.
Hanwha Group Vice Chairman Kim Dong-kwan also visited France in June to promote the Busan Expo bid locally. He met with seven domestic group heads and French President Emmanuel Macron, then flew directly to Vietnam to join President Yoon Suk-yeol’s economic delegation to strengthen support for Busan. GS Group Chairman Heo Tae-soo formed a group task force led by GS Construction President Woo Moo-hyun in July last year to support the Busan Expo bid. HD Hyundai Vice Chairman Jung Ki-sun promoted the necessity of the Busan Expo during his visit to Switzerland for the World Economic Forum in Davos in January this year.
◆The Three Major Telecom Companies Support Expo Bid Leveraging Their Corporate Strengths
SK Telecom’s urban air mobility (UAM) ride experience, which shows the landscape of Busan in 2030 when the Expo will be held, remains one of the popular promotional contents. It received favorable reviews during the Busan Expo inspection team’s visit in April and was exhibited again at the official reception in June. Last month, UAM experiences were offered to tourists and Parisians near the Seine River pier close to the Eiffel Tower and on boats. Busan’s local delicacies such as Tteokbokki, fish cakes, seed hotteok, and camellia tea were provided to convey Busan’s spirit.
KT deployed mobile base stations around the Gwangalli area during the Busan Expo inspection team’s visit in April and increased 5G and LTE capacity to ensure smooth communication services until the inspection team’s final schedule.
LG Uplus operated a mobile base station wrapped with messages supporting the Expo bid at the Busan International Film Festival venue last month.
CJ ENM leveraged its strengths as a content company to support the Busan Expo bid. Last month in Paris, it held 'M Countdown in France,' imprinting the Busan Expo on the minds of people worldwide. About 22,000 global fans, as well as BIE delegates and political and business figures, participated. Promotional content such as the Busan Expo music video featuring girl group Kep1er and the animation 'Shinbi Apartment: Find Boogie's Invention!' also received positive reviews.
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