South Korean Companies Successfully Promote Busan Expo to the World
South Korean companies have made significant efforts to promote the Busan Expo for the past 18 months, targeting the event’s successful hosting in 2030. They have recruited and engaged with over 3,000 individuals from around the world, serving as “Busan Ambassadors.” Their dedication and commitment to showcasing their technological expertise have raised expectations for the “Miracle of Busan.”
According to the business community and the Korea Chamber of Commerce and Industry on the 28th, 12 domestic conglomerates have actively engaged in promoting the Busan Expo by visiting a total of 175 countries since the private fundraising committee was established in June last year. They have had the opportunity to meet with over 3,000 high-ranking officials, including heads of state and ministers, through 1,645 meetings.
Notably, the roles played by the top five Korean conglomerates, including Samsung, SK, Hyundai Motor, LG, and Lotte, have been remarkable. These five conglomerates accounted for 89.6% of all negotiation activities, demonstrating their proactive approach. In particular, more than half (52%) of the meetings involving Busan promotion had the participation of company CEOs, showing their sincere commitment.
The chairman of the Korea Chamber of Commerce and Industry and SK Group chairman, Chey Tae-won, who served as the head of the private fundraising committee, established a base called “Maison de Busan (House of Busan)” in Paris, France, where the host city selection conference was held. He met with key figures on a regular basis. Chairman Chey traveled a distance of 700,000 kilometers during the promotion period, literally going the extra mile.
Samsung Electronics Chairman Lee Jae-yong visited the Cook Islands, where the Pacific Islands Forum (PIF) summit was held, twice in July and early this month. Hyundai Motor Group Chairman Chung Eui-sun was the first among domestic conglomerates to establish a dedicated organization for the Busan Expo in August 2021 and actively support the event. LG Group Chairman Koo Kwang-mo focused on Africa, particularly countries with strong ties to Saudi Arabia, during his business trip to Rwanda last month.
Each company participating in the private fundraising committee conducted targeted promotion activities in countries where they have business relationships. Samsung focused on Nepal, Laos, South Africa, and Lesotho, while SK concentrated on Afghanistan, Armenia, Lithuania, and Malta. Hyundai Motor targeted Peru, Chile, and the Bahamas, while LG set its sights on Kenya, Somalia, and Rwanda. These companies promised to provide world-class technology and expertise in manufacturing, information technology (IT), and environmental sustainability during the negotiation process.
The successful promotion efforts of South Korean companies have significantly contributed to raising awareness of the Busan Expo and attracting international support. With their dedication and commitment, the “Miracle of Busan” is eagerly anticipated by people around the world.
