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[The Insight]

‘2030 ?? ?????(???)’ ??? ?? ???? ?? ?? ? ???? ???? ?? ?? ??. ??? ??? ?? ? ?? ??? ?? ??? ?????? ??? ??? ??????, ??? ‘??’? ?? ??? ??? ???? ????.

???? ??? ??? ??? ???? ??? ?? ??? ??? ???? ???? ??. ?? ??? ???? ?? ? ??? ????? ??? ?? ??? ???? ??? ?? ??. ??? ?? ?? ??? ??????? ???? ?? ??? ‘??’? ? ?? ??? ??? ??? ???.

????? ??? ??? ??? ?? ????? ??? ????? ??? ???????(BIE) ??? ???? ?? ?? ??? ??? ??. SK??? ‘2030 ??????? ?????’ ?????? ?? ?? ??? ??? ???? ??? ??? ??? ??? ?? ??? ???. 2021? ?? ??? ? ?? ?? ??? ?? ?? ?? ??? ?? ?????? ? 1? ?????? ?? ??? ?? ??? ?? ??? ??? ????? ??? ?????. LG ?? ????? ???? ???? ??? ??? ???? ??? ?? ??? ???.

Busan Metropolitan City, as well as South Korean businesses and institutions, are engaging in a series of promotional efforts to host the World Expo 2030 Busan. Under the aim to propose a better future vision for humanity by hosting the expo, the South Korean central and local governments and businesses are making utmost PR efforts as ‘one team.’

Businesses are highlighting the need to host the expo in Busan by utilizing their global infrastructure. Strategies of combining corporate social contributions, such as educational support and support for vulnerable groups, and PR efforts to win the bid for the World Expo 2030 stand out. Such strategies are to mobilize companies’ business capabilities and social contribution activities to create ‘win-win’ results for countries around the world.

Samsung Electronics’ top management, including Executive Chairman Lee Jae-yong, is utilizing its global network to meet with relevant persons of the member countries of the Bureau International des Expositions (BIE) to win the bid for the expo. SK Group is also sending its members to several countries for PR efforts to host the expo under the leadership of its Chairman Chey Tae-won who is currently serving as a co-chair of the Bid Committee for World Expo 2030 Busan. Hyundai Motor Group, which set up an organization dedicated to hosting the expo as the first among South Korean companies in 2021, sponsored cars with lettering to promote the Busan expo at the World Economic Forum in January this year, garnering the attention of participants. LG also mobilized its affiliates and management team to carry out PR activities targeting both domestic and overseas customers.
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Song Chung-hyeon balgun@donga.com '>