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Expo bid campaign based on domestic and overseas networks
Seeks synergy effect by utilizing local resources
Environment-friendly cars showcased at World Economic Forum

Hyundai Motor Group is conducting various activities to support raising people’s interest in the World Expo 2030 Busan. The executives of the group are also working hard to gain support from the member countries of the Bureau International des Expositions (BIE).

In August 2021, Hyundai Motor Group set up a task force team, a group-level organization dedicated to the expo bid, for the first time among large South Korean companies. Since then, the group has been performing activities to promote the World Expo 2030 Busan by utilizing its domestic and overseas networks.

The group distributed official promotion leaflets to the domestic and foreign visitors of the 2022 Busan International Motor Show held in July last year. Expo PR materials are also placed not only in Busan but also at major sales locations of Hyundai Motor and Kia, encouraging people’s interest and attention.

The automotive group also hosted various events to support the bid for the World Expo 2030 Busan at the 2023 World Economic Forum (WEF) held in Davos, Switzerland in January 2023. First, 58 cars with lettering to promote the expo were operated in Davos, including 45 environment-friendly cars in line with the Busan expo’s vision of “Transforming Our World, Navigating Toward a Better Future.” The cars drove across the city while the forum was held, promoting the Busan expo. The group also set up a transparent container with the logo of the World Expo 2030 Busan at the entrance to the event hall for Korea Night held during the WEF and displayed the Genesis X Concept in the container, garnering much attention from the attendees.

The group also operated Hyundai Motor vehicles decorated with the logo of the World Expo 2030 Busan in Paris in June and November last year when general meetings of the Bureau International des Expositions (BIE) were held. The cars drove near popular tourist sites in Paris to promote Busan as a candidate location to host the Expo 2030, targeting the officials of the BIE member countries who gathered to attend the meetings and tourists visiting the city. The group also installed banners to promote the World Expo 2030 Busan and kept booklets to call for support for the city at a delivery ceremony to sponsor 393 official cars, including the Genesis Electrified G80 and the IONIQ 5, to be used for the G20 summit held in Bali, Indonesia.

Hyundai Motor Group also actively supported the expo bid by utilizing its global networks. The group’s Chairman Chung Eui-sun met with Czech Prime Minister Petr Fiala and Slovak Prime Minister Eduard Heger in October last year, asking for their support for the World Expo 2030 Busan. Chairman Chung explained the future vision of the expo, as well as the dynamics and future orientation of South Korea and Busan. He also attended an event inviting ambassadors to the U.S. of major countries in Africa, the Caribbean Sea, and the Pacific Coast, which was hosted by the South Korean Embassy to the U.S. in Washington, D.C. on February 28, and asked for their interest in the World Expo 2030 Busan.

Hyundai Motor CEO Chang Jae-hoon also visited three Latin American countries – The Bahamas, Chile, and Paraguay – in October 2022 to promote the Busan Expo bid. Chang met with the leaders of the countries and appealed for their support. Kia President Song Ho-sung visited three African countries – South Africa, Mozambique, and Zimbabwe – in September last year to ask for their support for the Busan expo. “We will enhance the synergy effect of PR activities and make active efforts to create a consensus among people around the world by utilizing global events and local networks,” said a member of Hyundai Motor Group.


??? ?? gun@donga.com
Lee Geon-hyeok gun@donga.com