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MOTIE pushes promotion for World Expo 2030 Busan 2022-06-22

The Ministry of Trade, Industry and Energy (MOTIE), the Bid Committee for World Expo 2030 Busan (hereinafter “Committee”), and Busan Metropolitan City (hereinafter “Busan”) rolled out extensive nation-wide and overseas promotion for Busan in the bid to host the World Expo in 2030, on the occasion of the 170th Bureau International des Expositions (BIE) general assembly convened on June 20-21 in Paris, France.

The second round of host candidate nations’ presentations were also held during this time. MOTIE, the Committee and Busan made most of this opportunity to promote the city of Busan at the assembly to BIE member states and across famous venues in Paris.

Promotion could be seen on buildings and bus stops within 200m of Palais des Congrès, which was where the general assembly was held. Thousands of tourists visiting the Avenue des Champs-Élysées could see the billboard put up, and this is where Expo 2012 Yeosu promotion was successfully carried out previously.

Interviews with French media influencers were also filmed and released, including one with a popular local YouTuber, in order to raise awareness of Busan as World Expo host contender. Another promotion channel was through the Centre Culturel Coréen, which posted various promotion material and held special events to advertise the World Expo and Busan.

Corporations pitched in with their own means of promotion. Parisian branches of Samsung Electronics and Hyundai-Kia Motor aired promotion videos and propped up leaflets, and a Hyundai SUV cruised around the streets of Paris touting the World Expo 2030 Busan logo.

The Committee has stepped up promotion within Korea as well. Approximately 15,000 electric signs and monitors run by public institutions around the country are carrying the World Expo Busan ad, and 120 promotions on buses and subways are increasingly drawing attention.

The final decision will be made via vote by the BIE member states at the end of 2023, after five presentation rounds, submission of bid dossier in September this year, and a local inspection in early 2023.

The World Expo 2030 period is slated for six months, through May 1 to October 31. Busan’s selected theme as host candidate for the Expo is “Transforming our world, navigating toward a better future.”