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Auxiliary label of Daesun Soju printed with promotional material of '2021 Busan Community Chest of Korea'.

[Asia Economy Yeongnam Reporting Headquarters, Trainee Reporter Hwang Du-yeol] Daesun Brewery has elevated the ‘auxiliary label’ on soju bottles, which previously received little attention from consumers, into a platform for a regional love campaign.

Daesun Brewery has designed the auxiliary labels to promote Busan-based companies, flagship products, and local festivals as part of the ‘Regional Love Campaign.’

Daesun Brewery stated, “When the Regional Love Campaign began in 2010, the C1 auxiliary label, which held over 90% market share in the Busan soju market, featured an image advertisement for the local company ‘Birak,’ resulting in significant promotional effects.”

After the first print, promotional requests poured in from Busan-based companies in finance, manufacturing, and tourism sectors such as Busan Bank, Panstar Cruise, Treksta, Turbo Power Tech, Amaranth Cosmetics, and Green Joy.

Not only companies but also public institutions like the Busan Police Agency, Dongnae District Office, and Busan Environmental Corporation, as well as local festivals, cultural events, and tourist site promotions, followed with requests.

A representative from the Busan Police Agency said, “The drunk driving eradication campaign was effective, so we requested multiple promotions.”

A Dongnae District Office official also said, “Having Daesun Brewery in the district has provided considerable help in promoting Dongnae’s festivals and traditional markets.”

The ‘Regional Love Campaign’ ran for 12 years from 2010 until the end of December 2021, carrying out campaigns on over 300 themes printed on more than 600 million auxiliary labels. For each theme, between 1 million and 11 million auxiliary labels were printed and delivered to consumers.

If the 600 million auxiliary labels, each measuring 55 mm wide and 63 mm tall, were laid end to end, they would stretch enough to travel the Gyeongbu Expressway 45 times back and forth. In terms of area, they could wallpaper the entire South Korean mainland twice.

Daesun Brewery CEO Jo Woo-hyun said, “To repay the love we have received from the region, we will continue to carry out the Regional Love Campaign using auxiliary labels.”

This content was produced with the assistance of AI translation services.