Daesun Joojo Leads 'BUY Busan'... Collaborates with Small Businesses and Provides Cash Support

Campaign Slogan Engraved on Auxiliary Labels, 5 Million Bottles Produced

Daesunju CEO Jo Woo-hyun (right) is taking a commemorative photo with Park Hyung-joon, Mayor of Busan, at the 'BUY Busan Campaign' proclamation ceremony.

[Asia Economy Yeongnam Reporting Headquarters Reporter Dongguk Lee] Daesun Joojo has decided to actively support the ‘BUY Busan’ campaign, which is being promoted through the cooperation of the public and private sectors to revitalize the economy.

On the 22nd, the ‘BUY Busan’ campaign launch ceremony was held in the large conference room on the first floor of Busan City Hall, attended by representatives from Busan City, the local business community, media, civic groups, and companies. Daesun Joojo participated in the ceremony as a representative of local manufacturers and signed the joint pledge.

The ‘BUY Busan’ campaign, led by the catchphrase ‘Buy Busan, Live Busan,’ is a year-round consumption promotion campaign aimed at revitalizing local businesses, small merchants, and self-employed people who have been hit hard by COVID-19.

To spread the campaign’s momentum, Daesun Joojo plans to produce 5 million bottles in five batches of 1 million bottles each, with the ‘BUY Busan’ campaign catchphrase printed on the supplementary label of its flagship product, Daesun Soju. The 5 million bottles represent a quantity that allows Busan citizens aged 20 to 59, the main consumers of soju, to encounter the campaign message at least twice. The first production is scheduled to begin in April.

Additionally, Daesun Joojo will strengthen collaboration with Busan’s public platforms such as Dongbaekjeon, Dongbaektong, and Dongbaek Taxi.

In February, Daesun Joojo signed a business agreement with Kona I, the operator of Dongbaek Taxi, and conducted joint promotions. Through a sales network spread like a spider web across major commercial districts in Busan, they distributed discount and promotional coupons for Dongbaek Taxi to citizens, encouraging the use of Dongbaek Taxi.

Building on the experience of collaborating with Dongbaek Taxi, joint promotions are being planned with BNK Busan Bank, the operator of Dongbaekjeon, and Dongbaektong, Busan’s public delivery app. Daesun is currently conducting practical consultations with Busan City, Busan Bank, and the Busan Economic Promotion Agency, and visible results are expected soon.

Alongside this, Daesun Joojo is also providing in-kind support to small merchants and self-employed people struggling due to COVID-19. Daesun Joojo has already provided 350 million KRW in cash support this year to the Busan branch of the Korea Foodservice Industry Association, a leading local self-employed business group.

In February, through collaboration with Frontier Foods, a Busan-based pork soup meal kit company, 40,000 units were sold out via an online shopping mall.

Daesun Joojo CEO Jo Woo-hyun said, “As a brand loved by local residents for 92 years, it is a natural duty to take the lead in revitalizing the local economy,” adding, “We will strive to provide even a small help to small merchants suffering from COVID-19 through the ‘BUY Busan’ campaign.”

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