Hyundai Motor Group, Full Support for Hosting the '2030 Busan World Expo'

Creating a Hosting Boom at Busan International Motor Show and Hyundai Motorstudio

[Asia Economy Reporter Kiho Sung] Hyundai Motor Group is conducting multifaceted support activities both domestically and internationally to foster nationwide interest and enthusiasm for the bid to host the '2030 Busan World Expo' and to garner support from member countries of the International Bureau of Expositions (BIE).

According to Hyundai Motor on the 12th, starting with Press Day on the 14th, the group will raise awareness about the 2030 Busan World Expo bid among domestic and international visitors attending the motor show from the 15th to the 24th.

At the official Hyundai and Kia booths at the Busan International Motor Show, large LED screens will be used to display the official promotional video for the Expo bid. The official promotional video from the Expo bid committee highlights Busan's vision and competitiveness, emphasizing that Busan is the optimal location to host the World Expo. The video will be shown on the extra-large LED screens at the Hyundai and Kia official booths, expected to capture the attention of visitors.

The bid committee's official promotional leaflets, introducing the economic impact of hosting the Expo domestically, will be distributed, and banners to raise interest in the Expo bid will also be placed at the Hyundai and Kia official booths.

Hyundai Motor Group expects the 2022 Busan International Motor Show, held for the first time in four years since 2018, to be a meaningful opportunity to boost public interest in the 2030 Busan World Expo bid.

The motor show is anticipated to attract a large number of visitors with various side events, including the exhibition of actual vehicles such as Hyundai’s ‘Ioniq 6’ and Kia’s ‘The Kia Concept EV9,’ as well as future mobility experiences.

Additionally, starting in the second half of this year, Hyundai Motor will conduct a bid campaign using Expo promotional QR codes at its brand experience centers, ‘Hyundai Motorstudio’ in Busan and Goyang. Customers participating in the campaign will receive discounts on Hyundai Motorstudio brand goods.

When key figures from BIE member countries visit Korea, Hyundai Motor plans to invite them to Hyundai Motorstudio and other venues to promote Busan’s strengths as a World Expo host city and to request support for Busan’s bid.

Furthermore, support activities for the 2030 Busan World Expo bid will be carried out focusing on domestic and international networks and sales bases.

Domestically, official Expo promotional leaflets will be placed at major Hyundai and Kia sales bases, including Busan, to maintain continuous interest and response. Group-affiliated sports teams will also participate in creating a buzz for the Expo bid. In the second half of this year, special patches wishing for the Expo bid success will be attached to the uniforms of Kia Tigers and Jeonbuk Hyundai Motors FC players.

Overseas, based on its global network, Hyundai Motor Group will conduct support activities targeting BIE member countries in Asia, the Americas, and Europe.

When senior executives travel abroad, Hyundai Motor Group plans to carry out Expo bid activities locally. Since August last year, Hyundai Motor Group has systematically conducted support activities for the Busan World Expo bid by establishing an internal dedicated task force (TF), the first among domestic conglomerates.

On the 21st of last month (local time), at the second competitive presentation (PT) among Expo candidate countries held at the BIE General Assembly in Paris, France, Yang Juri, a researcher from Hyundai Motor’s R&D headquarters, participated as a representative speaker?an unusual case for a private company. Researcher Yang introduced cases of next-generation future mobility research that she personally conducted. Her presentation was praised as the clearest point delivering a differentiated message by easily explaining to member country representatives the direction of humanity and technological innovation that the Busan World Expo aims for.

In addition, in Paris, France, where the BIE General Assembly was held in June, Hyundai vehicles wrapped with the Expo logo toured the streets to promote Busan as a candidate city for the World Expo. Kia utilized its local sales bases in Paris by displaying promotional videos and distributing leaflets, leveraging its local network.

On the 6th, Hyundai Motor Group invited high-ranking officials at ministerial and vice-ministerial levels from about ten major Latin American countries to ‘Hyundai Motorstudio Busan’ to explain Busan’s competitiveness as a host city and to request their support.

A Hyundai Motor Group official stated, “The World Expo is a key event expected to generate significant economic and socio-cultural effects,” adding, “We will contribute our efforts to the successful bid for the Busan World Expo.”

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