Daesun Joojo Rolls Up Sleeves to Revive Struggling Local Markets Facing Recession Crisis...

[Asia Economy Yeongnam Reporting Headquarters Reporter Hwang Du-yeol] Busan local company Daesun Joojo has rolled up its sleeves to revive the struggling neighborhood commercial districts amid the economic downturn.

Since last month, Daesun Joojo has been conducting promotional events such as the ‘Seumusal Soju’ to attract young people turning 20 this year into the commercial district at ‘Obangmatgil’ in Yeonje-gu, Busan.

Seumusal Soju is a limited edition soju label attached to the main product ‘Daesun’ brand, featuring the ‘Obangmatgil’ logo and the phrase ‘Seumusal’ (meaning twenty years old), which was distributed to pubs within the commercial district. Daesun sales staff visited each store daily to promote and assist in selling the ‘Seumusal Soju’.

The soju sold out in less than two days, and additional production is underway.

Kim Su-yeon, who is turning 20 this year, said, “It was impressive to have a soju for adult certification prepared just for me at my first drinking party after turning twenty.”

Prior to this, at the end of last year, Daesun Joojo conducted joint marketing where the mascot of Obangmatgil, ‘Onnakkom’, and Daesun soju dolls toured the commercial district to introduce Obangmatgil.

The mascot of Obangmatgil, 'Onnakkkom,' and the presidential election soju doll (left), along with the 'Seumusal Soju' figure.

In March, Daesun Joojo will hold a plogging event in the alleys around Seomyeon together with ‘Sseuregi-reul Jupneun Saramdeul (Ssejupin)’, a group mainly composed of MZ generation from Busan and Gyeongnam.

The event, held under the theme ‘Make Busan Green’, will involve about 50 members of Ssejupin and Daesun Joojo employees collecting trash and conducting a cleanliness campaign around the side streets of Seomyeon.

Park Hyun-ji, leader of Ssejupin, said, “We plan to continue the plogging events with Daesun Joojo, which leads ESG management, until every corner of Busan becomes clean.”

Since June last year, Daesun Joojo has posted over 20,000 pieces of content on social media by employees and promotional staff to promote small business stores in more than 40 major commercial districts in Busan.

Daesun Joojo CEO Jo Woo-hyun said, “I understand that the damage to neighborhood commercial districts is more severe than ever due to the economic downturn,” and added, “Daesun Joojo will make greater efforts to overcome difficulties together with local small business owners.”

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