[BusanIsReady] Samsung Mobilizes Global Capabilities to Support Busan Expo

Companies Are Running, Samsung

Samsung Electronics showcased a large digital outdoor advertisement featuring a support message for the Busan Expo in Davos, Switzerland, in January 2023.

Samsung is mobilizing its global capabilities to actively promote the bid for the ‘2030 Busan World Expo.’ Lee Jae-yong, Vice Chairman of Samsung Electronics, returned home on the 24th after a 6-night, 7-day trip to France and Vietnam to support the Busan Expo bid, expressing that it was a “meaningful schedule.”

Last June and September, Lee also met with the Prime Minister of the Netherlands and the Presidents of Mexico and Panama to request support for the Busan Expo bid. Samsung Electronics executives, including Vice Chairman Han Jong-hee, have also met consecutively with top leaders such as the German Vice Chancellor, the President of Vietnam, the Prime Minister of Spain, and the King of Lesotho during overseas business trips to seek their backing for the Busan Expo bid.

Leveraging its strength as the domestic company with the most overseas bases, Samsung is conducting comprehensive activities for the Busan Expo bid, involving not only senior executives at headquarters but also regional heads abroad. Support activities targeting visiting high-ranking officials are also ongoing.

Samsung Electronics’ global network and marketing assets are providing significant support for the Busan Expo bid efforts. In January this year, coinciding with the annual meeting of the World Economic Forum (WEF, Davos Forum) held in Davos, Switzerland, Samsung showcased a large digital outdoor advertisement featuring a message supporting the Busan Expo on Bahnhofstrasse, the main street in the center of Davos.

Additionally, promotional videos and advertisements for the Busan Expo are being broadcast at major landmarks including Piccadilly Circus in London, the Entertainment Building in Hong Kong, and Samsung Electronics stores. Domestically, Samsung is informing customers visiting its stores nationwide about the necessity of hosting the Busan Expo, and is also working to create a nationwide buzz for the event through the Bluewings soccer team and the Lions baseball team. By inviting key government officials from around the world to social contribution-related events, Samsung is naturally raising awareness of the Busan Expo while actively supporting the bid.

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