Busan World Expo Bid Battle, 'Byeongma (Byeongma)' Takes the Field

Maesilju 'Daeseon Gold', Official Toast Drink at Paris Reception

Local Company Daeseon Joojo, Promoting Soju Bottle Labels

Cheers to the Busan World Expo!

The liquor brewed by a Busan-based company is also served in bottles (甁) and cups, expressing hopes for the successful bid of the 2030 Busan World Expo. Local companies are fully joining Busan city's long-cherished project.

Daesun Brewery (President Jo Woo-hyun) announced on the 27th that its 30-year-aged premium plum wine, Daesun Gold, was officially served as the toast drink at the 2030 Busan World Expo reception table held in Paris, France on the 21st (local time).

At the reception, President Yoon Suk-yeol shared a toast with representatives from various countries using Daesun Gold. Daesun Gold is a luxury plum wine naturally aged for 30 years, made from the highest quality green plums harvested in Hadong-gun, Gyeongnam.

This reception was an official event appealing for support to host the Busan World Expo, targeting 179 member countries of the International Bureau of Expositions (BIE). About 400 people, including BIE delegations and diplomats stationed in Paris, attended the event.

Previously, Daesun Gold was used as the toast drink and participant souvenir at the BIE diplomats’ reception in Paris in September last year. It was also served as the official toast drink at the welcome dinner for the BIE on-site inspection team held in Busan last April, contributing to the global event bid with local liquor.

After the event, some inspection team members even inquired about the identity and purchase methods of Daesun Gold, showing its popularity.

The efforts of local companies’ liquors to support the global event bid have been well known. Instead of soldiers (兵), bottles (甁) are being deployed, joining the Busan bid front as ‘Byeongma (甁馬)’?a play on words combining bottle and horse.

Earlier, Daesun Brewery partnered with Busan city in 2020 to include promotional phrases on major product secondary and main labels to inform Busan citizens about the necessity of hosting the World Expo.

Since February 2022, they have been running a campaign supporting the Expo bid with the 2030 Busan World Expo Citizen Supporters and the Daesun Soju Expo Special Edition, raising enthusiasm for the Busan World Expo bid.

In May of the same year, Daesun Brewery signed a business agreement with Busan city and installed beach parasols and tubes engraved with the Daesun Brewery logo and Expo bid slogans at Haeundae Beach and Songjeong Beach, informing 10 million summer visitors about the importance of hosting the Expo.

Jo Woo-hyun, president of Daesun Brewery, said, “We are thrilled that ‘Daesun’ is part of promoting the World Expo, which will shape Busan’s next hundred years,” adding, “We will fully cooperate in the promotional campaign for the Busan World Expo bid until the host city is decided in November.”

Premium plum wine Daeseon Gold was used as the official toast drink at the '2030 Busan World Expo Reception' held in Paris, France on the 21st. The toast glass placed on President Yoon Seok-yeol's table at the time. [Image source=Daeseon Joojo]

Official reception held in Paris, France to attract the Busan World Expo. [Image source=Daesun Joojo]

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