"Lotte, led by Shin Dong-bin, runs 'Busan Expo Hosting Wish' ad in EPL"

Advertising in 11 English Premier League Matches Until the 27th
Chairman Shin Dong-bin Accelerates Domestic and International Attraction Activities Using Global Network

Lotte, led by Chairman Shin Dong-bin, is pouring all its corporate resources into the campaign to host the '2030 Busan Expo.'

On the 6th (Korean time), an advertisement wishing for the '2030 Busan Expo bid' was displayed during the English Premier League match between Liverpool and Luton Town held at Kenilworth Road in Luton, England. Lotte will showcase the Expo bid advertisement in a total of 11 English Premier League matches, including this game.
[Photo by Lotte Holdings].

On the 6th, Lotte announced that from the 4th to the 27th, about 20 days before the vote to decide the host city for the 2030 World Expo, it will display advertisements supporting the bid for the '2030 Busan Expo' at stadiums of the English Premier League (EPL), the football league with the largest global fan base. The Premier League is known as the world's most popular professional football league, with an average attendance of about 40,000 per match and approximately 600 million households in 212 countries watching.

Lotte will run advertisements with messages such as "WORLD EXPO 2030 BUSAN, KOREA" and "HIP KOREA! BUSAN IS READY" to support the Busan Expo bid. Starting from the match between Wolverhampton Wanderers, where national football player Hwang Hee-chan plays, and Sheffield United on the 5th (Korean time), the ads will be visible in 11 English Premier League matches including Manchester United, Liverpool, and Everton. Manchester United and Liverpool are among the most popular teams in the Premier League, so the advertising effect is expected to be even greater.

Lotte Chairman Shin Dong-bin met with Ramon Laguarta, CEO of PepsiCo, at the CGF held in Kyoto, Japan, last June to request support for the bid to host the 2030 Busan Expo.
[Photo by Lotte Holdings].

Chairman Shin is leveraging his global business network to campaign for support from key political and business figures domestically and internationally, as well as global corporate leaders. In Vietnam, which he visited in September to commemorate the opening of Lotte Mall West Lake Hanoi, he met with high-ranking political and business officials to request support for the Busan Expo bid. Earlier in June, as chairman of the Asia Society Korea, he invited about 30 ambassadors to Korea to visit the Busan Expo site and requested their support for the bid. In the same month, at the Consumer Goods Forum (CGF) Global Summit held in Kyoto, Japan, Chairman Shin personally spoke as a presenter to introduce Busan’s capability to host the Expo to executives from over 20 global consumer goods companies.

Among its affiliates, Lotte Chemical, Lotte Shopping, and Lotte Wellfood, which operate overseas, also contributed to the support campaign focusing on countries where they have a presence. Executives from Lotte Holdings and Lotte Chemical met last month in Paris, France, with ambassadors to France from Japan, Indonesia, Malaysia, Uzbekistan, and representatives from the Bureau International des Expositions (BIE) to request support for the Busan Expo. Since the ambassadors and BIE representatives hold voting rights for the Expo host city, Lotte expects their support to have a direct impact on the vote outcome. Officials from Indonesia, Malaysia, and Uzbekistan, where large-scale projects are underway, responded positively to investment discussions and requests for support for the Busan Expo.

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