PR Lessons from Busan Expo 2030’s Bidding Journey

Despite the setback in the race to host the World Expo 2030 against Riyadh, Busan – South Korea’s second-largest city – still leaves indelible marks in the hearts of media professionals and the general public alike. So, what can PR practitioners worldwide learn from this impressive journey?

The impressive development of Busan city. 

Mobilizing a Nationwide Campaign

The heart of Busan’s impression in this bidding process lies in its comprehensive nationwide PR campaign, which left no stone unturned in promoting its bid.

Additionally, Busan’s PR campaign showcased a harmonious blend of online and offline efforts. Furthermore, the city strategically placed paid advertorials in foreign media and utilized advertisements on the streets of Paris, where the Bureau International des Expositions is based. Consequently, this global outreach played a pivotal role in positioning Busan as a strong contender for Expo 2030, effectively capturing the attention of the international community.

1. Strategic Celebrity Endorsements

BTS’s conconcert named “Yet to come in Busan”, igniting the expo bidding campaign. The event attracted around 10,000 people

One of the most brilliant PR strategies employed by Busan was harnessing the immense popularity of Korean pop culture. By engaging K-pop sensation BTS, one of the world’s most influential music groups, as PR ambassadors, Busan amplified its message to a vast audience. Consequently, BTS’s dedicated fanbase and immense social media reach generated widespread attention for Busan’s bid, resonating with millions of fans worldwide. Moreover, in October 2022, the group performed a concert in Busan as a free event to attract around 10,000 people to promote the city. Remarkably, the city’s mayor even proposed that the group’s members be allowed to skip their military duties, controversially suggesting their work to attract the expo could serve as an alternative.

In addition to BTS’s involvement, the charismatic actor Lee Jung Jae, an Emmy winner for his role in “Squid Game,” was another vital celebrity endorsement for Busan’s bid. His image adorned posters across the city, showcasing his support for Expo 2030. Both BTS and Lee Jung Jae played pivotal roles in elevating Busan’s profile on the global stage, making the city a compelling destination for Expo 2030.

A poster of actor Lee Jung-Jae, one of the promotional ambassadors for Busan’s bidding activities for the World Expo 2030, on the side of a bus in Busan. The city government put up such posters on 450 buses in the city.

2. Corporate Backing

Busan’s PR campaign was further reinforced by the support of economic conglomerates, Samsung, LG, SK Group, Huyndai….

Early 2022, the city of Busan used LG Electronics’ electronic billboards at Times Square in New York and Piccadilly Circus in London to promote the city’s bid to host the 2030 World Expo in Busan.

Hyundai Motor vehicles show signs supporting Busan’s bid for World Expo 2030 before the Eiffel Tower in Paris.

World Expo 2030 Busan Korea by Samsung

Busan’s Special Competitive Advantage: A History of Hosting International Events

Busan’s bid to host Expo 2030 was also buoyed by its remarkable track record of successfully hosting major international events. Moreover, Busan has previously hosted notable events, including the Asia-Pacific Economic Cooperation (APEC) Summit in 2005 and the FIFA World Cup. These events showcased the city’s capabilities on the global stage and demonstrated its ability to successfully host large-scale international gatherings.

Furthermore, Busan’s designation as a UNESCO City of Film in 2014 further added to its cultural appeal. Consequently, the city’s vibrant film industry and rich cultural heritage resonated with international audiences, making Busan an attractive destination for Expo 2030.

Busan International Film Festival (BIFF) is one of the most significant film festivalsin Asia which attract roughly more than 80 countries.

In addition, Busan has proactively embraced new technologies, establishing a Blockchain Special Zone and building a Smart Green City. Consequently, these forward-thinking initiatives showcase the city’s commitment to innovation and sustainability, aligning perfectly with the themes of Expo 2030.

Engaging Local Civic Support

Beyond top-down PR strategies, the impressive race of Busan was fueled by the deep sense of pride and passion among its citizens. Over 200 local civic groups actively promoted the bid, erecting banners throughout the downtown area in support of hosting the World Expo. This grassroots support became a driving force behind Busan’s bid and demonstrated the city’s strong community engagement.

Busan residents after welcoming events for the Bureau International des Expositions’ delegation at Busan Station

Key Takeaways for PR Practitioners

While not securing the hosting rights for the World Expo 2030, the PR campaign for Busan Expo 2030 offers valuable insights and takeaways for PR practitioners worldwide.

The power of a comprehensive nationwide campaign, leveraging the popularity of Korean pop culture, showcasing a rich history of successfully hosting international events, embracing new technologies, and garnering support from economic conglomerates were all vital strategies that contributed to Busan’s extraordinary journey.