[The Insight]
社長團 워크샵서 支援 方案 論議
프랑스 政財界 人士에 支持 要請
賣場 懸垂幕-배너로 메시지 傳達
具光謨 LG 代表가 지난해 10月 폴란드 바르샤바 總理室에서 마테우슈 모라非에츠키 폴란드 總理를 豫防하고 있다. LG그룹 提供
LG가 그룹 系列社와 經營陣을 總動員해 ‘2030 釜山世界博覽會’ 誘致 支援 活動에 積極 나서고 있다.
글로벌 事業 力量을 保有한 系列社들이 協議體를 構成해 海外 主要 人士를 만나 交涉 活動을 벌이고 民官 合同 使節團 派遣 時 同行해 誘致 活動을 支援하고 있다. 또 美國 뉴욕 타임스스퀘어를 비롯한 海外 主要 랜드마크와 國內 主要 據點에서 ‘2030 釜山世界博覽會’의 弘報 映像을 上映하는 等 屋外 廣告를 持續 運營하고 있다.
國內 엑스포 誘致에 對한 關心을 끌어올리기 爲해 B2C系列社들의 力量도 積極 活用하고 있다. LG電子와 LG生活健康, LG유플러스는 賣場 內 懸垂幕과 배너, 弘報物을 통해 全國 賣場을 찾는 顧客들에게 世界博覽會 釜山 誘致 메시지를 傳達하고 있다. LG電子는 베스트샵 賣場 TV 製品에도 誘致 弘報 映像을 上映해 賣場을 訪問한 顧客들에게 엑스포 誘致의 重要性을 弘報 中이다.
具光謨 ㈜LG 代表의 誘致 意志도 積極的이다. LG는 지난해 9月 ‘社長團 워크샵’에서 엑스포 誘致 支援 方案을 論議했다. LG그룹의 最高經營陣들은 釜山엑스포가 國家的으로 重要하고 意味가 큰 行事인 만큼 國內外에서 積極的인 誘致 活動을 이어가기로 했다.
워크샵 直後인 지난해 10月 舊 代表는 마테우슈 모라非에츠키 폴란드 總理를 豫防해 ‘2030 釜山世界博覽會’ 誘致를 支持해 달라고 要請했다. 舊 代表는 “世界博覽會가 追求하는 ‘새로운 希望과 未來’에 對한 疏通의 腸이 釜山에서 마련되길 期待한다”고 말했다.
美國 뉴욕 타임스스퀘어 屋外 電光板에 釜山世界博覽會 誘致 廣告가 上映되고 있다. LG그룹 提供
하범종 ㈜LG 經營支援部文章(社長)도 지난해 10月 18日(現地時間) 프랑스 파리에서 開催된 駐프랑스 韓國大使館의 國慶日 行事에 參席했다. 이날 行事에는 프랑스 파리에 居住하고 있는 國際博覽會機構(BIE) 會員國 大使 70餘名을 비롯 大韓民國과 프랑스 各界各層의 主要 人士 500餘名이 參席했다. 하범종 社長은 “世界는 多樣한 分野에서 大轉換의 時點에 가까이 와있으며 企業들도 未來世代와 共存하며 社會에 寄與할 수 있는 다양한 方法들을 苦悶해 나가고 있다”면서 “世界博覽會는 늘 앞서가는 時代精神을 선보이며 世界를 이끌어 온 만큼, ‘2030 釜山世界博覽會’가 企業들이 나아가야 할 指向點을 보여줄 수 있을 것으로 期待한다”고 했다.
LG電子는 지난해 10月 LG電子 프랑스法人 新規 社屋에서 國際博覽會機構와 協力 關係에 있는 有力 人士들을 招請해 誘致 活動을 펼치기도 했다. 이 行事에는 자크 코소브스키 프랑스 쿠르브부아 市場, 세드릭 플라비앙 쿠르브부아 市議員, 윌리암 프로 오드센주 商工會議所 代表 等 政財界 主要 人士들이 參席했다. LG電子는 參席者들에게 釜山이 世界博覽會에 最適의 都市임을 强調하며 誘致 意志를 알렸다.
그 直前인 9月에는 韓國에서 에티오피아, 탄자니아, 수단, 케냐, 르완다, 앙골라 등 아프리카 6個國 駐韓 大使 및 外交 關係者를 招請해 支持를 要請했다. 서울 강서구 마곡동 LG사이언스파크에서 進行된 이 行事에는 조주완 LG電子 社長과 윤성혁 釜山엑스포誘致委員會 企劃本部長 等 政府 關係者가 함께 參席했다.
조 社長은 “釜山은 디지털 技術 基盤 未來形 親環境 스마트 시티로 變하고 있다”며 “’2030 世界博覽會’를 통해 具現될 새로운 人類의 未來를 設計할 最適의 場所인 만큼 이 자리에 모인 各國의 大使님들의 많은 關心과 支持를 付託드린다”고 했다.
LG establishes consultative body
for global efforts for Busan Expo bid
Ways to support Expo bid are discussed at CEO workshop
Calls for support from French political and business sectors
Banners promoting Busan Expo bid placed in LG stores
LG’s billboard advertisement promoting the World Expo 2030 Busan is displayed at Gimpo International Airport. Photo by LG Group
LG Group is actively supporting the bid for the World Expo 2030 Busan by mobilizing its affiliates and executives.
A consultative group set up by LG’s affiliates with global business capabilities is meeting with key foreign figures for discussions and accompanying a joint private-public delegation’s visits to overseas countries to support PR activities. The group is also running billboard ads by displaying PR videos for the World Expo 2030 Busan in major overseas and domestic landmarks, including Times Square in New York.
LG Group is also actively utilizing the capabilities of its B2C affiliates to boost domestic interest in the expo. LG Electronics, LG Household & Health Care, and LG Uplus placed banners and PR materials within their stores across the country to promote the expo to visiting customers. LG Electronics is also playing PR videos on TVs displayed in its Best Shop stores to promote the importance of hosting the expo in Busan to its customers.
Chairperson Koo Kwang-mo is providing enthusiastic support for the expo. LG discussed how to support the bid for the Busan Expo at a workshop of its presidents in September last year. LG Group’s top management team decided to provide continuous support for the expo as it is a large event with national importance.
In October last year right after the workshop, Chairperson Koo paid a courtesy visit to Polish Prime Minister Mateusz Morawiecki and asked for his support for the World Expo 2030 Busan. “I expect Busan to become a venue of communication for new hopes and future, which is the goal of the World Expo,” said Koo.
LG Electronics installed over 160 flags to advertise the World Expo 2030 Busan at IFA 2022, a home appliance exhibition held in Berlin, Germany.Photo by LG Group
The head of LG Group’s Management Support Division and President Ha Beom-Jong attended the National Day event hosted by the Korean Embassy in France in Paris on October 18 last year (local time). The event was attended by over 70 ambassadors of the Bureau International des Expositions (BIE) member countries residing in Paris and over 500 key figures from South Korea and France from various sectors. “The world is getting close to the point of great transformation in many areas, and businesses are developing ways to co-exist with future generations and make contributions to society,” said Ha. “As the World Expo has always led the world with the future-oriented zeitgeist, I expect the World Expo 2030 Busan to propose future goals for businesses.”
LG Electronics invited key figures in cooperative relationships with the BIE to the new building of its French Office in October last year to promote the expo. The event was attended by Mayor of Courbevoie Jacques Kossowski, a city council member in Courbevoie Cedric Flavien, Deputy Director General of the Hauts-de-Seine Chamber of Commerce and Industry William Prost, and other prominent figures in the political and business circles. The South Korean company emphasized that Busan is an optimal city to host the World Expo 2030 and expressed determination to win the bid.
In September, Ambassadors to South Korea and foreign affairs officials of six major African countries ? Ethiopia, Tanzania, Sudan, Kenya, Rwanda, and Angola ? were invited and asked to provide support for the expo. The event held at LG Sciencepark in Magok-dong, Gangseo-gu, Seoul was also attended by LG Electronics CEO Cho Joo-wan and Yoon Seong-hyeok, planning department head of the Bid Committee for World Expo 2030 Busan, among other government officials.
“Busan is transitioning into a future-oriented environment-friendly smart city based on digital technologies,” said CEO Cho. “As it is an optimal city to design a new future for humanity, which will be realized through the World Expo 2030, I ask for support and interest from the ambassadors who are here today.”
박현익 記者 beepark@donga.com
Park Hyeon-ik beepark@donga.com
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