[The Insight]
國內外 네트워크 基盤으로 支援 活動
現地 資源 活用해 시너지 效果 創出
專擔팀 만들어 誘致 活動 支援
鄭義宣 현대자동차그룹 會長(왼쪽)李 2030 世界博覽會 釜山 誘致를 弘報하기 위해 에두아르드 헤게르 슬로바키아 總理와 面談했다. 현대자동차그룹 提供
현대자동차그룹은 2030 釜山 世界博覽會(엑스포) 誘致를 위한 國民的 關心과 熱氣 造成을 위해 다양한 支援 活動을 벌이고 있다. 世界博覽會機構(BIE) 會員國으로부터 支持를 이끌어내기 위해 現代車그룹 經營陣이 直接 발벗고 나섰다.
現代車그룹은 2021年 8月 國內 大企業 中 가장 먼저 그룹 次元 專擔 組織인 ‘釜山엑스포誘致支援TFT’를 構成했다. 以後 國內外에 構築한 네트워크를 活用해 2030 釜山 엑스포 誘致 活動을 進行하고 있다.
現代車그룹은 지난해 7月 열린 2022釜山國際모터쇼에서 國內外 觀覽客들에게 公式 弘報 傳單을 配布했다. 釜山 뿐 아니라 현대車·起亞 主要 販賣 據點에도 關聯 弘報物을 備置해 사람들의 關心과 呼應을 誘導하고 있다.
現代車그룹은 2023年 1月 스위스 다보스에서 열린 2023 世界經濟포럼(WEF·다보스포럼)에서도 2030 釜山 엑스포 誘致를 위해 다양한 行事를 進行했다. 于先 2030 釜山 엑스포 弘報 文句를 입힌 車輛 58臺를 現地에서 運營했다. 釜山엑스포의 비전인 ‘世界의 大轉換, 더 나은 未來를 向한 航海’에 맞춰 親環境車 45臺를 投入했다. 釜山 弘報用 文句를 담은 車輛들은 行事 期間 동안 市內를 오가며 自然스럽게 誘致 支援 活動을 했다. 現代車그룹은 다보스포럼 期間 中에 열린 ‘韓國의 밤’ 行事場 入口에 2030 釜山 엑스포 로고가 適用된 透明 컨테이너를 設置하고, 그 안에 제네시스의 컨셉트카 ‘제네시스 엑스’를 展示해 參加者들의 耳目을 집중시켰다.
현대자동차그룹은 2030 世界博覽會 誘致를 위해 파리에서 誘致 活動을 펼쳤다. 현대자동차그룹 提供
지난해 6月, 11月에는 BIE 總會가 開催된 프랑스 파리에서 2030 釜山世界博覽會 로고로 裝飾한 現代車 車輛을 運行했다. 車輛들은 파리의 主要 觀光 名所 周邊을 運行하며 總會 參席을 위해 모인 BIE 會員國 人士들과 파리를 찾은 觀光客을 對象으로 世界博覽會 開催 候補地인 釜山을 알렸다. 現代車그룹은 인도네시아 발리에서 열렸던 主要 20個國(G20) 頂上會議에서 使用될 제네시스 G80 電動化 모델, 現代 아이오닉5 等 總 393代의 公式 車輛을 支援하는 傳達式에서 2030 釜山 엑스포 弘報 배너를 設置하고, 案內 冊子를 備置하며 釜山 엑스포 友好 雰圍氣 造成에도 나섰다.
現代車그룹의 글로벌 네트워크를 基盤으로 한 誘致 支援活動도 活潑히 進行됐다. 지난해 10月 鄭義宣 現代車그룹 會長은 페트르 피알라 체코 總理, 에두아르드 헤게르 슬로바키아 總理를 잇따라 만나 2030 釜山 엑스포 開催를 支持해달라고 要請했다. 鄭 會長은 釜山 엑스포의 未來 비전과 韓國, 그리고 釜山이 保有한 力動性과 未來志向性을 說明했다. 鄭 會長은 2月 28日(現地 時間) 美國 워싱턴에서 駐美韓國大使館 主管으로 열린 아프리카 및 카리브海, 太平洋 沿岸 主要國 駐美大使 招請 行事에 參席해 2030 釜山 엑스포 開催에 對한 關心을 呼訴했다.
장재훈 現代車 社長도 2022年 10月 바하마, 칠레, 파라과이 等 中南美 3個國을 訪問해 2030 釜山 엑스포 誘致 活動을 벌였다. 張 社長은 바하마, 칠레, 파라과이를 次例로 찾아 各國 頂上들을 만나 釜山 엑스포 誘致를 呼訴했다. 송호성 起亞 社長은 지난해 9月 남아프리카공화국과 모잠비크, 짐바브웨 等 아프리카 3個國을 直接 찾아 釜山 엑스포 誘致 活動을 펼쳤다. 現代車그룹은 “글로벌 이벤트와 現地 네트워크를 모두 活用해 誘致 活動의 시너지 效果를 높이고, 特히 世界人들의 共感帶를 形成하는데 積極 나설 것”이라고 傳했다.
Hyundai Motor sets up exclusive team
for creating global consensus
Expo bid campaign based on domestic and overseas networks
Seeks synergy effect by utilizing local resources
Environment-friendly cars showcased at World Economic Forum
To promote Busan as a candidate city to host the World Expo 2030, Hyundai Motor Group runs the Electrified G80 vehicles in Davos, Switzerland, where the 2023 World Economic Forum is held. Photo provided by Hyundai Motor Group
Hyundai Motor Group is conducting various activities to support raising people’s interest in the World Expo 2030 Busan. The executives of the group are also working hard to gain support from the member countries of the Bureau International des Expositions (BIE).
In August 2021, Hyundai Motor Group set up a task force team, a group-level organization dedicated to the expo bid, for the first time among large South Korean companies. Since then, the group has been performing activities to promote the World Expo 2030 Busan by utilizing its domestic and overseas networks.
The group distributed official promotion leaflets to the domestic and foreign visitors of the 2022 Busan International Motor Show held in July last year. Expo PR materials are also placed not only in Busan but also at major sales locations of Hyundai Motor and Kia, encouraging people’s interest and attention.
The automotive group also hosted various events to support the bid for the World Expo 2030 Busan at the 2023 World Economic Forum (WEF) held in Davos, Switzerland in January 2023. First, 58 cars with lettering to promote the expo were operated in Davos, including 45 environment-friendly cars in line with the Busan expo’s vision of “Transforming Our World, Navigating Toward a Better Future.” The cars drove across the city while the forum was held, promoting the Busan expo. The group also set up a transparent container with the logo of the World Expo 2030 Busan at the entrance to the event hall for Korea Night held during the WEF and displayed the Genesis X Concept in the container, garnering much attention from the attendees.
Hyundai Motor Group Chairman Chung Eui-sun (third from the left) meets ambassadors to the U.S. of major countries in Africa, the Caribbean Sea, and the Pacific Coast at an event, which was hosted by the South Korean Embassy to the U.S. in Washington, D.C., and asks for their support for the World Expo 2030 Busan. Photo by Hyundai Motor Group
The group also operated Hyundai Motor vehicles decorated with the logo of the World Expo 2030 Busan in Paris in June and November last year when general meetings of the Bureau International des Expositions (BIE) were held. The cars drove near popular tourist sites in Paris to promote Busan as a candidate location to host the Expo 2030, targeting the officials of the BIE member countries who gathered to attend the meetings and tourists visiting the city. The group also installed banners to promote the World Expo 2030 Busan and kept booklets to call for support for the city at a delivery ceremony to sponsor 393 official cars, including the Genesis Electrified G80 and the IONIQ 5, to be used for the G20 summit held in Bali, Indonesia.
Hyundai Motor Group also actively supported the expo bid by utilizing its global networks. The group’s Chairman Chung Eui-sun met with Czech Prime Minister Petr Fiala and Slovak Prime Minister Eduard Heger in October last year, asking for their support for the World Expo 2030 Busan. Chairman Chung explained the future vision of the expo, as well as the dynamics and future orientation of South Korea and Busan. He also attended an event inviting ambassadors to the U.S. of major countries in Africa, the Caribbean Sea, and the Pacific Coast, which was hosted by the South Korean Embassy to the U.S. in Washington, D.C. on February 28, and asked for their interest in the World Expo 2030 Busan.
Hyundai Motor CEO Chang Jae-hoon also visited three Latin American countries ? The Bahamas, Chile, and Paraguay ? in October 2022 to promote the Busan Expo bid. Chang met with the leaders of the countries and appealed for their support. Kia President Song Ho-sung visited three African countries ? South Africa, Mozambique, and Zimbabwe ? in September last year to ask for their support for the Busan expo. “We will enhance the synergy effect of PR activities and make active efforts to create a consensus among people around the world by utilizing global events and local networks,” said a member of Hyundai Motor Group.
이건혁 記者 gun@donga.com
Lee Geon-hyeok gun@donga.com
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