Foreign Firms to Increase the Image for World Cup

‘We increase our place in Korea taking the opportunity of World Cup 2002”.

Through co-hosts of World Cup 2002, foreign firms try to increase their image in Korea while Korean firms strengthen the image in other companies.

Foreign firms give events to increase the company image in the long term such as ‘ceremony for payer of quarterfinals’ and ‘embellishing a subway station to Sangam Stadium. On the other hand, Korean firms performed the solitary marketing events such as offering the premiums or prizes to customers to celebrate a victory of the match.

As the Japanese tobacco company known as ‘Mild Seven’, JTI Korea held the ceremony of quarterfinals prayer to pray the co-advance of Korea and Japan in front of Daehanmun of Deoksugung, Seoul before the match of Korea-Italy.

In a traditional court dress of Korea and Japan, staff of JTI Korea caught eye of tourists through unique performances such as reading a message of condolence for quarterfinals advance of Korea and mutual bowing.

JTI organized the co-supporters of 500 Korean and Japanese and offered a sticker and fan embossed with ‘Two makes a big One’.

Min, Gyeong-se, a manager of KTI Korea said “This is the best opportunity to increase the company image in Korea as the Japanese firm during the World Cup 2002”.

Located in Hannam-dong of Yongsan-gu, Seoul, Volvo Construction Equipment Korea decorated the subway station of Hangangjin and Itaewon with 80 flowerpots.

Volvo embellished the subway stations with flowerpots for foreign tourists taking the subway in two stations to go to the World Cup Stadium.

Gim, Heejang, an assistant manager of Volvo said “Through this event, we can increase the company image. We will plan to maintain the clean subway station even after World Cup”.

Dupon Korea held ‘autograph event’ to present to the participating teams by including the welcome message in the large national flags of 16 countries which have the match in Korea.

It already presented the signed flags with welcome message and names to teams after touring 4 cities (Gwangju, Busan, Suwon and Incheon).

JVC Korea has been using one subway train of No. 6 subway line for World Cup advertisement for JVC Korea since last September.

Chi-Young Shin higgledy@donga.com