[EXPO BID D-100] Busan mayor stresses 'tailored cooperation' ahead of expo vote

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[EXPO BID D-100] Busan mayor stresses 'tailored cooperation' ahead of expo vote

Published: 21 Aug. 2023, 06:00

Busan Mayor Park Heong-joon speaks to Cheong Chul-gun, the CEO of this paper, at the JW Marriott Hotel Seoul in Seocho District, southern Seoul, last Wednesday, nearly 100 days before the voting day that will determine the host city for the 2030 World Expo. [PARK SANG-MOON]

In about 100 days, the host city for the 2030 World Expo will be chosen. Now, more than ever, the man spearheading efforts to bring this prestigious event to Korea says he believes Busan has a real shot at winning.

For one, Korea's promotional strategy to win the bid has grown much more sophisticated with time, Busan Mayor Park Heong-joon told the Korea JoongAng Daily last Wednesday during a visit to Seoul.

"We're individually engaging with countries to demonstrate how partnering with Korea will yield long-term benefits for their respective nations," Park said, calling it a form of "tailored cooperation."

A Korea-led World Expo, he stressed, will serve as a "solution platform" for the international community to address serious challenges facing the world.

During the interview, conducted by the paper’s CEO, Cheong Chul-gun, Park described how Busan was making headway in the three-way expo competition and why he thinks the international event will put the Korean port city on the world map.

The interview was held on the occasion of marking 100 days before the vote for the 2030 World Expo, which fell on Sunday. The following are excerpts from that conversation, condensed and edited for clarity.

Q. Congratulations on the first anniversary since your re-election as the mayor of Busan. How has your previous year been?

A. Counting my initial term, I’ve been serving as the Busan mayor for a total of two years and four months now. Throughout this period, I have consistently stressed the significance of establishing a new growth axis connecting the southern and northern regions of the country, while underscoring Busan’s crucial role in driving development within the southern region. Fortunately, my objective received a positive response from the Yoon Suk Yeol administration and has become part of its national agenda.

A nod from the central government has enabled Busan to expeditiously execute various projects aimed at fortifying the port city’s status as a truly global hub. These projects include the bid to host the 2030 World Expo, alongside initiatives to establish a new airport and host the Korea Development Bank. We are witnessing a surge in investments from the business sector and achieving prominent positions in both domestic and international city quality-of-life rankings.

In less than 100 days, the host city for the 2030 World Expo will finally be determined among Busan, Italy’s Rome and Saudi Arabia’s Riyadh. How’s the race coming along?

I think it has come down to two major contenders. However, given Italy’s substantial diplomatic influence, even if someone were to call it a three-way competition, there would hardly be room for disagreement. Saudi Arabia currently has the most endorsements. But a final decision will be made through a vote by 180 countries, and it’s widely anticipated that the majority will make their decision close to the voting day, making it quite challenging to predict anything.

One positive sign for us is that even though we started the race under difficult circumstances, after numerous presentations, on-site inspections, bilateral negotiations and promotional activities, we’re seeing an increasing number of countries endorsing Korea. They are coming to notice how serious we are about hosting the expo and realize that the opportunity can lead to long-term partnerships beneficial to their countries. Korea is definitely making headway.

What’s your endgame strategy to secure more votes to win the expo bid?

Previously, our promotion had been centered mostly on Korea’s national brand, what the country hopes to achieve through hosting the expo and how it can help pioneer universal civilization for humanity.

Now, our focus is more on what we call “tailored cooperation.” We’re individually engaging with countries to demonstrate how partnering with Korea will yield long-term benefits for their respective nations. We are also working to convey our intention of establishing a “solution platform” at the expo that seeks to address new challenges facing humanity and countries across the world, rather than merely showcasing the latest technologies and products. This approach has received a positive reaction.

Is there some sort of a secret strategy unknown to the public?

Ah, that’s what makes it a secret. We try not to leak too much information through the press because, after all, this is a competition.

I heard Korea’s bid committee for the 2030 World Expo will soon launch a task force in Paris, where the Secretariat of the Bureau International des Expositions (BIE) is located, to boost promotional efforts leading up to the voting day.

That’s right. We will be dispatching a team to Paris. From September, we will be cranking up on-site promotional activities across numerous countries.

Back in June, President Yoon gave an English-language presentation promoting Busan’s bid during the 172nd general assembly of the BIE in Paris. Following this, the Korean government hosted a reception. What was the overall atmosphere like?

Many people said we gave the best presentation and had the best content. Our reception had the most guests, too. President Yoon went around the reception hall to personally greet and shake hands with each guest, and many attendees remarked that Korea’s commitment to the expo seemed unparalleled.

I presume you’ve attended countless meetings for the expo.

I often find myself questioning whether I’m a mayor or a diplomat. I meet several foreign dignitaries in my office each week because every time they visit Korea, either the presidential office or the Ministry of Foreign Affairs suggest they drop by Busan. And thanks to playing host on so many occasions, the city has gained immense diplomatic advantages. Many guests have told me that they have learned a great deal about the city through these interactions.

What advantage do you think Busan has over Rome and Riyadh?

I think it was all proven when the BIE delegation visited Busan in April for an on-site inspection. We are thoroughly prepared for the World Expo: the infrastructure, transportation, environment, land, weather, civic consciousness and unwavering enthusiasm — you name it. The fact that Busan is a port city facing the beautiful ocean is another core advantage.

In terms of transportation, one obstacle was the airport, but that’s been solved by the government’s recent announcement to fast-track the completion of the Gadeokdo New Airport. Once we introduce the Urban Loop [a high-speed train within the city that transports passengers at a speed of over 1,280 kilometers per hour, or 795 miles per hour], it will take only 25 minutes to get from the Gadeokdo New Airport to Gijang County, even after stopping at all seven stops along the way.

Busan Mayor Park, front right, guides a delegation from the Bureau International des Expositions (BIE) through a promotional hall dedicated to the 2030 Busan World Expo at the Busan Port International Exhibition & Convention Center on April 5. The delegates were visiting Busan for an on-site inspection. [YONHAP]

Busan made numerous commitments hinging on its role as host for the 2030 World Expo. Regrettably, I must ask: What happens if Busan fails to secure this designation? Would all those plans go down the drain, such as the construction of the Gadeokdo New Airport and the redevelopment of the North Port?

It’s Korea’s vision to transform Busan into a global hub city. This vision must be pursued regardless of the expo outcome. Hosting the 2030 World Expo will be a great turning point for the city on many different levels, but even if we don’t get chosen, that doesn’t mean we are going to suddenly pull the plug on our objective to establish a new growth axis connecting the southern and northern regions of the country. Whether chosen or not, we will uphold our promises, and I understand that the president shares this perspective.

Some skeptics question the potential economic benefits that Busan would derive from hosting the World Expo.

One significant motive behind Korea’s desire to host a mega-event like the World Expo is that it prompts the nation to expedite the execution of numerous essential projects. The 1988 Seoul Olympics provided an opportunity for Seoul to improve its urban landscape, which greatly contributed to Korea’s progress toward becoming a middle-income nation. The 2002 FIFA World Cup propelled Korea toward achieving the status of an advanced country. The World Expo is often referred to as the “economic and cultural Olympics,” which is why its direct economic impact is poised to surpass those of the Olympics or the World Cup.

The World Expo is set to run for half a year, with each country having its dedicated week. Within that timeframe, each country’s president and economic delegation will visit Busan, which, in my view, will significantly contribute to Korea’s pursuit of becoming the “global pivotal state” it aspires to be.

Already during the bidding process, we are witnessing profound benefits, as it has enabled Korea to transcend its conventional diplomatic ties with countries and establish more substantial relationships that could potentially lead to new economic partnerships. Throughout the expo, I believe that Busan can also cooperate with other local government offices across the nation, creating a synergy effect in the tourism industry.

The 25th World Scout Jamboree luckily concluded on a positive note. However, I think it highlighted the need to staff the World Expo organizing committee with central government officials rather than officials from a local government office such as Busan.

The World Expo is integral to the Yoon administration’s national agenda, thus the organizing committee will predominantly consist of central government officials. World Expos hold greater significance compared to the World Scout Jamboree, leading to the anticipation that the expo organizing committee will be more robust and tightly structured.

But when it comes to managing on-site working-level matters, local government officials hold an advantage over those unfamiliar with the region. This is where the Busan Metropolitan Government will play a crucial role. We have extensive experience in hosting major international events such as the 2002 Asian Games and the 2005 APEC Summit. The World Climate Industry Expo took place in Busan earlier this year, and the responses were overwhelmingly positive.

BY LEE SUNG-EUN [lee.sungeun@joongang.co.kr]