The 2010 Shanghai World Expo, which opened its doors to visitors last Friday, is seen by many as a once in a lifetime marketing blitz for multinational companies seeking to increase their presence in the world's fastest growing economy.
From Korea, Samsung, Hyundai Motor, LG and nine other leading business groups have set up a joint exhibition hall at the Expo to promote their corporate image and products among hundreds of thousands of Chinese visitors.
But Korean Air, the nation's largest air carrier headed by chairman Cho Yang-ho, is nowhere to be seen, while its rival, Asiana Airlines headed by CEO Yoon Young-doo, is taking full advantage of the trade fair to boost its brand image and flight services between Korea and China.
Kumho Asiana Group, the parent of the nation's second largest airline, is one of the 12 domestic business groups that opened the joint pavilion at the Shanghai Expo.
Last year, the Korea International Trade Association (KITA) came out with an idea of setting up a collective promotion hall for local companies at the Expo. It made the offer to a number of domestic companies and selected a total of 12 businesses willing to participate in the project. Each participant paid up to 3 billion won.
But Hanjin Group, the parent of Korean Air and Korea's ninth largest conglomerate, was not included on the list, while the struggling Kumho Asiana Group was able to secure a spot.
Korean Air officials say they did not receive a proposal from KITA, saying that it would have taken part in the Expo if it had been given the chance.
``It is unfortunate that KITA did not make us an offer. If it had done so, our marketing team would have participated in the Expo, along with other leading local companies. But we have already established a strong presence in China and carried out a number of corporate social responsibility-related activities. Chinese consumers see us as one of the most responsible and local-friendly foreign airlines,'' a Korean Air spokesman said.
The spokesman said despite its non-attendance at the Expo, the company is confident that it will continue to maintain its market lead over other foreign air carriers operating in the world's third largest economy. But at the same time, he said the airline should have taken a more active approach toward the Shanghai Expo, adding it would have been a big boost to Korean Air if it had entered the trade fair.
Over the past decade, Korea-China air routes have become lucrative for both Korean and Chinese airline firms in tandem with growing bilateral political, economic and cultural ties. An ever increasing number of Korean tourists are visiting Chinese cities, with more Chinese travelers coming to the country year after year.
In contrast, Kumho Asiana Group has secured a space at the Shanghai Expo and introduced Asiana Airlines and other units to hundreds of thousands of Chinese and other foreign visitors.
A total of 100 million visitors from China and other countries are expected to visit the Expo from May 1 through Oct. 31. About 4.3 million people are estimated to view Korea's joint corporate hall.
``We made the right decision to take part in the setup of the exhibition hall. As part of Kumho Asiana Group, Asiana Airlines is introduced to thousands of visitors through visual presentations every day. We also provide booklets and other promotional materials on who we are and what we do. We are positive that our presence at the Shanghai Expo will help us boost our corporate image and attract more Chinese travelers,'' an Asiana Airlines spokesman said.
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