Key Korean appointment seen to help PNVF drive needed attention for Men's World Championship

PNVF president Ramon “Tats” Suzara and Jeon Yongjun (fourth and fifth from left) with PNVF secretary-general Donaldo Caringal (right) and marketing head Raoul Floresca (fourth from left) and top officials of the NEOCOLORS P&A Inc. in Seoul

Expect a slight Korean touch for the upcoming FIVB Men's World Championship later this year.

Philippine National Volleyball Federation president Ramon Suzara appointed Jeon Yongjun as the Director of Marketing and Public Relations of the Local Organizing Committee for the event, which takes place in September at both the SMART-Araneta Coliseum and the SM Mall of Asia Arena.

Suzara made the announcement during an official visit he made in Seoul last week, as one of his responsibilities as both the Asian Volleyball Confederation president and the FIVB executive vice president. Accompanying him in the visit is PNVF secretary-general Donaldo Caringal and marketing head Raoul Floresca.

He shares about the appointment, "We wish to create opportunities for South Korea in the world of volleyball," noting that Jeon is expected to integrate Korean marketing and promotional strategies towards the MWCH, with the idea that companies would utilize pop culture to help influences consumer behavior, especially with Korean participation in the competition.

Suzara adds that his role is "pivotal in driving the success and visibility of the prestigious event," and notes that Jeon was recommended by NEOCOLORS P&A Inc. Chief Development Officer Choongwon Su, the exclusive advertising agency and promoter for South Korean and a major partner with the PNVF. The Korean will be the latest addition to the LOC currently co-chaired by William Vincent Araneta Marcos, Alan Peter Cayetano, and Cristina Garcia Frasco. The LOC is seeking to build on the previous edition's reach of 1.5 billion views on television as well as online, which made it the biggest volleyball event in history.

Slotted in Pool C with France, Argentina, and Finland, Korea is one of the teams considered to be one of the fan favorites for the hosts. According to Suzara, "Filipinos are excited to watch the South Korea National Team and will be equally excited to welcome Korean brands," and is potentially eyeing a popular K-Pop Group to make an appearance in the Opening Ceremonies.

He concludes, "The world championship is a big opportunity for the Asian and Korean companies to be known to the billions of viewers around the world and to expand their businesses to the Philippines and Southeast Asia."