• Sweden's news in English
 

Björn Borg drops undies in North Korea

Published: 19 Nov 2013 16:47 GMT+01:00

The focal point of Björn Borg’s autumn campaign ‘Björn Borg says JA! to Weapons of Mass Seducton’ was The Drop, a scheme to “love bomb” underwear onto the city voted most in need of some love and seduction.

"We couldn’t even imagine a place like North Korea would win,” Lina Söderqvist, marketing director at Björn Borg, told The Local. "We had planned how we would pursue an airdrop, and we could have done it almost anywhere in the world – except North Korea."

Just over a week into the campaign, The Drop's website experienced a traffic surge from South Korea. The North Korean capital sky-rocketed in the poll, gaining more than 25,000 votes overnight. By the poll’s end on October 31st, more than 53,000 people around the world had taken part in the vote, and 60 percent went to Pyongyang.

"It was impossible to do an airdrop in North Korea," Söderqvist told The Local. "Someone would get hurt. But we had promised to deliver our underwear to the winner, and the world voted for North Korea. And we thought, who are we to say no? We’ve been given this mission, by the world. So let’s do it."

The solution? Sending in an undercover journalist. Björn Borg hired a journalist, whose name is withheld for security reasons, to give out the underwear by hand in Pyongyang.

“We also sent a package of underwear to the embassy, but it didn’t arrive and we don’t know why,” Söderqvist said, adding that the seductive undies might have been seized by the state.

The Swedish infiltrator was only allowed to bring one suitcase, which he stuffed with 150 pairs of bright pink camo-print underwear. He went to Pyongyang on a tourist visa and was accompanied at all times by two North Korean “guides”, to whom he also gave underwear.

“Conditions for performing this task are… not ideal,” the journalist wrote on his anonymous blog documenting the experience. “The only time when I was left alone today was for one minute down in the Pyongyang Metro, but I felt that taking out pink underwear and taking photos down there could have serious consequences, so I decided not to do it.”

While he did manage to give out all of the underwear from his suitcase, not a single recipient dared to get their picture taken with the underwear, the journalist reported on the blog. In a desperate attempt to spread more seduction he resorted to dropping underwear in the hotel corridor – and even throwing it out the window of his room on the 41st floor.

“I wish I could be there when someone finds the gifts I put out on the street,” he signed off on his blog. “In any case, I’m sure the recipients of our gifts will have use for them, and that their new Weapons of Mass Seduction will do more good than the thousands of actual weapons in circulation here.”

In the meantime, Björn Borg’s website keeps getting hit by South Korean visitors, and the company has decided to give back the love. “We’re planning on translating some of our site into South Korean,” Söderqvist told The Local. “We’re not planning on doing distribution there in the near future, but who knows? It may come.”

After South Korea, the country with the most votes for needing more love and seduction was Sweden, with Chalmers University of Technology in Gothenburg in second place, and the Swedish Left Party in third.

Solveig Rundquist

Follow Solveig on Twitter

The Local (news@thelocal.se)

Your comments about this article

Today's headlines
Pirate Bay founder to appeal domain ruling
The Swedish state owns two Pirate Bay domain names after a court ruling. Photo: Marc Femenia/SCANPIX

Pirate Bay founder to appeal domain ruling

One of the Swedish Pirate Bay founders will appeal a court ruling to let the state seize two domains used by the controversial file-sharing site, his lawyer has told a Swedish daily. READ  

Sweden's bid to speed foreigners into work
Many foreign professionals struggle to find work in Sweden. Photo: Lena Granefelt/imagebank.sweden.se

Sweden's bid to speed foreigners into work

A new fast-track scheme's been proposed to help foreign skilled workers find employment more quickly in Sweden. The plans, which were presented by the Swedish government on Monday, could come into effect within a year. READ  

Russian veterans in Nazi attack on Swedish Ikea
An Ikea store in Moscow, Russia. Photo: AP Photo/Mikhail Metzel

Russian veterans in Nazi attack on Swedish Ikea

A group of Moscow veterans has lashed out at Ikea, accusing the Swedish furniture giant of deliberately destroying war memorials in a move to help Nazi ideology take hold in Russia. READ  

Brexit
Brits in Sweden will get to vote in EU referendum
Prime Minister David Cameron has pledged that Britain will hold a referendum on the EU. Photo: AP Photo/Mindaugas Kulbis

Brits in Sweden will get to vote in EU referendum

British nationals who have been living in Sweden for less than 15 years will be allowed to vote in the EU referendum, while most citizens from other EU countries who are living in the UK will have no say on whether the nation in the European Union, the British government has announced. READ  

Royal Wedding
Avicii confirms DJ set at Sweden's royal wedding
Avicii performing in Stockholm in 2014. Photo: TT

Avicii confirms DJ set at Sweden's royal wedding

Sweden's most famous DJ has confirmed he is set to play at the wedding of Prince Carl Philip and Sofia Hellqvist next month after befriending King Carl XVI Gustaf's son in Ibiza last year. READ  

Hero neighbour rescues young boy in window fall
The town Västervik in Småland where the fall occurred. Photo: Västervik.com

Hero neighbour rescues young boy in window fall

A six-year-old boy who fell out of a third floor apartment’s window in Västervik in southern Sweden was saved by a neighbour. READ  

Sweden hosts giant global 'war' air challenge
An aircraft preparing for the challenge. Photo: Försvarsmakten (Swedish Armed Forces)

Sweden hosts giant global 'war' air challenge

The Arctic Challenge Exercise (ACE 2015) is taking place in northern Sweden with more than 3600 military staff from nine countries practising how they might work together during war. READ  

Eurovision 2015
Eurovision winner Måns celebrates with pizza
Måns Zelmerlöw is greeted by happy fans at Arlanda airport. Photo: TT

Eurovision winner Måns celebrates with pizza

UPDATED: Sweden's Eurovision 2015 winner arrived back in Stockholm on Sunday where he was met by delirious crowds, before spending the evening with a pizza and his pet dog. READ  

My Swedish Career
'Stockholm is the prettiest city in Europe'
Joshua Goddard has visited all of Europe's countries. Photo: Private

'Stockholm is the prettiest city in Europe'

In this week's My Swedish Career feature, we meet a Kiwi teacher who relocated to Stockholm and became a semi-professional globetrotter. The Local speaks to Joshua Goddard just after he completed his grand tour of Europe. READ  

Swedish woman shot dead at Istanbul club
Istanbul photo: Shutterstock

Swedish woman shot dead at Istanbul club

UPDATED: The shooter suspected of having killed a Swedish woman outside a night club in Turkey on Saturday night is still at large, Istanbul police have said. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
IN PICTURES: Eurovision winner Måns Zelmerlöw through the years
Gallery
People-watching: May 22nd-23rd
National
Why are Sweden's beaches among the worst in Europe?
National
VIDEO: Can you get your tongue around Sweden's word for 'nurse'?
National
How two million Swedes are designing a 'house of clicks'
Blog updates

24 May

 (Joel Sherwood) »

"Real American men don’t watch Eurovision. New video: http://www.youtube.com/watch?v=vQk5dUhGt-w ..." READ »

 

22 May

Editor’s blog, May 22nd (The Local Sweden) »

"Greetings from Stockholm, The hot topic in Europe this week is whether or not the UK will..." READ »

 
 
 
National
What's on in Sweden this week
Sponsored Article
Kristin Amparo: 'Swedes are afraid to be proud'
National
Five facts you need to know about Sweden's Eurovision entry
Bupa
Sponsored Article
Healthcare: Nine questions every expat should ask
Sponsored Article
What it's like to be a student in Malmö
National
Why do one in three Swedes want to join Nato?
Sponsored Article
'No one tells expats about unemployment benefits'
Features
What to do in Stockholm this summer
Sponsored Article
Why expat women are choosing Swedish natural birth control
Gallery
People-watching: May 20th
National
How Sweden and Saudi Arabia got back on speaking term after row
Gallery
Property of the week: Västra hamnen, Malmö
Sponsored Article
'There is no such thing as Swedish values'
National
Why is support for the Sweden Democrats at a record high?
Sponsored Article
ConnectSweden: Examining Sweden's place in the world
Gallery
People-watching: May 15th - 17th
National
VIDEO: Swedish man's roar scares off charging bear
National
'Gang conflict' linked to latest Gothenburg attack
National
RECIPE: How to make Panna cotta with cloudberry jam
Sponsored Article
'Educated immigrants get stuck in limbo in Sweden'
Gallery
IN PICTURES: Your May sun snaps
National
Sweden backs migrant sharing plan
National
Swedish boozing on the rise
National
Why Sweden's deputy PM was forced to apologize for Auschwitz analogy
National
End of the road for Julian Assange's arrest appeal?
Features
Booked to go to one of Sweden's sizzling music festivals yet?
National
Is Avicii set to play at Sweden's royal wedding?
National
Meet the Swedish boy who used to be a girl
Sponsored Article
How to change the world: Malmö to Mogadishu
Gallery
IN PICTURES: Princess Estelle through the years
National
Why is obesity ballooning in Sweden?
National
VIDEO: The bizarre Swedish nurses song that's gone viral
National
Ecuador stray dog Arthur in Swedish charity race
National
UK expert: 'Sweden's current military state is alarming'
National
Elfdalian: a real language spoken in central Sweden in 2015
National
Is King's love for house tracks behind new military music?
Gallery
Property of the week: Hjortnäs, Leksand
National
Sex-crazed grouse terrorizes Swedes
National
IN PICTURES: Sweden's King Carl XVI turns 69
National
Dolphins spotted in Baltic
Gallery
People-watching: May 1st-3rd
Sponsored Article
'Never waste a good crisis'
National
Road trippers flock to 'The Bridge'
National
Why are Swedish supermarkets banning paracetamol pills?
Gallery
People watching: April 29th
National
"In many ways Swedes and Americans are kindred spirits"
Politics
Did you know four Swedish party leaders are women?
National
Swedish rescue team stuck on way to Nepal quake zone
Swedish Hasbeens
Sponsored Article
Is the world wrong to connect Sweden with sex?
Sponsored Article
'Impossible' to run Skanska without Bromma Airport
Sponsored Article
Want to study in Sweden? Read why Stockholm is the best choice
Sponsored Article
'Sweden must embrace openness and diversity'
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

3,337
jobs available
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
psdmedia.se