• Sweden's news in English
 
app_header_v3

Björn Borg drops undies in North Korea

The Local · 19 Nov 2013, 16:47

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.”

Story continues below…

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
Brexit: Sweden’s leaders meet for talks about 'our friend'
Ebba Busch Thor outside the PM's office before Monday morning's talks. Photo: Christine Olsson/TT

“The UK is our friend and we have to respect the decision.”

Brexit vote
Swedish stock market plummets in Brexit aftermath
The Stockholm Stock Exchange felt the full force of Brexit on Monday morning. Photo: Tomas Oneborg/SvD/TT

Monday is the first day of trading in Sweden since Britain voted to leave the European Union, and negative effects are already being felt.

Why this Swedish canal was filled with dead rats
Malmö's canals were not for the squeamish on Sunday. Photo: Johan Nilsson/TT

The canals of Kungsparken in southern Swedish city Malmö were filled with unwelcome guests at the weekend.

Brexit vote
Poll: Sweden still wants to stay in EU after Brexit vote
Most Swedes polled don't want a referendum on EU membership. Photo: Henrik Montgomery/TT

A post-Brexit poll shows that the majority of Swedes would still vote to stay in the EU.

My Swedish Career
'I was only supposed to stay in Sweden for a few months'
Dan Paech, the founder of Run With Me Stockholm. Photo: Private

Meet Dan Paech, 31, the Australian who found his entrepreneurial path in Stockholm.

Sweden murder probe after refugee centre death
One person had been detained and other potential witnesses were being questioned. Photo: TT

Swedish police on Sunday launched a murder investigation after a young woman was found dead at a shelter housing asylum-seekers.

Sweden trials electrified highway for trucks
The truck draws power as it moves at speeds of up to 90km/h (56mph) while putting out no emissions. Photo: Scania AB

The Swedish truck firm Scania, in partnership with German engineering company, Siemens, is developing the world’s first “eHighway”, a four kilometre stretch of highway north of Stockholm.

Brexit vote
Sweden opposition cools talk of 'Swexit' poll
Anna Kinberg Batra, of the largest opposition party, the Moderates. Photo: TT

"This is a sad day for the British and for Europe."

Brexit vote
Swedish PM swats aside calls for EU renegotiation
"Sweden will now lose an important partner in the EU," Löfven said. Photo: TT

Left Party calls "totally irresponsible."

Brexit vote
'Devastated' - Brits in Sweden shocked by Brexit vote

Expat Brits in Sweden have reacted with shock, despair and uncertainty to the result of the EU referendum in the UK which was won 52-48 by the Leave campaign.

Sponsored Article
5 reasons you should try dating with The Inner Circle
Culture
How do Swedes celebrate Midsummer?
Sponsored Article
How to find student housing in Malmö: 5 tips
Culture
Coming soon: Sweden’s smelly fermented fish
National
Assange lawyer: Sweden should recognize UN opinion
Blog updates

17 June

Queen’s Birthday Stockholm 2016: 9th June. 90th Birthday. 900 Guests! (The Diplomatic Dispatch) »

"What do you do when you read that the Queen’s 90th Birthday in London will be…" READ »

 

10 June

i lördags, på lördag – time phrases for present, past and future (The Swedish Teacher) »

"Hejsan! Swedish time phrases can be difficult to master. It takes a lot of practice to…" READ »

 
 
 
Sponsored Article
Stockholm school celebrates Nepal Project success
Private
The Local Voices
Why is this Syrian dentist who hugs like a Swede worried about undies?
Sponsored Article
Why you should attend an international job fair
Swedish nationalist 'shot and ate' lion and giraffe
Analysis & Opinion
'Sweden's residency revamp is harmful and inhumane'
Photo: The Local
The Local Voices
UNHCR boss: 'It's hard to start your life without your family'
Sponsored Article
Avoid hidden fees when sending money overseas
Politics
VIDEO: Brits in Europe say why UK should stay
Photo: Marko Risović
The Local Voices
World Refugee Day: Searching for safety in Europe - in pictures
National
Is Swedish nationalists’ foreign food ban bananas?
Sponsored Article
Education abroad: How to find an international school
Gallery
Property of the week: Söråker
Sponsored Article
The man behind Sweden's biggest music festival
International
Poll shows huge support for EU in Sweden
The Local Voices
How a Syrian scuba diver mobilized Sweden's biggest asylum centre
Sponsored Article
US expats: Have you met your tax deadlines?
Sport
Zlatan: 'If we'd been fighting for real, he'd be in hospital'
Sponsored Article
Malmö: Home to the best food in Sweden?
The Local Voices
Orlando reflections: Is it possible to be gay and Muslim?
Sponsored Article
VIDEO: Why Malmö is the world's 6th best city for biking
Sweden to go ahead with migrant age tests
Sponsored Article
5 reasons you should try dating with The Inner Circle
Gallery
People-watching: June 17th-19th
National
Will you be hit by changes to Sweden's residency laws?
Sponsored Article
6 simple travel hacks that will make your life easier
The Local Voices
Why an Iraqi who won Swedish lottery won't quit his restaurant job
Gallery
People-watching: Midweek revellers
National
Why this pizzeria is giving elderly Swedes free meatballs
3,307
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