• Sweden edition
 
Björn Borg drops undies in North Korea
A pair of seductive Björn Borg undies looking out on Pyongyang. Photo: Björn Borg

Björn Borg drops undies in North Korea

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

Don't miss...X
Left Right

Your comments about this article

Today's headlines
Stockholm Pride 2014
Stockholm Pride bars Sweden Democrats
Photos: Henrik Montgomery/Fredrik Persson/TT

Stockholm Pride bars Sweden Democrats

While a record number of ministers and party leaders will participate in the Stockholm Pride Parade this year, there are notable exceptions - including SD leader Jimmie Åkesson, who is not only 'uninterested' but banned. READ  

Gender neutral 'hen' enters dictionary
Soon 'hen' will be found on this page. Photo: The Local

Gender neutral 'hen' enters dictionary

The ever-controversial pronoun 'hen' has won its battle and is set to officially become part of the Swedish language. READ  

Pines, polska and magic: Urkult Music Festival
Photo: Danny Chapman/The Local

Pines, polska and magic: Urkult Music Festival

The Urkult music festival in northern Sweden may be less sex, drugs and rock'n'roll and more family fun, chai and polska dancing - but Danny Chapman says it’s one of the most magical Swedish experiences he has had. READ  

Presented by Stockholm Business Region
Introducing... ID cards and permits in Stockholm
You want one of these. Photo: Skatteverket

Introducing... ID cards and permits in Stockholm

When it comes to data-driven life, from daycare to healthcare, Sweden is in a league of its own. Above all, your personal number is the key that unlocks life in Stockholm. READ  

In Pictures: The Local's Property of the Week
Photo: Fastighetsbyrån

In Pictures: The Local's Property of the Week

All aboard! We're off to the island of Gotland for our Property of the Week - a home right in the heart of Medieval Visby. Whether you're looking to buy or dying to look - this is the place for you. READ  

Stockholm Pride 2014
Stockholm Pride glides into seventeenth year
Stockholm Pride. Photo: Erik Mårtensson/TT

Stockholm Pride glides into seventeenth year

The largest pride festival in Scandinavia is back for the 17th year in a row. The week promises to be packed with activities - and a glamorous opening gala with Eurovision winner Conchita Wurst. READ  

Preschool teacher arrested for child rape
Photo: Hasse Holmberg/TT

Preschool teacher arrested for child rape

A man has been arrested on the suspicion of raping a child at the preschool where he is employed. READ  

Police arrest 17 people after fatal shooting
Police at the scene. Photo: Niklas Luks/TT

Police arrest 17 people after fatal shooting

Seventeen people were arrested during the early hours of Tuesday after a man was shot dead in central Sweden. Several of the suspects were already known to the police for gang crimes. READ  

Cops find 15kg cocaine stash in woman's car

Cops find 15kg cocaine stash in woman's car

A 35-year-old woman faces charges for aggravated narcotic crimes after police found 15 kilogrammes of unusually high-concentrated cocaine in her car. READ  

Opinion
The top six ways the US and Sweden differ

The top six ways the US and Sweden differ

Back home in the US and with a solid Swedish stint under his belt, contributor Steven Schier has listed what he thinks are the six biggest differences between Sweden and the states. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Skatteverket
Sponsored Article
Introducing... ID cards and permits in Stockholm
Gallery
People-watching, June 26th - 28th. Get inside Stockholm's hottest nightclubs
Gallery
Top ten Swedish taboos
Society
Seven-year-old Swede cycles to Berlin
Politics
'Gaza conflict needs help, not empty rhetoric'
Blog updates

27 July

Approaching Stockholm (Around Sweden in a kayak) »

"I woke up in the comfort of my own little cabin on Eva and Rolf’s boat, it was 7:30am and I was feeling a bit groggy after a couple of beers with all the lovely locals the night before. The previous day had really taken its toll on my body and I was very stiff and..." READ »

 

24 July

Sharing our Pride: Celebrating Love & the LGBT Community! (Stockholm in my American Heart) »

"It’s mid- July in Stockholm, and with much of the city on vacation, things can seem a little quiet – the streets, the bus, and the grocery store. One thing that has not paused for a summer break, though, is preparation for Stockholm’s Pride Festival, which will take place from July 28 to August 2...." READ »

 
 
 
Society
Swedes voted 'most beautiful' in the Nordics
Business & Money
Sweden demands EU clarity on Bitcoin tax
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Business & Money
Sweden falls to third in global innovation index
Society
Swedish ornithologists keep webcam watch
Photo: Andreas Nordström/Image Bank Sweden
Gallery
Top ten Swedish beach hot spots
Tech
Swedish Wiki vet sets new content record
Photo: Fastighetsbyrån
Lifestyle
In Pictures: The Local's Property of the Week
Photo: Finest.se
Gallery
People-watching July 15-16
Photo: Ola Ericson/Image Bank Sweden
Society
What's On in Sweden
Photo: Lisa Mikulski
National
Hope springs eternal for expat pet shop owner
Gallery
Princess Estelle steals limelight at mum's birthday
National
Swedes risk infants' lives by covering up prams
National
Swede runs for office just using Bitcoin funds
Sponsored Article
Introducing... Your finances in Stockholm
Sponsored Article
Introducing... Housing in Stockholm
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

732
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN
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:
http://psdmedia.se