Unseen Busan

Busan is bidding to host the World Expo 2030, but how can a small city show its untold story of the Miracle on Han river to other developing country members?

We hijacked one thing that is seen by every voting member: the bid book. Introducing Unseen Version Of Busan, a UV-reactive extension of the original bid book depicting the overlooked transformation of Busan. Each spread originally shows Busan before development and reveals the miracle transformation once UV light is on.

These unseen stories inspire other countries to become the next transformation, starting at Busan Expo 2030.