Swedish firm says will bombard Pyongyang with underwear

By Yoon Min-sik
  • Published : Nov 1, 2013 - 18:55
  • Updated : Nov 1, 2013 - 18:55
A screengrab from the promotional video of “Bjorn Borg Says JA! to Weapons of Mass Seduction.”
(Bjorn Borg homepage)
Heads-up, Pyongyang: Lingerie is headed your way.

The North Korean capital on Thursday was selected by popular online demand as a target for a Swedish clothing brand’s campaign to “love-bomb” places with 450 pairs of underwear.

Bjorn Borg recently held “Bjorn Borg Says JA! to Weapons of Mass Seduction,” event that had people from around the world nominating locations that need “love and seduction,” on which the company will drop its products.

Pyongyang came in first with 27,162 votes, while Chalmers University of Technology in Sweden and the Swedish Left Party took distant second and third places, with 1,041 and 319 votes, respectively.

The Swedish company said it was pondering ways to send their products to the communist country, which is notorious for being one of the most secluded places in the world.

Pyongyang’s victory was boosted by little-expected support from South Koreans. After hearing about the event, South Koreans started voting en masse for its northern neighbors.

The Swedish edition of English-language news outlet The Local reported last week that over 70 percent of all traffic on the event’s website came from South Korea. Pyongyang had more than 25,000 votes at that point.

Bjorn Borg had expressed its bewilderment at how the campaign was able to garner such a massive response from Korea, despite the company not even having distribution here.

By Yoon Min-sik (