From producing an original short film and investing in independent cinema, to featuring one of its heritage models in a blockbuster sci-fi film, Hyundai Motor Company continues to bring storytelling into everyday life through distinctive creative collaborations.
Hyundai STELLAR Returns to the Big Screen in Hope
Hyundai’s heritage model, the STELLAR, is drawing attention in director Na Hong-jin’s newly released film, Hope, where it appears as a police vehicle.
Following the success of his previous films—The Chaser, The Yellow Sea, and The Wailing—Hope has already attracted more than four million moviegoers.
Set in the remote village of Hopo Port near the Korean Demilitarized Zone, Hope follows a group of characters fighting for survival as they confront an unidentified being.
Officially invited to compete in the Competition section of the 79th Cannes Film Festival, one of the film’s biggest draws is its thrilling chase sequences, with the Hyundai STELLAR at the center of the action.
Ahead of the film’s release, a behind-the-scenes character feature introducing Seong-ae, played by Jung Ho-yeon, also showcased how the STELLAR was used to bring the film’s car chase sequences to life.
How the Hyundai STELLAR Became Part of the Story
Hyundai Motor Company’s collaboration on Hope brought the STELLAR to the big screen as a way to immerse audiences in the film’s period setting while enhancing dramatic tension throughout the story. In recent years, Hyundai has continued to engage audiences through collaborations across film, gaming, animation, and sports, with Hope marking another chapter in this broader creative journey.
This time, Hyundai took a distinctive approach by integrating one of the brand’s heritage models into the film’s narrative, allowing its cultural heritage to connect naturally with a wider audience. Rather than serving as a background prop, the STELLAR becomes an integral part of the story, helping to shape both the film’s setting and its narrative.
How Night Fishing Redefined Brand Storytelling
Hyundai’s move beyond conventional brand storytelling began with the 2024 short film Night Fishing, which reimagined the vehicle not simply as a product, but as a medium for shared experiences. Told entirely through vehicle-mounted cameras, the film adopted an unconventional cinematic approach that blurred the lines between branded content and cinema. It received recognition for its creative storytelling and won accolades at major advertising and film festivals.
Hyundai also introduced the film in a new format: the “snack movie,” with tickets priced at just KRW 1,000. Reflecting changing viewing habits—where even traditional 30-second ads are often reduced to three-second snippets—the release invited audiences to experience branded content as genuine cultural entertainment in their everyday lives.
Why Hyundai Invested in Bedford Park
The creative approach introduced with Night Fishing expanded in a new direction earlier this year with Bedford Park, the first independent feature film in which Hyundai participated as an investor, moving beyond its traditional role as a sponsor.
Set in New Jersey, the humanistic melodrama follows a man raised in an immigrant family as he confronts and heals from emotional wounds following a family tragedy.
The film received critical acclaim at the 42nd Sundance Film Festival, winning the Special Jury Award for a Debut Feature in the US Dramatic Competition. By investing in an independent feature rather than a commercially driven box-office release, Hyundai demonstrated the authenticity and emotional depth it seeks to embody, while building a deeper connection with audiences through cinema.
Hyundai Brings Its Brand to Life Across Animation and Gaming
Hyundai’s content marketing has expanded beyond film into animation, gaming, and sports. One of its most recognizable collaborations is with Catch! Teenieping, one of Korea’s most beloved animated franchises. Since last year, Hyundai has celebrated Family Month in May through exclusive Hyundai x Teenieping spin-off animations and immersive offline exhibitions, creating engaging edutainment experiences for families.
Gaming has also become an important touchpoint for audience engagement. Through collaborations with Roblox, ZEPETO, KartRider Rush+, and Asphalt Legends, Hyundai has brought its vehicles and robotics into the virtual worlds audiences enjoy every day. More recently, the brand partnered with Epic Games‘ Rocket League as part of its FIFA World Cup 2026™ collaboration, extending its reach to even more fans through interactive gameplay.
The Future of Hyundai’s Content Innovation
Despite their different formats, scales, and creative approaches, these projects reflect a shared Hyundai philosophy: creating content that people genuinely enjoy and delivering it in ways that feel natural within their everyday lives.
By recognizing content as a powerful way to build meaningful connections with customers, Hyundai is positioning itself as an everyday companion—one that informs, inspires, and enriches daily life.
Looking ahead, Hyundai will continue to push the boundaries of content marketing through new creative collaborations and experiences, demonstrating how branded content can engage audiences in fresh and meaningful ways.
