BlackPink members pose next to Kia Motor's Mohave. Courtesy of Kia Motors

Hyundai, Kia partner with top K-pop acts

Hyundai Motor and its sister company Kia Motors strive to leverage the rising popularity of K-pop’s two biggest exports so as to promote their products across the world.

Together with BTS and BlackPink, Hyundai and Kia seek to establish a closer connection to the younger generation through a K-pop-inspired outreach campaign.

Last November, Hyundai Motor named BTS as a global brand ambassador of its flagship SUV Palisade, the eight-seater car that is winning the hearts and minds of customers.

Korea’s largest automaker unveiled the premium vehicle at the Los Angeles Auto Show last November with a special introduction video starring BTS.

Hyundai also offered the model to BTS when the idol group attended such events as the Grammy Awards in February and Billboard Music Awards in May.

This is a great opportunity for Hyundai Motor to increase brand competitiveness among Generation Y and Generation Z,” Hyundai Executive Vice President Cho Won-hong said.

BTS, which debuted in 2013, is a seven-member Korean boy band that has global prominence over the past several years.

Early this year, Kia Motors and Blackpink announced a partnership under which the former has served as the latter’s title sponsor for its 2019 world tour.

BlackPink is a multinational four-piece girl band, which was formed in 2016 by YG Entertainment. The quartet presently has the world’s most-subscribed girl group channel on YouTube.

Kia sits alongside K-pop as one of Korea’s most successful global exports, and BlackPink is a perfect fit for our brand,” Kia’s chief marketing officer Cho Yong-won said.

BlackPink is one of the most dynamic, stylish and popular music acts in the world today, and this partnership gives Kia a unique platform to engage with a young, trendy audience in several of our most important growth and volume markets.”

Of note is that the two bands’ schedules in London. Late May, BlackPink played at the Wembley SSE Arena while BTS plans to perform twice at the Wembley Stadium early June.


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The publisher studied Korean history in Seoul and management of business administration in the United Kingdom. He has 20-year experiences in the media business. Kim can be reached at or 82-2-6956-6698.