Hyundai Motor Launches ‘Cha-bak Expedition’ Ahead of FIFA World Cup 2026
As the excitement for the FIFA World Cup 2026 builds, Hyundai Motor Company has officially announced its latest digital content series, “Cha-bak Expedition with Hyundai Motor.” The initiative serves as a key pillar of the company’s broader World Cup campaign, titled “Next Starts Now,” which emphasizes a shared spirit of challenge and innovation between the automaker and the national football team.
A Journey Toward the World Cup
The “Cha-bak Expedition” is a five-part digital series featuring a diverse 11-member team led by well-known television personality Lee Kyung-kyu. The group includes retired football legends, youth players and customers selected through a FIFA World Cup 2026 commemorative test drive event. Together, they embark on a journey to support the Republic of Korea’s national football team as they prepare for the tournament.
The content is designed to capture both the anticipation of the upcoming World Cup and the dedication of the players. According to the company, the series will showcase the launch of the expedition, the excitement of the squad, and their experiences attending national team matches.
Key Highlights of the Series
- Digital Release: The series consists of five episodes, with the first installment scheduled for release on June 1, 2026, at 6:00 PM KST.
- Platform Strategy: Full episodes will be available on Lee Kyung-kyu’s official YouTube channel, while Hyundai Motor’s official YouTube channel will host short-form highlights from the series.
- Exclusive Insights: A standout feature of the project includes an exclusive interview with Son Heung-min, Hyundai’s global brand ambassador and captain of the national team. In this segment, Son discusses his determination for the tournament and offers words of encouragement to the next generation of youth players.
Hyundai’s Longstanding Commitment to Football
Hyundai Motor’s involvement in football is extensive, dating back to 1999 when the company began its long-term partnership with FIFA and the Korean national team. By integrating the “Next Starts Now” campaign into this new digital series, the company aims to foster deeper engagement with football fans and customers worldwide through interactive programming.
A representative for Hyundai Motor stated that by bringing together a passionate figure like Lee Kyung-kyu with football veterans and fans, the company hopes to effectively communicate the nation’s collective support and aspirations for the success of the national team.
Key Takeaways
- Campaign Theme: The project aligns with Hyundai’s “Next Starts Now” vision, highlighting a commitment to future challenges.
- Content Format: The series is split between long-form storytelling on talent-led channels and strategic short-form content on brand channels.
- Strategic Access: The inclusion of an exclusive interview with Son Heung-min serves as a central draw for football enthusiasts.
Frequently Asked Questions (FAQ)
What is the primary goal of the “Cha-bak Expedition”?
The goal is to build excitement for the FIFA World Cup 2026 and express national support for the Korean football team while showcasing the brand’s “Next Starts Now” campaign.
Where can viewers watch the series?
Full episodes are available on the official YouTube channel of Lee Kyung-kyu, while short-form highlights are featured on Hyundai Motor’s official YouTube channel.
How long is the series?
The series is composed of five episodes, which will be released sequentially starting June 1, 2026.