Hyundai Motor Asia Pacific has unveiled a new chapter of its “Hyundai, driving ASEAN as one” campaign ahead of the Hyundai Cup 2026. Centred on football, the initiative celebrates Southeast Asian unity, mobility and diversity, with the Hyundai STARGAZER and viral figure Dhika leading the narrative across 11 ASEAN nations.
Hyundai Motor Asia Pacific has announced the launch of its latest regional campaign, “Hyundai, driving ASEAN as one,” ahead of the Hyundai Cup 2026. Running from 24 July to 26 August, the initiative positions football as a unifying platform to reinforce Hyundai’s brand presence and celebrate the shared spirit of Southeast Asia.
As title partner of the tournament, Hyundai aims to connect audiences across all 11 ASEAN nations through themes of mobility, cultural diversity and collective purpose, aligning with its global “progress for humanity” vision. Central to the campaign is the Hyundai STARGAZER, which has been cast as the hero vehicle of the competition. The MPV features prominently in campaign storytelling, symbolising family journeys, connection and regional togetherness.
Adding a cultural dimension, Hyundai has recruited Dhika, the viral “Aura Farming Boy” who gained fame through Indonesia’s traditional Pacu Jalur boat race. Dhika embodies teamwork, trust and synchronised movement—qualities Hyundai seeks to associate with both football and its wider brand narrative. A dedicated campaign featuring Dhika is set to be released in the coming days.
“Hyundai Cup 2026 is more than a football tournament, it is a celebration of what ASEAN stands for: diversity, resilience, and the unbreakable spirit of togetherness,” said Faraz Shamsi, executive marketing director of Hyundai Motor Asia Pacific. “Through this main film and our ‘driving ASEAN as one’ campaign, we want every fan across the region to feel that Hyundai is with them on this journey.”
He added: “At Hyundai, our vision of Progress for Humanity is not just a tagline; it is our commitment to driving meaningful change and connection in every market we serve. Hyundai Cup 2026 is one of the most powerful ways we can bring that commitment to life across Southeast Asia.”
The campaign extends Hyundai’s long-standing investment in sports marketing, with the company highlighting more than 27 years of global sports partnerships. Alongside its sponsorship of the Hyundai Cup 2026, Hyundai is rolling out content across social media channels in ASEAN, supported by a Trophy Tour, stadium activations, fan giveaways and vehicle test-drive experiences. Market-specific activities will be announced locally, ensuring tailored engagement across the region.
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