Seoul, South Korea - Hyundai Motor Company is tapping into nostalgia and the global popularity of the metaverse with its latest brand campaign.
The South Korean automaker has launched "Timeless Seoul" on the 3D avatar platform ZEPETO.
The virtual world takes users back to the 1970s and 1980s and features the company's iconic PONY model - Korea's first mass-produced car.
The campaign highlights Hyundai's heritage as ZEPETO users explore retro shops and interact in themed photo zones.
The initiative builds on the company's successful "PONY, the timeless" exhibition from last year.
As part of this push, Hyundai will host offline events at the 2024 Bangkok International Motor Show and Hyundai Motorstudio Senayan Park in Indonesia.
This expansion into the ASEAN market demonstrates the automaker's strategic move to target the region with its brand heritage efforts.
"Timeless Seoul" aims to connect with the Gen Z audience by showcasing the legacy of the PONY and drawing a stylistic connection to the design of the modern IONIQ 5.
