DRIVE | Hankook Tire Global Official Website
'DRIVE' is Hankook Tire's newly rebranded cultural marketing initiative, introduced in 2024 to strengthen the heritage and identity of the company. As the word 'Drive' implies movement, it embodies our bold ambition to act as a bridge connecting the present and the future. The former cultural brand, MADE IN HANKOOK, reflected pride and passion as a Korean brand. DRIVE extends this vision, aspiring to lead meaningful journeys toward the future. DRIVE transcends the physical movement intrinsic to tires. It engages in diverse activities across various fields, fulfilling its role as a 'Driver' that connects the present with the future. Our aim is to become the hub of mobility culture by offering a unique cultural experience that merges 'future-oriented mobility culture' with activities in fields such as art, music, fashion, and F&B. We invite you to join us on this journey with DRIVE, which will enrich the Hankook Tire brand through dynamic and active communication with our customers. Culture Marketing Activities History 2024 DRIVE Brand Launching 2023 Culture Marketing Activities 2022 Culture Marketing Activities 2021 MADE IN HANKOOK Brand Launching Culture Marketing Activities 2024 Hankook Tire's first cultural brand, MADE IN HANKOOK, was rebranded as DRIVE in 2024 to reflect and encompass Hankook Tire's heritage and identity. In the future, the cultural brand DRIVE will go beyond the physical concept of 'movement,' which is the essence of tires, to connect the present and future. It will encompass future mobility, motor culture, and various tangible and intangible activities such as art, fashion, F&B, and music, creating opportunities for customers to engage more closely with the Hankook Tire brand. Projects under DRIVE Hankook Hyper Collection (March-May 2024) The Hankook Hyper Collection brought together 25 artists, from video art pioneer Nam June Paik to rising stars of the Korean art scene. The exhibition overlapped the past, present, and future of contemporary art with Hankook Tire's history and identity. Locations: Hyundai Department Store Trade Center Branch, Pangyo Branch. Kian84 Exhibition (March–May 2024) At the exhibition by Kian84, a famous Korean webtoon writer and artist, a collaborative piece titled 'DRIVE' was showcased. - Title: Cloud 2 (Sponsored by Hankook) - Concept: This work represents 'DRIVE' and 'movement,' symbolized by clouds, with the message of flowing toward a hopeful future alongside Hankook Tire. "No one knows where we start or where we're going, but we all flow with hope. Arriving at our dreams, we envision a better life." The exhibit also included a Bugatti wrapped in Kian84's artwork to express DRIVE and the brand's Korean identity, as well as a Hantas object installation, offering a visually engaging and unique experience. DRIVE Fashion Project (June 2024) Four vintage-style T-shirts combining Hankook Tire's heritage with the aesthetics of motor culture were launched as limited editions on KREAM, a Korean fashion platform, and received a positive response. Drawing on Hankook Tire's 50-year history, limited-edition clothing was designed and launched on KREAM, one of Korea's leading fashion platforms, where it received a highly positive response. This collaboration with fashion brands allowed Hankook Tire to connect with the MZ generation and showcase its brand's distinctive appeal. Participation in BEXCO Mobility Show (June 2024) DRIVE was showcased alongside art, fashion, and Sonic content at the biannual Motor Show held at BEXCO in Busan. At the DRIVE booth, highlights included Kian84's exhibition piece (Cloud 2), a Bugatti wrapped in his artwork, the collaboration T-shirt with Superfast (which sold out within days), and premium automotive parts from Sonic, Recaro, KW, and Akrapovic. This event provided an opportunity to introduce DRIVE's activities and brand identity to the general public, including those engaged in the mobility industry. DRIVE Fashion Project (September 2024) We unveiled the 24 FW season products, created in collaboration with Superfast, which embody Hankook Tire's 84-year heritage and its influence in the modern motor culture sector. The first FW collection was launched on the limited-edition platform KREAM in September, followed by the second FW collection in October, which was made available not only on KREAM but also on the subculture platform KASINA. Inspired by the slogan "L'EMOZIONE DEL TUONO"—which represents the thunderous engine sound and the exhilarating excitement of driving—we crafted a unique and trendy collection to reflect the identity of Hankook Tire. DRIVE Booth at The Air House Music Festival (October 2024) The Air House,' held at The Dreaming in Namyangju, is Korea's first music festival showcasing subcultural music in a natural setting. DRIVE conveyed its brand message by participating in festivals that aligned with its identity. In collaboration with iON, we designed a booth centered on the themes of electric vehicles and nature, incorporating the iON Tread Pattern into henna designs to engage and attract visitors. Hankook Tire Documentary: 'The First 2' (November 2024) The Korea Atlas BX Motorsport Team, which competed in all the matches of the 24 Hour Series European Competition during Season 1 and secured both the triple championship title and the overall championship, continued its pursuit in Season 2 under the new name 'Korea Competition.' The team, alongside Hankook Tire, aimed for the Nürburgring 24H, one of the world's four major endurance races, renowned for its challenging circuit environment, aptly named 'Green Hell.' In collaboration, the Porsche works team 'MANTHEY' and the Hankook Tire works team 'HANKOOK COMPETITION' unveiled an inspiring story of their participation in this world-class racing event through Tving and the Hankook Tire YouTube channel. Culture Marketing Activities 2023 MADE IN HANKOOK was first introduced during Korea Culture Week in 2021. It reimagines the company's old logo with a retro aesthetic, creating a fresh yet nostalgic feel. MADE IN HANKOOK extends the emotional appeal of Driving Emotion beyond the automotive sector, exploring and telling stories in areas of interest to the MZ generation. Our ultimate goal is to establish the Korean brand as synonymous with 'My Amazing Driving Emotion,' representing the incredible driving experiences our customers enjoy. Culture Brand History HAHA Pop-Up (March 2023) As the first MADE IN HANKOOK project in 2023, we collaborated with Half Coffee to create the HAHA Pop-Up Store, named after the first letters of Hankook Tire and Half Coffee. In this collaboration, we introduced the Cronut, inspired by the design of a Hankook tire, offering customers a unique way to enjoy desserts visually and gastronomically. Locations: Shinsegae Gangnam Branch, Shinsegae Yeongdeungpo Branch. American Arirang (October 2023) As the second F&B project under MADE IN HANKOOK, following the HAHA project, we developed MADE IN HANKOOK Beer and launched the Anti-Drunk Driving Campaign to promote a healthy drinking culture. The pop-up event featured a concept inspired by America, retro sports cars, and beer, creating a vacation-like atmosphere reminiscent of enjoying leisure time in the United States. MADE IN HANKOOK Fashion Project (February 2023) We introduced a man-to-man sweatshirt design that reflects Hankook Tire's brand identity by incorporating the MADE IN HANKOOK logo and the tread pattern of the iON electric vehicle tire into a stylish and modern aesthetic. By collaborating with fashion brands, we wanted to communicate Hankook Tire's innovative motor culture through trendy clothing that suits the MZ generation. Hankook Tire Branded Documentary: The First (December 2023) We produced a documentary chronicling the journey of the Korea Atlas BX Motorsports Team (now known as Korea Competition) as they competed in the full season of the 24H Series European Competition and achieved the championship. The documentary captures Hankook Tire's passion for motorsports and its world-class technological innovation over the course of a year. As the first branded video content from the domestic tire industry to premiere on an OTT platform, it provided a relatable and engaging story, reaching a broad audience. Culture Marketing Activities 2022 Technovision (June 2022) The Technovision initiative aims to widely promote the culture of automobile innovation by leveraging Hankook Tire's three core assets: the headquarters 'Technoplex,' the R&D center 'Hankook Technodome,' and the test track 'Hankook Technoring.' Through the Technovision campaign, Hankook Tire underscores its commitment to leading the electric vehicle era as a first mover, transitioning from the age of internal combustion engines. Culture Marketing Activities under Technovision Wonderwall: Haus of Wonder Music Festival (August 2022) In the post-pandemic era, Hankook Tire created a meaningful opportunity to connect with and engage the 20–40 age demographic by sponsoring the 'Haus of Wonder' music festival. At the festival, Hankook operated an exciting stage featuring performances by various artists. Formula E Seoul (August 2022) Hankook Tire became the official supplier and technology partner for electric vehicle tires in the ABB FIA Formula E World Championship starting with the 2022/23 season. Leveraging this opportunity, we organized various brand promotion events featuring Technovision content within the 2022 Formula E Seoul stadium. To showcase Technovision and MADE IN HANKOOK to the audiences of Formula E Seoul and the World DJ Festival, we presented an exhilarating hip-hop stage with Peaches. MADE IN HANKOOK Offline Event (September 2022) Hankook Tire hosted the grand finale of its 'Technovision' event at Peaches D8NE in Seongsu-dong, Seoul. The event aimed to engage the public by showcasing the company's unique corporate culture, design, and innovative technology. At the opening event, 'Design Innovation Day,' Hankook Tire showcased its vision for future mobility through a video themed 'Urban Reshaping' and introduced its innovative robotic wheel system, 'Wheelbot.' The event venue was designed to reflect Hankook Tire's core assets: Technoplex, Hankook Technodome, and Hankook Technoring. Each space featured diverse exhibitions and interactive experiences that represented the present and future of Hankook Tire, drawing significant attention. At the entrance, the iON electric vehicle racing tire and Formula E-related displays highlighted Hankook Tire's role as the exclusive tire supplier for Formula E, the premier global electric vehicle racing competition. The event also captivated the 20–40 age group with 'Fun & Instagrammable' programs, including RC car competitions, electric kart racing, and tire eraser-making workshops held in a scaled model diorama of TechnoRing. It featured trendy and engaging elements designed for viral marketing targeting the MZ generation, such as Tire Donuts created in collaboration with Knotted Donut, fashion goods from a Peaches collaboration, cocktails inspired by iON's identity color, and a vibrant 'After Party.' Our Activities Culture & Design Week 2021 MADE IN HANKOOK Launch (October 2021) Start of Culture Week Featuring the Brand 'MADE IN HANKOOK' Hankook Tire explored integrating familiar materials to effectively communicate the concept of its newly launched cultural marketing brand, 'MADE IN HANKOOK,' to the general public. For our first initiative, we hosted an offline event themed Culture Week at Peaches D8NE. The event featured a sensory exhibition centered around tires, creating an engaging space filled with enjoyable activities. It generated significant buzz, particularly among the MZ generation, known for their strong influence on social media. Our Activities 2024 DRIVE Brand Launching 2023 Culture Marketing Activities 2022 Culture Marketing Activities 2021 MADE IN HANKOOK Brand Launching Culture Marketing Activities 2024 Hankook Tire's first cultural brand, MADE IN HANKOOK, was rebranded as DRIVE in 2024 to reflect and encompass Hankook Tire's heritage and identity. In the future, the cultural brand DRIVE will go beyond the physical concept of 'movement,' which is the essence of tires, to connect the present and future. It will encompass future mobility, motor culture, and various tangible and intangible activities such as art, fashion, F&B, and music, creating opportunities for customers to engage more closely with the Hankook Tire brand. Projects under DRIVE Hankook Hyper Collection (March-May 2024) The Hankook Hyper Collection brought together 25 artists, from video art pioneer Nam June Paik to rising stars of the Korean art scene. The exhibition overlapped the past, present, and future of contemporary art with Hankook Tire's history and identity. Locations: Hyundai Department Store Trade Center Branch, Pangyo Branch. Kian84 Exhibition (March–May 2024) At the exhibition by Kian84, a famous Korean webtoon writer and artist, a collaborative piece titled 'DRIVE' was showcased. - Title: Cloud 2 (Sponsored by Hankook) - Concept: This work represents 'DRIVE' and 'movement,' symbolized by clouds, with the message of flowing toward a hopeful future alongside Hankook Tire. "No one knows where we start or where we're going, but we all flow with hope. Arriving at our dreams, we envision a better life." The exhibit also included a Bugatti wrapped in Kian84's artwork to express DRIVE and the brand's Korean identity, as well as a Hantas object installation, offering a visually engaging and unique experience. DRIVE Fashion Project (June 2024) Four vintage-style T-shirts combining Hankook Tire's heritage with the aesthetics of motor culture were launched as limited editions on KREAM, a Korean fashion platform, and received a positive response. Drawing on Hankook Tire's 50-year history, limited-edition clothing was designed and launched on KREAM, one of Korea's leading fashion platforms, where it received a highly positive response. This collaboration with fashion brands allowed Hankook Tire to connect with the MZ generation and showcase its brand's distinctive appeal. Participation in BEXCO Mobility Show (June 2024) DRIVE was showcased alongside art, fashion, and Sonic content at the biannual Motor Show held at BEXCO in Busan. At the DRIVE booth, highlights included Kian84's exhibition piece (Cloud 2), a Bugatti wrapped in his artwork, the collaboration T-shirt with Superfast (which sold out within days), and premium automotive parts from Sonic, Recaro, KW, and Akrapovic. This event provided an opportunity to introduce DRIVE's activities and brand identity to the general public, including those engaged in the mobility industry. DRIVE Fashion Project (September 2024) We unveiled the 24 FW season products, created in collaboration with Superfast, which embody Hankook Tire's 84-year heritage and its influence in the modern motor culture sector. The first FW collection was launched on the limited-edition platform KREAM in September, followed by the second FW collection in October, which was made available not only on KREAM but also on the subculture platform KASINA. Inspired by the slogan "L'EMOZIONE DEL TUONO"—which represents the thunderous engine sound and the exhilarating excitement of driving—we crafted a unique and trendy collection to reflect the identity of Hankook Tire. DRIVE Booth at The Air House Music Festival (October 2024) The Air House,' held at The Dreaming in Namyangju, is Korea's first music festival showcasing subcultural music in a natural setting. DRIVE conveyed its brand message by participating in festivals that aligned with its identity. In collaboration with iON, we designed a booth centered on the themes of electric vehicles and nature, incorporating the iON Tread Pattern into henna designs to engage and attract visitors. Hankook Tire Documentary: 'The First 2' (November 2024) The Korea Atlas BX Motorsport Team, which competed in all the matches of the 24 Hour Series European Competition during Season 1 and secured both the triple championship title and the overall championship, continued its pursuit in Season 2 under the new name 'Korea Competition.' The team, alongside Hankook Tire, aimed for the Nürburgring 24H, one of the world's four major endurance races, renowned for its challenging circuit environment, aptly named 'Green Hell.' In collaboration, the Porsche works team 'MANTHEY' and the Hankook Tire works team 'HANKOOK COMPETITION' unveiled an inspiring story of their participation in this world-class racing event through Tving and the Hankook Tire YouTube channel. Culture Marketing Activities 2023 MADE IN HANKOOK was first introduced during Korea Culture Week in 2021. It reimagines the company's old logo with a retro aesthetic, creating a fresh yet nostalgic feel. MADE IN HANKOOK extends the emotional appeal of Driving Emotion beyond the automotive sector, exploring and telling stories in areas of interest to the MZ generation. Our ultimate goal is to establish the Korean brand as synonymous with 'My Amazing Driving Emotion,' representing the incredible driving experiences our customers enjoy. Culture Brand History HAHA Pop-Up (March 2023) As the first MADE IN HANKOOK project in 2023, we collaborated with Half Coffee to create the HAHA Pop-Up Store, named after the first letters of Hankook Tire and Half Coffee. In this collaboration, we introduced the Cronut, inspired by the design of a Hankook tire, offering customers a unique way to enjoy desserts visually and gastronomically. Locations: Shinsegae Gangnam Branch, Shinsegae Yeongdeungpo Branch. American Arirang (October 2023) As the second F&B project under MADE IN HANKOOK, following the HAHA project, we developed MADE IN HANKOOK Beer and launched the Anti-Drunk Driving Campaign to promote a healthy drinking culture. The pop-up event featured a concept inspired by America, retro sports cars, and beer, creating a vacation-like atmosphere reminiscent of enjoying leisure time in the United States. MADE IN HANKOOK Fashion Project (February 2023) We introduced a man-to-man sweatshirt design that reflects Hankook Tire's brand identity by incorporating the MADE IN HANKOOK logo and the tread pattern of the iON electric vehicle tire into a stylish and modern aesthetic. By collaborating with fashion brands, we wanted to communicate Hankook Tire's innovative motor culture through trendy clothing that suits the MZ generation. Hankook Tire Branded Documentary: The First (December 2023) We produced a documentary chronicling the journey of the Korea Atlas BX Motorsports Team (now known as Korea Competition) as they competed in the full season of the 24H Series European Competition and achieved the championship. The documentary captures Hankook Tire's passion for motorsports and its world-class technological innovation over the course of a year. As the first branded video content from the domestic tire industry to premiere on an OTT platform, it provided a relatable and engaging story, reaching a broad audience. Culture Marketing Activities 2022 Technovision (June 2022) The Technovision initiative aims to widely promote the culture of automobile innovation by leveraging Hankook Tire's three core assets: the headquarters 'Technoplex,' the R&D center 'Hankook Technodome,' and the test track 'Hankook Technoring.' Through the Technovision campaign, Hankook Tire underscores its commitment to leading the electric vehicle era as a first mover, transitioning from the age of internal combustion engines. Culture Marketing Activities under Technovision Wonderwall: Haus of Wonder Music Festival (August 2022) In the post-pandemic era, Hankook Tire created a meaningful opportunity to connect with and engage the 20–40 age demographic by sponsoring the 'Haus of Wonder' music festival. At the festival, Hankook operated an exciting stage featuring performances by various artists. Formula E Seoul (August 2022) Hankook Tire became the official supplier and technology partner for electric vehicle tires in the ABB FIA Formula E World Championship starting with the 2022/23 season. Leveraging this opportunity, we organized various brand promotion events featuring Technovision content within the 2022 Formula E Seoul stadium. To showcase Technovision and MADE IN HANKOOK to the audiences of Formula E Seoul and the World DJ Festival, we presented an exhilarating hip-hop stage with Peaches. MADE IN HANKOOK Offline Event (September 2022) Hankook Tire hosted the grand finale of its 'Technovision' event at Peaches D8NE in Seongsu-dong, Seoul. The event aimed to engage the public by showcasing the company's unique corporate culture, design, and innovative technology. At the opening event, 'Design Innovation Day,' Hankook Tire showcased its vision for future mobility through a video themed 'Urban Reshaping' and introduced its innovative robotic wheel system, 'Wheelbot.' The event venue was designed to reflect Hankook Tire's core assets: Technoplex, Hankook Technodome, and Hankook Technoring. Each space featured diverse exhibitions and interactive experiences that represented the present and future of Hankook Tire, drawing significant attention. At the entrance, the iON electric vehicle racing tire and Formula E-related displays highlighted Hankook Tire's role as the exclusive tire supplier for Formula E, the premier global electric vehicle racing competition. The event also captivated the 20–40 age group with 'Fun & Instagrammable' programs, including RC car competitions, electric kart racing, and tire eraser-making workshops held in a scaled model diorama of TechnoRing. It featured trendy and engaging elements designed for viral marketing targeting the MZ generation, such as Tire Donuts created in collaboration with Knotted Donut, fashion goods from a Peaches collaboration, cocktails inspired by iON's identity color, and a vibrant 'After Party.' Our Activities Culture & Design Week 2021 MADE IN HANKOOK Launch (October 2021) Start of Culture Week Featuring the Brand 'MADE IN HANKOOK' Hankook Tire explored integrating familiar materials to effectively communicate the concept of its newly launched cultural marketing brand, 'MADE IN HANKOOK,' to the general public. For our first initiative, we hosted an offline event themed Culture Week at Peaches D8NE. The event featured a sensory exhibition centered around tires, creating an engaging space filled with enjoyable activities. It generated significant buzz, particularly among the MZ generation, known for their strong influence on social media. 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