Content series cheering on South Korea's national team to be released in installments, including an exclusive interview with global brand ambassador Son Heung-min

Lee Kyung-kyu, expedition leader of the Chabak Expedition, speaks in front of an Ioniq 6. [Hyundai Motor Co]
Lee Kyung-kyu, expedition leader of the Chabak Expedition, speaks in front of an Ioniq 6. [Hyundai Motor Co]

Hyundai Motor Co announced Monday it will release a digital content series called "Chabak Expedition with Hyundai Motor" — produced in partnership with broadcaster Lee Kyung-kyu — to capture the excitement and energy of the FIFA World Cup 2026.

The series centers on Lee, an expedition leader whose passion for football has kept him close to World Cup history, and features a team of 11 — including retired football legends, youth players and customers selected through a Hyundai Motor World Cup test-drive event. Together, they embark on a journey cheering on South Korea's national team as it advances through the tournament.

As an official FIFA World Cup 2026 partner, Hyundai Motor is presenting the series as part of its World Cup campaign "The Future Starts Here." The company aims to use the content to convey not only support for the national team but also the shared spirit of relentless challenge and forward-looking vision that both the team and the automaker embody — delivered with a lighthearted touch.

The series will run five episodes in total, beginning with the first installment set to drop at 6 p.m. Monday. Episodes will be released in sequence on Lee Kyung-kyu's official YouTube channel, while short-form highlight clips will appear on Hyundai Motor's official YouTube channel.

The first episode focuses on the formation of the expedition and conveys the meaning behind Hyundai Motor's World Cup campaign "The Future Starts Here," along with messages of anticipation and encouragement for the national team.

Subsequent episodes will follow the expedition from its launch ceremony through live attendance at national team matches. A standout installment will feature an exclusive interview with Son Heung-min, Hyundai Motor's global brand ambassador. The national team captain is expected to share his resolve heading into the World Cup and words of encouragement for the country's young players — the future of Korean football.

"Through the sight of broadcaster Lee Kyung-kyu — who is more passionate about the World Cup than anyone — coming together with football legends and test-drive customers to cheer the team on, we hope to convey the hopes and wishes of the entire nation for the national team's success," a Hyundai Motor official said.

Meanwhile, Hyundai Motor held its "2-Night, 3-Day Test Drive Event with Ioniq" twice — in April and May — to rally support for the national team ahead of the tournament.

The company will also open a FIFA Museum at Radio Park inside Rockefeller Center in Manhattan, New York, from June 11 to July 19, hosting an exhibition titled "Legacy of Champions" — the latest in a series of activations the automaker is carrying out as a World Cup partner.


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