'Chabak Expedition' content to follow team's World Cup journey; series to include exclusive interview with Son Heung-min

Broadcaster Lee Kyung-kyu, expedition leader of the Chabak Expedition with Hyundai Motor, poses in front of a Hyundai Motor Ioniq 6 and shares his ambitions for the series. [Hyundai Motor Co]
Broadcaster Lee Kyung-kyu, expedition leader of the Chabak Expedition with Hyundai Motor, poses in front of a Hyundai Motor Ioniq 6 and shares his ambitions for the series. [Hyundai Motor Co]

Hyundai Motor Co announced Sunday it will launch a digital content series called "Chabak Expedition with Hyundai Motor" in conjunction with the FIFA World Cup 2026, featuring broadcaster Lee Kyung-kyu to bring fans the excitement of the tournament.

The series centers on Lee, a lifelong World Cup follower, who leads a group of 11 — including retired football legends, youth players and customers selected through a FIFA World Cup 2026 commemorative test-drive event — as they cheer on the South Korean national team throughout the tournament.

As an official FIFA World Cup 2026 partner, Hyundai Motor said the series is part of its World Cup campaign "The Future Starts Here." Through the series, the company aims to convey not only support for the national team but also the shared spirit of relentless challenge and forward-looking vision that it says unites the team and the brand.

The series will run for five episodes, with the first set to go live at 6 p.m. Sunday on Lee Kyung-kyu's official YouTube channel. Subsequent episodes will follow on the same channel, while Hyundai Motor's official YouTube channel will carry short-form highlight clips.

The first episode focuses on how the expedition came together and delivers the meaning behind Hyundai Motor's World Cup campaign, along with messages of support and anticipation for the national team. Later episodes will cover the group's launch ceremony and their experience watching national team matches in person. A standout installment will feature an exclusive interview with Son Heung-min, Hyundai Motor's global brand ambassador, in which 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 next generation of Korean football.


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