Soccer experience event at Ttukseom Han River Park

Son Heung-min, Atlas photo zones on offer

A view of the 'Rrrr's City Tour X HanRiver PluPlus' event venue. [Hyundai Motor Co]
A view of the 'Rrrr's City Tour X HanRiver PluPlus' event venue. [Hyundai Motor Co]

Hyundai Motor Co announced Friday that it is hosting a customer experience event, "Rrrr's City Tour X HanRiver PluPlus," in partnership with the Seoul Metropolitan Government's Future Han River Bureau, timed to the FIFA World Cup 2026 season.

The event runs for six days across two weekends — Friday through Sunday this week and June 26 through 28 — at HanRiver PluPlus, a multipurpose cultural venue inside Ttukseom Han River Park in Seoul.

"Rrrr" is a social media-based marketing channel Hyundai Motor launched in 2019 to connect authentically with younger audiences. Following a 2024 rebrand, the channel adopted the concept of "a car-company employee who doesn't own a car and gets around on foot," resonating with Generation Z.

Hyundai Motor used the FIFA World Cup 2026 and the Rrrr character to create indoor and outdoor experience spaces open to all visitors.

Outside, a photo zone modeled on a soccer pitch features a 6-meter-tall Rrrr sculpture. Inside, a "tri-vision" photo zone cycles through images of South Korea national team captain Son Heung-min, Boston Dynamics' humanoid robot Atlas and the Rrrr character. The tri-vision photo zone will remain open daily from Friday through June 28.

Interactive programs are also on offer. Visitors can take part in a juggling challenge using the official FIFA World Cup 2026 match ball and try a seated soccer game, giving football fans a novel way to engage with the sport.

Hyundai Motor's hydrogen fuel cell vehicle, the All New Nexo, will also be on display at the venue. The company plans to demonstrate the Nexo's V2L (Vehicle to Load) function and use its spacious cargo area to sell a range of Rrrr merchandise.

"We have continued the Rrrr project to communicate authentically with younger generations," a Hyundai Motor official said. "We will use FIFA World Cup 2026 as an opportunity to expand our offline customer touchpoints and strengthen brand experience and fandom."

Meanwhile, Hyundai Motor has been running the "Rrrr's City Tour" series at Han River parks in collaboration with the Seoul Metropolitan Government. In May, the company also took part in the "Book-Reading Han River Park" event held at Yeouido Han River Park.


eyre@heraldcorp.com