Lexus customers invited to Gocheok Sky Dome

First-pitch, first-bat and on-field experiences offered

Event tied to Kiwoom Heroes home games

Lexus Sky Lounge reservation service available year-round

Promotional image for the 2026 Lexus Brand Day [Lexus Korea]
Promotional image for the 2026 Lexus Brand Day [Lexus Korea]

Lexus Korea said Friday it successfully held the "2026 Lexus Brand Day" at a Korea Baseball Organization game between the Kiwoom Heroes and Samsung Lions at Gocheok Sky Dome in Seoul on Thursday.

The Lexus Brand Day is a pro baseball-themed program under "Lexus Amazing Members," the company's premium lifestyle initiative for customers. It was designed to give invited customers a special sports experience beyond simply watching a game, incorporating first-pitch and first-bat ceremonies as well as on-field activities.

Thirty customers who applied through the "Lexus Lounge" app took part in the paid program. Participants received official Lexus merchandise and a Kiwoom Heroes catering box, then watched the game from table seats — opened by a first pitch and first bat from customers selected through a story submission. After the final out, attendees walked onto the field and touched the bases alongside Kiwoom Heroes players.

Lexus Korea also ran programs for general spectators at the stadium, operating separate booths for customers and the public and offering a range of interactive events.

The company has been steadily expanding its touchpoints with fans through pro baseball. It has held Brand Day events at Gocheok Sky Dome since 2024, and since 2025 has operated a Lexus Sky Lounge reservation service through the Lexus Lounge app for all Kiwoom Heroes home games.

"We are delighted to have created an opportunity for guests to not just watch pro baseball but to experience and enjoy it together," Lexus Korea Vice President Kang Dae-hwan said. "We will continue working to offer programs across art, travel, sports and other fields so that customers can experience the differentiated value Lexus stands for."

Lexus Korea also plans to extend its golf-linked customer experiences by hosting the "2026 Lexus Masters," a KPGA regular tour event with a purse of 1 billion won ($722,000), from Oct. 29 to Nov. 1.

Meanwhile, Lexus Korea has been broadening its customer touchpoints through a range of marketing activities, including a recent test-drive program called "Lexus Young Farmers Farm to Drive."

The Young Farmers Farm to Drive program combines the driving experience of Lexus electrification models with a farm visit, allowing participants to engage firsthand with the brand philosophy and sustainability values that Lexus pursues.


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