Inspired by Netflix's 'The East Palace' and 'When Life Gives You Tangerines'

Campaign features viewing safety guide for couples and families

Kumho Tire x Netflix "Net! Guide" — "When Life Gives You Tangerines" edition [Kumho Tire]
Kumho Tire x Netflix "Net! Guide" — "When Life Gives You Tangerines" edition [Kumho Tire]

Kumho Tire announced Tuesday that it has released the final series of "Kumho Tire Net! Guide," a brand campaign it has been running jointly with global entertainment service Netflix.

"Kumho Tire Net! Guide" is a viewing-etiquette campaign that plays before Netflix content begins, with Kumho Tire's mascot characters introducing a safety guide for an enjoyable viewing experience. Since the first series launched in March, the company has released a series of campaign videos delivering safety messages in a fun and approachable way.

The newly released videos were inspired by the Netflix series "The East Palace" and "When Life Gives You Tangerines." Reflecting situations in which couples or families watch content together, the videos playfully address everyday viewing etiquette that audiences can relate to.

Particularly notable is the appearance of Kumho Tire's signature characters — Toro, Roro and Tori — reimagined as characters from each series. The videos cleverly reinterpret the distinctive atmosphere and personalities of the original works while naturally weaving in messages about proper viewing culture. The videos are available on Kumho Tire's official YouTube channel, Xtra TV.

Kumho Tire signed a corporate brand partnership with Netflix this year and has rolled out the "Kumho Tire Net! Guide" campaign across three phases.

Kumho Tire also participated as an official partner in "Netflix Janchi," a festival held Saturday and Sunday at the Culture Tank in Sangam, Seoul, to mark the 10th anniversary of Netflix's service in South Korea. The company ran a range of interactive events featuring character mascot costumes and fans.

"Through our collaboration with Netflix, we aimed to convey the value of safety that Kumho Tire pursues in a variety of ways, while also delivering fresh entertainment and meaningful messages to consumers," said Yoon Min-seok, executive director of Kumho Tire's global marketing division. "We will continue to expand our customer touchpoints and strengthen brand affinity through diverse marketing activities."

Meanwhile, Kumho Tire claimed its second consecutive overall title at the 2026 O-NE Super Race Championship on Monday, setting a record by winning all eight rounds of the Toyota Gazoo Racing 6000 class.


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