Extending its FIFA World Cup sponsorship through a seamless fan experience, Hyundai Motor Company launched an IMC project, “FIFA World Cup 2026™ Cheering Expedition.” The campaign kicked off with test-drive events at 27 Hyundai Driving Lounges across Korea, where participants were selected for the journey. Their experience was captured in a YouTube series on “God Kyung-kyu,” extending the campaign to a wider audience. The series also included an exclusive interview with Hyundai Motor Company’s World Cup ambassador Son Heung-min, building excitement and support for the Korean national football team.