Corey Lee, the first Korean chef to earn three Michelin stars, presents dishes at “Nao,” his first Southeast Asian project, on the episode of “K-Everything” released on the 9th. Photo courtesy of Hyundai Motor
Hyundai Motor is broadening its engagement with global consumers by leveraging Korean culture.
Hyundai Motor (005380.KS) said Monday that “K-Everything,” a four-part original documentary series exclusively sponsored by the automaker under its long-term partnership with CNN, premiered worldwide on Sunday local time. Actor Daniel Dae Kim serves as executive producer and host, meeting directly with leading figures across K-pop, film, food, and beauty to explore their stories. The series consists of four episodes covering K-pop, K-film, K-food, and K-beauty.
The lineup is star-studded. The K-pop episode features singers Psy, Taeyang, and Jeon Somi, while the K-film episode showcases actor Lee Byung-hun, director Yeon Sang-ho, screenwriter Kim Eun-sook, and CJ Group Vice Chairwoman Miky Lee. The K-food episode features Corey Lee, the first Korean chef to earn three Michelin stars, Kang Min-goo, Korea’s only three-star chef, and Cho Hee-sook, a master of traditional Korean cuisine, who discuss the history and philosophy of Korean food and its evolution on the global culinary stage. The K-beauty episode features well-known influencers including Irene Kim and Leo J.
After premiering on CNN International on Sunday, the series is being rolled out in phases according to each country’s and region’s broadcast schedule. It is also available on streaming platforms. In Korea, viewers can watch it on Coupang Play.
Hyundai Motor’s active promotion of Korean culture, despite having no direct connection to its core business, is seen as part of a global marketing strategy aimed at aligning the growth narrative of Korean culture with the automaker’s brand identity. “We share a deep conviction that people and culture are ultimately at the center of all change and innovation,” a Hyundai Motor official said.