Hyundai expands Gen Z offline marketing

May 04, 2026, 11:09 am

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The Gen Z character “LeLeLe” and a 6-meter-tall inflatable balloon appear at an offline event held at Yeouido Hangang Park in Seoul on May 2. / Hyundai Motor Company

Hyundai Motor Company is strengthening its offline marketing efforts by leveraging its Gen Z-focused character “LeLeLe” to deepen customer engagement and enhance brand affinity.

The company announced on May 4 that it will host a series of offline events throughout May—Family Month in South Korea—at Yeouido Hangang Park and Everland Speedway in Yongin.

Originally launched in 2019 as a social media-based marketing channel, “LeLeLe” is built around the concept of a “car company employee without a car,” resonating with younger audiences through relatable storytelling.

At Yeouido Hangang Park, Hyundai will run interactive programs in collaboration with public events hosted by the Seoul Metropolitan Government, including “LeLeLe’s City Tour.” Activities include a 6-meter inflatable display, a themed reading zone in collaboration with the city’s mascot, and social media participation events offering giveaways such as popcorn and handheld fans.

Meanwhile, at Everland Speedway, Hyundai will host a collaborative event tied to the Hyundai N Festival. Scheduled for May 9 and 10, the program will combine motorsports experiences with character-driven content through large LED displays, themed booths, and photo events.

“Starting this year, we plan to strengthen both online and offline activities of LeLeLe to enhance brand experience,” a Hyundai official said. “We will expand touchpoints through community and regional festivals, positioning LeLeLe as a key character IP to connect more closely with customers.”

#Hyundai Motor Company #LeLeLe character #Gen Z marketing #offline events