Hyundai Card is proudly unveiling its new performance culture brand, ‘Loved by Hyundai Card.’ Launching a performance brand might raise an eyebrow coming from a credit card company, but when you look at Hyundai Card’s track record, it makes perfect sense that they would create a performance culture brand. For nearly 20 years, since 2007, Hyundai Card has been rocking the culture marketing scene with its ‘Super Concert’ series. Now, they’re gearing up for another leap forward with ‘Loved by Hyundai Card.’ And trust us, they’ve got a deeper cultural marketing strategy here than you might expect, one that’s uniquely Hyundai Card.
✨ Loved by Hyundai Card: More Than Just Early Bird Tickets, It’s a Whole Vibe
The standout feature of ‘Loved by Hyundai Card’ is that it hooks up Hyundai Card members with exclusive pre-sale access. Yeah, you heard that right – that coveted pre-sale perk that used to be just for artist fan clubs? Now it’s for Hyundai Card holders too. ‘Loved by Hyundai Card’ leverages Hyundai Card’s years of experience and sharp eye for talent honed through ‘Super Concert’ and ‘Culture Project’ initiatives. They’re hand-picking killer performances across genres and styles to give their members something truly special. This is straight-up building on their cultural marketing DNA.
🚀 20 Years of Culture Marketing: Expanding the Horizons of Live Music in Korea
Hyundai Card’s cultural marketing journey started way back in 2007 with ‘Super Concert,’ and they’ve been at it for almost two decades. For two whole generations, Hyundai Card has stayed the course with their commitment to culture marketing. So, what’s the deal? Why are they so serious about it? It’s definitely not just about polishing their corporate image. Hyundai Card’s cultural marketing strategy is way more complex and aimed at some deeper goals.
Super Concert: Ushering in the Era of Top International Artists in Korea
Hyundai Card’s ‘Super Concert’ is a total game-changer in the history of Korean live music. Starting with Il Divo and Beyoncé in 2007, they’ve consistently brought over previously unthinkable, top-tier global artists like Coldplay, Eminem, Paul McCartney, and Bruno Mars. These days, seeing big international acts in Korea is pretty common, but back in the early 2000s, catching a show by a global superstar was just a pipe dream. Hyundai Card’s ‘Super Concert’ is the pioneer that turned that impossible dream into reality and blew up the Korean concert market.
Hyundai Card didn’t hold back on investing big in Super Concert. They went all-in on snagging top artists and reportedly shelled out up to ₩2 billion KRW (around $1.5 million USD) per concert just for title sponsorship fees. And get this – since Hyundai Card is the sponsor, they barely made any direct profit from the concerts themselves. They were laser-focused on creating that intangible value – boosting their brand image. It really shows Hyundai Card’s management philosophy: prioritizing long-term brand value over quick profits.
It’s pretty well-known that Hyundai Card Vice Chairman Chung Tae-young himself got personally involved in booking artists. The fact that so many A-list artists, including Coldplay and Paul McCartney, had their first ever Korean shows through Super Concert is a testament to their dedication. Super Concert wasn’t just another concert series; it was a revolutionary move that leveled up the entire Korean live music scene, and Hyundai Card was right at the heart of it.
Offline Cultural Spaces: Deepening the Brand Experience
Beyond Super Concert, Hyundai Card runs a diverse range of cultural spaces, offering customers a unique and rich brand experience. Because let’s be real, offline brand experiences leave a much stronger and deeper impression on people than online ads or one-off events ever could.
Hyundai Card Libraries are like cultural hubs, each with a different theme: Design, Music, Travel, Cooking, and Art. Each library is packed with rare and specialized books in its field, all set in spaces with Hyundai Card’s signature stylish curation and design. The Music Library in Itaewon is particularly awesome, boasting a collection of over 10,000 vinyl records and rare albums. Visitors can even spin records themselves on turntables – talk about a cool experience. Hyundai Card Libraries give members a space to indulge their intellectual curiosity while subtly getting them to vibe with Hyundai Card’s brand identity.
DaVinci Motel and Understage are other flagship cultural programs and spaces run by Hyundai Card.
‘DaVinci Motel’ is this cool program that blends talks, busking performances, exhibitions, and more, aiming to be Korea’s answer to South by Southwest (SXSW). It’s known for being experimental and pushing boundaries every time.
‘Understage,’ a performance venue in Itaewon, showcases a wide range of music from indie bands to artists across genres. What’s unique is that artists actually curate some of the performances themselves. Understage is where audiences discover fresh talent and get exposed to a diverse mix of musical tastes. DaVinci Motel and Understage are key in building Hyundai Card’s young and dynamic brand image.
🎁 Culture Marketing: A Strategic Play to Boost Brand Value
So why does Hyundai Card keep pouring serious cash into culture marketing? Just saying “brand image improvement” doesn’t really cut it. Hyundai Card is playing the long game with culture marketing. It’s a strategic move to hit multiple goals at once: boosting brand value and image, snagging new Gen Z and Millennial customers, practicing ESG management, and strengthening customer connections.
Culture marketing has been a major factor in totally revamping Hyundai Card’s brand image. They’ve shed that stuffy, old-school finance company vibe and successfully built a hip, stylish, and trendy brand. Especially among younger folks, Hyundai Card is seen as the credit card company that’s all about culture and art, with a cool edge. This shows that consumers are valuing not just the financial products, but the cultural experiences Hyundai Card brings to the table.
Plus, culture marketing is a super effective way to resonate with trend-conscious Gen Z and Millennials. These generations are all about experiences, value-driven consumption, and cool culture. Hyundai Card is using Super Concert, Libraries, DaVinci Motel, Understage, and a bunch of other cultural content to appeal to Gen Z and Millennials and actively attract them as new customers. Even their quick move to bring Apple Pay to Korea is likely part of this strategy to grab that younger demographic.
On top of all that, culture marketing is a core piece of ESG management, emphasizing corporate social responsibility. By investing in culture and the arts, Hyundai Card is cementing its image as a socially responsible company. And that’s a value that today’s consumers, who are all about sustainable growth, really care about. Plus, these cultural events create direct communication channels between the brand and its customers, building stronger bonds. That’s key for boosting customer loyalty and building long-term relationships.
🎬 Loved by Hyundai Card: Setting a New Bar for Culture Marketing
‘Loved by Hyundai Card’ is a seriously meaningful brand that’s the culmination of Hyundai Card’s 20 years of culture marketing know-how and passion. It’s more than just throwing in ‘pre-sale’ perks; you can feel their genuine commitment to giving Hyundai Card members top-notch cultural experiences. From Super Concert to Libraries, DaVinci Motel, and Understage, Hyundai Card has already gone beyond being just a credit card company – they’ve firmly established themselves as a culture brand. It’s worth watching to see if ‘Loved by Hyundai Card’ becomes a major turning point, solidifying Hyundai Card’s brand identity even further and setting a new standard for culture marketing.