Hyundai Motor Group (the Group) created ‘art cars’ with a renowned cultural graffiti artist to promote the Korean city of Busan’s bid to host the 2030 World Expo. The colorfully decorated cars can be seen around the 43rd ASEAN Summit venue and in tourist areas of Jakarta, Indonesia, September 5–7, 2023.
For the project, the Group selected Hyundai Motor’s battery electric models IONIQ 5 and IONIQ 6, and Genesis luxury brand’s Electrified G80 sedan as well as Hyundai STARGAZER X MPV, a variant model of last year’s ‘Indonesia Car of the Year,’ for aligning with Busan’s vision for a sustainable World Expo.
To create 23 art cars for the ASEAN Summit, the Group collaborated with a leading Korean graffiti artist known as ‘JAY FLOW,’ who has been artistically active in Korea and abroad since the 2000s and has contributed to the globalization of what is called ‘K-graffiti’.
The art cars are wrapped in the writer’s bright, cheerful graffiti design on the front and sides of the vehicles with images and symbols representing Busan, such as the Gwangan Bridge and seagulls, along with the slogan ‘BUSAN is Ready’ to attract visitors to the city.
The Group plans to operate the art cars near the ASEAN Summit venue and around major attractions in Jakarta to promote Busan and convey the city’s friendliness and attractiveness to tourists and locals in Jakarta as well as the leading figures from various countries who are attending the summit.
The Group also will screen promotional videos highlighting Busan’s unique appeal and messages that support its bid to host the 2030 World Expo on more than 30 screens installed at the arrival and departure gates of Terminal 3 of Soekarno Hatta International Airport in Jakarta as well as around 20 outdoor billboards near the airport and on city access roads and in major areas of Jakarta.
Until the host of the 2030 World Expo is selected at the end of November, the Group plans to make every effort to create global support for Busan by using specially designed art cars in major cities around the world, including Paris, where the Bureau International des Expositions (BIE) is headquartered.
Meanwhile, the Group has also conducted bid support activities with vehicles wrapped with the Busan World Expo logo and promotional text during the 172nd International Exposition Organization General Assembly in Paris in June and during the Davos Forum in Switzerland in January.