Hyundai held a ceremony for the launching of New Thinking, New Korea: Korea Brand Explorers on August 25, inaugurating the group’s activities. The program, supported by HMC and the National Brand Committee, enables young people of Korea and other countries to travel around and learn about Korea in depth and make and share their discoveries and experience online. It is a project intended to enhance the brand value and status of Korea on the world stage.
The Explorers include 90 Koreans and 90 non-Koreans, who will be travelling around the country from mid-September until late October. Two Koreans will team up with two non-Koreans to make a team of four and discover new and exciting aspects of Korea as they travel. They will then post their findings on the Web, social network services, and other online venues. A total of 752 applications were received, making the competition quite steep (1:4.2). Over 175 persons from 45 countries applied in total, attesting to the popularity of the program.
The teams of explorers will visit various regions of Korea, including Seoul and Gyeonggi-do, Chungcheong-do, Yeongnam, Gangwon, Honam, and Jeju. They will experience both the “soft” aspects of each region (such as its nature, culinary tradition, style and fashion, entertainment, and spirituality) as well as the “hard” power (infrastructure, industrial facilities, etc.). The teams visiting regions with HMC plants, such as Ulsan, Asan, and Jeonju, will also be given an opportunity to take a field trip around these plants that lead the Korean economy.