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CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
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CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
CSR Hyundai Motor Celebrates 10 years of IONIQ Forest With ‘Tree Correspondents’ Campaign
SEOUL, July 23, 2025 – Hyundai Motor Company today marks two major milestones for IONIQ Forest: the 10th anniversary of its launch and 1 million trees planted globally. In celebration of these project milestones, the company fully revealed Tree Correspondents, a brand campaign driven by artificial intelligence (AI) that spotlights the urgent need for forest conservation and climate action by giving trees a ‘voice.’
Launched in 2016 to celebrate the debut of the Hyundai IONIQ Electric, IONIQ Forest is a project that involves planting trees to create a better world for future generations. The project began to expand globally in 2021 with the launch of IONIQ 5, and earlier this month reached a total of 1 million trees planted in 13 countries around the world.
Tree Correspondents is an AI-driven campaign that tells the story of trees in first-person perspective based on ecological data that was turned into narratives using a bespoke large language model (LLM). Under the theme ‘Starting with the First Million,’ the campaign reaffirms the company’s commitment to continue its ecological efforts beyond the 1 million milestone.
Hyundai’s pursuit of innovation goes beyond mobility into how we connect with the world around us. With Tree Correspondents, we aimed to highlight our decade-long commitment to CSR under our brand vision ‘Progress for Humanity’ by integrating technology with storytelling and thus creating a deeper sense of engagement for the audience.
Senior Vice President and Global Chief Marketing Officer of Hyundai Motor Company
IONIQ Forest is currently carried out in 13 countries – U.S., Mexico, Canada, Brazil, Vietnam, India, Korea, Germany, Saudi Arabia, Czech Republic, Türkiye, Philippines, and China. In addition to supporting global reforestation efforts, IONIQ Forest also contributes to combating climate change, restoring ecosystems, and preserving biodiversity in the regions.
For the Tree Correspondents campaign, trackers were installed on IONIQ Forest trees in Brazil, Czech Republic and Korea to collect real-time ecological data on the trees and their surroundings. Combined with external datasets from expert organizations such as The Weather Company, the data was interpreted into ‘human language’ by leveraging LLM capabilities, such as data analysis, summarization, and natural language processing, allowing the campaign to translate objective measurements into engaging, tree-driven narratives. The articles – ‘written’ by the ‘tree correspondents’ – focus on the impact of climate change, forest loss, and the deterioration of forest ecosystems.
To read further on details of the IONIQ Forest project or to check out the articles by the ‘tree correspondents’, please visit the campaign website at TreeCorrespondents.com. The official film is available on Hyundai Worldwide YouTube channel, offering a close look at the behind-the-scenes of the campaign, from the current conditions of the IONIQ forests, collecting the data, and interviews with experts. The Hyundai Worldwide Threads account is also being taken over by the ‘tree correspondents’ for a limited time with first-person posts from the trees themselves.
Prior to the full reveal today, the Tree Correspondents campaign has been active since March 21, the International Day of Forest. It gained global recognition with three wins, two Gold Lions and one Silver Lion, in the Digital Craft category at the recent 2025 Cannes Lions International Festival of Creativity.
Hee Chon
[email protected]
Global PR Strategy & Planning · Hyundai Motor Company
Disclaimer: Hyundai Motor Group believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.
About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions while pursuing open innovation to introduce future mobility services. In pursuit of a sustainable future for the world, Hyundai will continue its efforts to introduce zero-emission vehicles with industry-leading hydrogen fuel cell and EV technologies.
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