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🇰🇷 South Korea /Culture & Society

Hyundai Stella featured in Cannes-selected film 'HOPE,' recreating 1980s vibe

From Dong-A Ilbo · () Korean

Translated from Korean and summarized by DistantNews. Read the original for the full story.

At a glance

News Named sources Context piece
  • The South Korean film 'HOPE,' directed by Na Hong-jin, features a 1980s Hyundai Stella police car as a significant element.
  • The Stella, produced from 1983, is used by the main characters and serves as a symbolic object reflecting the film's historical setting.
  • Hyundai Motor Company views its sponsorship of arts and culture as an effective way to convey its brand's heritage globally.

The Hyundai Stella, an older model car from the South Korean automaker, plays a notable role in director Na Hong-jin's latest film, 'HOPE.' The movie, which was officially invited to compete at the 79th Cannes Film Festival, is set in the 1980s near a demilitarized village.

Hyundai Motor Company provided support for the film, with the Stella, first produced in 1983, appearing as the police car driven by the main characters, Bum-seok (played by Hwang Jung-min) and Seong-ae (played by Jung Ho-yeon). The car's historical use as a police vehicle in that era makes its appearance in the film a symbolic nod to the period's authenticity.

Sponsorship of film, art, and sports is an effective way to convey the brand's cultural values and heritage to the world.

· Hyundai Motor Company representativeExplaining the company's strategy behind sponsoring cultural projects like the film 'HOPE'.

The film's action sequences featuring the Stella have garnered attention, with Hyundai noting that the car effectively became a "scene stealer." The automaker highlighted that its sponsorship of film, art, and sports is a strategic approach to communicating its cultural values and heritage worldwide.

Hyundai stated that it plans to continue supporting various cultural initiatives to broaden customer engagement. The inclusion of the Stella in 'HOPE' serves not only to enhance the film's period setting but also as a platform for Hyundai to connect with a global audience through cinematic art.

We will continue to support in various ways to expand customer touchpoints.

· Hyundai Motor Company representativeStating the company's future plans for cultural engagement.
About this summary

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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