Hyundai Motor Group backs cultural festivals in Korea, France to mark 140 years of diplomatic ties

Hyundai Motor Group announced Wednesday it will sponsor cultural and arts festivals in both South Korea and France to mark the 140th anniversary of diplomatic relations between the two countries.

The group plans to support a range of cultural and arts programs in both countries, deepening the friendship and exchange built over 140 years while strengthening communication with global customers through the arts.

The group will first sponsor the Classical Bridge International Music Festival, a leading international classical music event connecting South Korea and France, which runs in Seoul from Thursday through June 12. The festival has long maintained a special bond with France, holding performances across major cities in both countries, including Seoul, Paris and Bordeaux.

This year's Seoul edition will feature leading performers from France's classical music scene alongside France-based artists. Korean artists will also take part to mark the 140th anniversary of Korea-France diplomatic ties, broadening the musical exchange between the two nations.

Hyundai Motor, as the official mobility sponsor, will provide participating artists with dedicated vehicles and chauffeur services during the festival — including the Staria Hybrid and the Universe FCEV hydrogen electric bus — to ensure smooth and comfortable transportation throughout the event.

In addition, Hyundai Motor will hold a customer invitation event, offering visitors to Hyundai Motor Studio the chance to win tickets to festival performances through a lottery, giving more customers the opportunity to experience world-class artists live.

Hyundai Motor Group will also join as a sponsor of the Avignon Festival, the prestigious performing arts festival held across Avignon, France, from July 4 through July 25.

Celebrating its 80th edition this year, the Avignon Festival is Europe's largest comprehensive arts festival and a major fixture in the global performing arts calendar, presenting theater, dance, music and performance works across various genres each July throughout the city of Avignon.

This year's festival has designated Korean as the first Asian language to receive an official guest-language invitation, in recognition of the 140th anniversary of Korea-France diplomatic ties. Nine Korean performing arts works have been invited to the stage, including a reading performance based on Nobel Prize-winning author Han Kang's novel "We Do Not Part."

As a sponsor, Hyundai Motor Group will provide official vehicles to key Korean artists participating in the festival, including the Hyundai Ioniq 9 flagship electric SUV, the Kia PV5 electric vehicle and the EV4.

Hyundai Motor and Kia's French subsidiaries will also hold customer invitation events during the Avignon Festival, expanding direct engagement with local customers in France and reinforcing the group's brand experience of connecting with global customers through arts and culture.

"We are honored to contribute to the expansion of cultural and artistic exchange between Korea and France in this meaningful year marking 140 years of diplomatic relations," a Hyundai Motor Group official said. "We will continue to lead support for cultural exchange across diverse content and engage with global customers going forward."