Peugeot hosts 'Peugeot en Blanc' lifestyle event for Lion Heart membership customers

Peugeot announced Thursday it will hold "Peugeot en Blanc," a lifestyle event designed to let members of its exclusive Lion Heart membership program experience French social culture and the brand's identity firsthand.

The event is scheduled for June 18 at The Magu, a multipurpose cultural venue in Yangpyeong, Gyeonggi Province. Going beyond a conventional vehicle showcase, Peugeot en Blanc is designed to immerse attendees in French culture and lifestyle. The focus is on conveying the brand's French sensibility and philosophy through food, culture and hands-on programming.

The Magu features European castle-inspired architecture set against a natural landscape, offering participants an experience reminiscent of traveling through a small European town.

The event draws inspiration from France's tradition of private outdoor dining. It will include a talk concert by Jeong Il-young, a professor and YouTube personality known as "Paris Minsu," who will introduce everyday French life and car culture. Attendees can also take part in a "sachet class," crafting their own personalized fragrance using French-sourced botanicals.

A French-style dinner will also be held, with all participants dressed in white — a nod to the elegant communal dining traditions of France.

Peugeot will give event participants the chance to test drive its full lineup of smart hybrid models. Key models — the 308, 408, 3008 and 5008 — will be available on a driving course along the North Han River, where attendees can experience their performance and fuel efficiency.

"Lion Heart is more than a customer membership — it is a community where Peugeot and its customers build a brand culture together," said Bang Sil, CEO of Stellantis Korea. "We hope this gives our customers a special day that feels like a trip to Europe, and a deeper connection with the sensibility and lifestyle Peugeot stands for."

Any Peugeot owner enrolled in the Lion Heart membership program may apply to attend. Through the membership, Peugeot is working to strengthen customer loyalty by offering differentiated brand experiences.

"We will continue to expand our customer touchpoints into the lifestyle space, building on our identity as a French brand," a Peugeot official said.