Kumho Tire launches second 'Net!Guide' viewing etiquette campaign with Netflix

Kumho Tire announced Tuesday the launch of the second installment of its brand campaign "Kumho Tire Net!Guide," developed in partnership with global entertainment service Netflix.

The "Kumho Tire Net!Guide" campaign delivers viewing etiquette tips through short videos played before content begins, guiding audiences on how to enjoy shows safely and with full immersion. The two companies released the first installment in March, themed around "Squid Game."

The new campaign draws its concept from the Netflix reality show "Single's Inferno." Comprising two videos — a pre-viewing guide and a post-viewing guide — the series features Kumho Tire's mascot characters Ttoro and Roro, who make a surprise appearance as contestants on "Single's Inferno" to beat the summer heat, offering viewers a fresh and entertaining experience.

Kumho Tire signed a corporate brand partnership with Netflix in March and is rolling out the "Kumho Tire Net!Guide" campaign in three phases over the course of the year. The collaboration marks the first corporate brand partnership Netflix has undertaken in South Korea. Through it, Kumho Tire has extended its long-established safety heritage into the OTT space, leveraging the Ttoro and Roro characters.

"We hope this lighthearted campaign, created together with Netflix, brings a small moment of joy to consumers in their everyday lives this summer," said Yoon Min-seok, executive director of Kumho Tire's global marketing division. "We will continue to broaden our customer touchpoints through diverse platforms and content, and communicate Kumho Tire's unique safety values in a friendly, approachable way."

Since introducing its mascot characters Ttoro and Roro in 2010, Kumho Tire has sustained character-driven marketing across a range of channels — including emergency evacuation map advertisements at CGV cinemas and screen ads at Golfzon golf simulators — to enhance its brand value. The company plans to further strengthen its brand competitiveness through differentiated content built around its characters.

Meanwhile, Kumho Tire has been actively expanding its global customer reach, including participating last month in The Tire Cologne 2026 (TTC 2026), a major international tire exhibition held in Germany.