Hankook Tire joins water EDM festival S2O Korea 2026 as official media sponsor

Hankook Tire & Technology announced Thursday that it will participate as official media sponsor of S2O Korea 2026, a water EDM festival running Saturday and Sunday at Seoul Land in Gwacheon.

S2O Korea 2026 is one of South Korea's leading water EDM festivals, themed around Songkran, the traditional Thai water festival, and has established itself as a signature summer music event for the 20s-and-30s demographic. Hankook Tire plans to offer a distinctive brand experience through its motor culture brand Drive, pairing the water festival atmosphere with motor culture in an unconventional combination.

Drive is a motor culture brand relaunched from the company's earlier "Made in Korea" brand, which debuted in 2021. Built around the philosophy of "the desire to move," Drive proposes a new mobility lifestyle through diverse cultural content including artwork, fragrance and music.

During the event, Hankook Tire will broadcast videos capturing Drive's original motor culture sensibility on the large main-stage screen. The company has also placed logos and QR codes at photo zones, the DJ performance stage and visitor information facilities throughout the venue, allowing attendees to encounter the Drive brand naturally.

To mark its participation, Hankook Tire is running a photo and video contest called the "Drive Moment Contest" on the official Drive Instagram account. A pre-event phase runs through Friday under the theme "Your DRIVE Moment This Summer," followed by a second phase from Saturday through Wednesday centered on "Your DRIVE Moment at S2O."

Anyone can enter by following the official Drive Instagram account and uploading a photo or video with the account tag and designated hashtags. All participants will receive a 30 percent discount coupon for Tstation.com, the company's online tire shopping mall, and prizes — including S2O Korea 2026 tickets and Drive in-vehicle diffusers — will be awarded through separate draws for each phase.

Meanwhile, Hankook Tire has been broadening its customer touchpoints through a range of marketing activities, including the recent release of a new brand film centered on the 2026 World Rally Championship, a top-tier motorsport series sanctioned by the Fédération Internationale de l'Automobile for which the company is the exclusive racing tire supplier.