Volvo supplies flagship models for Coupang Play series 'The Affair Was Just the Beginning'

Volvo Car Korea announced Thursday that it has provided its flagship XC90 and S90 models for the Coupang Play series "The Affair Was Just the Beginning."

The series is a black comedy about an influencer couple who project a picture-perfect family life and a neighboring doctor couple embroiled in a bitter divorce, whose lives become entangled through secrets so explosive they make the affair itself seem trivial.

The show brings together First Man Studio — the production company of "Squid Game" director Hwang Dong-hyuk — and director Lee Chang-hee, known for the drama series "Hell Is Other People" and "Murderer's Paradox," with actors Kim Hye-soo and Jo Yeo-jeong in the lead roles.

Kim plays Park Gyeong-hee, a self-made influencer, while Jo portrays dermatology clinic director Ahn Su-jeong — characters whose personalities are expressed through the XC90 and S90, respectively.

The XC90, a seven-seat SUV, and the S90, a five-seat E-segment sedan, represent Volvo's top-tier lineup, combining Scandinavian design, advanced safety technology and a human-centered philosophy that has defined the brand's history.

Both models feature a refreshed design suited to the electrification era, along with a next-generation infotainment system offering easy access to OTT platforms, social media, webtoons and e-books; advanced safety technology embodying Volvo's safety DNA; and a high-fidelity sound system by Bowers & Wilkins.

Meanwhile, Volvo Car Korea said it continues to collaborate with cultural content to showcase the values of Swedish luxury. In addition to "The Affair Was Just the Beginning," the company is currently supplying vehicles for the tvN weekend drama series "Spellbound" and plans to expand such partnerships going forward.