Michelle Yeoh arrives in Genesis GV90 Neo Lun as brand marks 10th year sponsoring Busan film fest

Genesis is extending its official sponsorship of the Busan International Film Festival into a 10th consecutive year, deploying its GV90 Neo Lun as a red-carpet VIP vehicle for the first time and presenting a short film it backed to mark the centenary of Marilyn Monroe's birth.

The automaker announced Wednesday that it is participating as an official sponsor of the 31st Busan International Film Festival. Genesis first partnered with the festival in 2017 and has maintained the sponsorship every year since.

The Busan International Film Festival, launched in 1996, is Asia's leading international film festival. It has long served as a platform for discovering Asian cinema and emerging directors and actors. This year its profile rose further when the top prize — the Busan Award Grand Prix — became eligible for submission to the Academy Awards' international feature film category.

Genesis is providing more than 100 vehicles to transport directors, actors and festival staff throughout the event. The lineup includes the GV90, G90, GV80 Hybrid, GV80 Black and GV70 electrified models.

At the opening ceremony red-carpet event on Tuesday, the GV90 Neo Lun — the brand's first full-size flagship electrified SUV — served as the official VIP transport for key attendees.

Outside of the opening and closing ceremonies, the GV90 Neo Lun will also be on display near the main stage of the Busan Cinema Center throughout the festival, giving moviegoers a chance to see the vehicle up close.

The festival will also screen "Flesh Impact," a short film Genesis supported.

The 17-minute film was produced to mark the 100th anniversary of Marilyn Monroe's birth and was directed by actor-director Maggie Gyllenhaal. It had its world premiere at the 2026 Venice International Film Festival and is making its second public screening at Busan.

The film imagines Monroe having lived to the age of 100. Structured as an audition in which she recounts her own life, it explores both the iconic image familiar to the public and the lesser-known aspects of her journey as an actor.

Dakota Johnson plays the young Monroe, while Ellen Burstyn portrays her at 100.

Genesis will hold a Q&A session with Gyllenhaal following the screening, during which she is expected to discuss the filmmaking process and Monroe's life as depicted in the work.

Earlier this year, Genesis hosted a special exhibition titled "Manifesting Marilyn" at Genesis House New York in June, marking the Monroe centenary. The exhibition focused not only on her familiar image as an actor and pop-culture icon but also on her life and personal journey.

"We are delighted to present a work we supported in this meaningful year marking a decade of partnership with the Busan International Film Festival," a Genesis official said. "We will continue to convey the brand philosophy Genesis pursues through support for diverse cultural and artistic activities."

Meanwhile, Genesis has also been accelerating its product lineup expansion. The brand recently launched the GV80 Hybrid — its first hybrid model — broadening its powertrain options beyond existing internal combustion engine and electric vehicles.