Hanse Gmbh hosts 'Hanse Night' private luxury event for top-tier customers

Hanse Gmbh, the official Mercedes-Benz partner in Korea, said Tuesday it hosted "Hanse Night," a private customer event for top Club Hanse members and key business partners, at JP at Louis Vuitton in Jung-gu, Seoul, on Friday.

Hanse Night is a premium event designed to offer long-standing customers a distinctive experience and to deepen the company's relationship with them.

The event brought together the highest-tier members of Club Hanse, the company's membership program, along with key partners, creating a private networking space for organic interaction and new connections — moving away from the conventional, formulaic customer event format. The aim was to extend the company's touchpoints with customers and partners beyond vehicle purchases and membership benefits into broader lifestyle territory, while conveying the brand values unique to Hanse Gmbh.

The venue, JP at Louis Vuitton, is a premium space offering panoramic views of the Seoul skyline at night, lending an elevated sense of occasion to the exclusive gathering. The fine-dining restaurant, located inside Shinsegae The Reserve, is helmed by Chef Park Jung-hyun of Atomix, a two-Michelin-star restaurant in New York. Before the main event, guests toured the "Louis Vuitton Visionary Journey Seoul" exhibition for a special cultural experience.

The evening opened with a champagne toast and welcome remarks, then moved through a varied program that included a live jazz performance by the Kim Hye-mi Jazz Band, a special live set by singer Lyn and a DJ performance, giving the night a distinctive atmosphere. Guests also took part in a best-dressed award and other interactive programs that added to the festivities, blending lively performances with natural mingling.

Hanse Night marked an expansion of the premium customer experiences Hanse Gmbh has offered through Club Hanse into the realm of networking that brings together customers and key partners. Going beyond existing invitation and experience-focused programs, the event used distinctive venues and cultural experiences to foster organic interaction and new relationships between customers and partners.

"Hanse Night was a gathering to express our gratitude to the customers and partners who have been with Hanse Gmbh for so long, and to share precious connections and special moments together," said Kim Marco, chief executive of Hanse Gmbh. "We will continue to deepen our relationships with customers through distinctive luxury experiences that exceed their expectations, and to enhance the premium value that is uniquely Hanse Gmbh's."

Meanwhile, Hanse Gmbh has been pursuing a range of marketing activities to broaden customer brand touchpoints, including serving as the main sponsor of the 2026 Yangpyeong Gran Fondo, a cycling event held recently in Yangpyeong-gun, Gyeonggi Province.