Hyundai Motor Asia Pacific launches a campaign film for the Hyundai Cup 2026.
Hyundai Motor Asia Pacific has officially entered a new phase of its regional marketing push with the unveiling of the “Hyundai, Driving ASEAN as One” campaign film. This major launch serves as a core milestone ahead of the highly anticipated Hyundai Cup™ 2026, scheduled to take place from 24 July to 26 August 2026.
Leveraging more than 27 years of international sports heritage, the automotive group aims to use the tournament to celebrate and unite diverse communities across Southeast Asia. The campaign serves as an extension of Hyundai Motor Company’s overarching global vision, “Progress for Humanity”—the foundational belief that meaningful progress occurs when people move forward together, utilizing mobility to create closer human connections.
The Hyundai STARGAZER Takes Center Stage
Serving as the official hero model of the Hyundai Cup™ 2026, the recently launched Hyundai STARGAZER has been positioned as the central symbol of the campaign. Engineered with a focus on family mobility, shared comfort, and connection, the multipurpose vehicle (MPV) serves as a visual metaphor within the campaign narrative for collective regional movement and shared community journeys.
“Hyundai Cup™ 2026 is more than a football tournament; it is a celebration of what ASEAN stands for: diversity, resilience, and the unbreakable spirit of togetherness,” stated Faraz Shamsi, Executive Marketing Director of Hyundai Motor Asia Pacific. “Through this main film and our ‘Driving ASEAN as One’ campaign, we want every fan across the region to feel that Hyundai is with them on this journey.”
Viral Sensations and Teamwork: Featuring the “Aura Farming Boy”
To further drive home its narrative of collaborative teamwork, trust, and shared purpose, Hyundai has integrated a notable cultural figure into its campaign. The promotional materials feature Dhika, the internet sensation widely known as the “Aura Farming Boy” from Indonesia’s Pacu Jalur traditional boat race.
By drawing a parallel between the synchronized, high-stakes coordination required of a traditional rowing crew and the broader values of community progress, Hyundai frames Dhika’s story as a representation of moving forward in sync. A dedicated campaign feature exploring Dhika’s full narrative with the brand is scheduled for release in the coming days.
Tournament Match Day Activations and Fan Opportunities
The official campaign content has officially rolled out across Hyundai’s regional ASEAN social media networks. As the 24 July kickoff date approaches, football fans and car enthusiasts living across all 11 participating nations can look forward to a wave of localized brand activities, including:
- The official Hyundai Cup™ 2026 Trophy Tour.
- High-engagement stadium activations on official match days.
- Exclusive fan promotional giveaways.
- Specialized local dealership test-drive opportunities.
Specific tournament schedules, regional vehicle availability, and country-by-country fan zone activations will be systematically broadcasted by local market distributors as the competition progresses.
