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Hyundai Celebrates Asian Culture And Influence During AAPI Heritage Month
FOUNTAIN VALLEY, Calif., May 28, 2024 – Hyundai is celebrating Asian American Pacific Islander (AAPI) Heritage Month throughout May with a series of partnerships, digital engagements, and grassroots initiatives. These efforts aim to honour the culture and influence of the AAPI community. The programming includes the Los Angeles premiere of the documentary 'Songs of Love', World Journal's digital campaign "Celebrating Heritage - Exploring Stories," and experiential vehicle displays to complement the ad campaign for the new 2024 Santa Fe SUV.
"Hyundai is honoured to celebrate the rich and diverse heritage of the AAPI community. Our commitment to recognising and uplifting the significant contributions of Asian Americans and Pacific Islanders extends beyond mere acknowledgment; it is a continuous, year-long effort," said Angela Zepeda, CMO, Hyundai Motor America. "We actively seek to foster deeper connections and understanding through our initiatives, and we are dedicated to celebrating the vibrant cultures and traditions within these communities. By supporting AAPI voices and stories, we hope to contribute to a more inclusive and appreciative society."
Hyundai sponsored the Los Angeles premiere of 'Songs of Love,' a documentary directed by Jin-young Lee that explores the history of the Korean diaspora through music and photography. Held from May 17th to 19th at CGV cinemas in Los Angeles and Buena Park, this event honoured the efforts and spirit of the first Korean immigrants to the United States. The film festival showcased this three-part music documentary for the first time, featuring renowned musicians and offering a deep dive into the historical narrative of Korean immigration to Hawaii.
Hyundai partnered with World Journal for a digital campaign titled "Celebrating Heritage - Exploring Stories," honouring the significant contributions, achievements, and impact of Chinese Americans on American history and culture. The campaign throughout May features inspiring stories of successful Chinese Americans, including an exclusive interview with Gary Lin, Interior Designer at Hyundai America Technical Center Inc., reinforcing representation in American society. William Tong, Connecticut Attorney General, shared his story in the 2023 campaign.
"At Hyundai, we are deeply committed to celebrating the rich diversity, cultural heritage, and significant contributions of the AAPI community," said Erik Thomas, director experiential and multicultural marketing, Hyundai Motor America. "By sponsoring the 'Songs of Love' film festival and supporting World Journal's AAPI Heritage Month campaign, we aim to honour the achievements of Asian Americans and Pacific Islanders in our society and strengthen our connections within these vibrant communities."
Hyundai’s All-New Santa Fe Experiential Vehicle Display
Hyundai and its Asian American marketing agency, TEN Advertising, bring their campaigns "Ruggedness" and "Wide Open Space" to life for Asian American couples and families seeking new experiences in their everyday moments. Two locations in Los Angeles provide opportunities for consumers to experience the all-new Santa Fe firsthand during AAPI Heritage Month in May. The vehicle boasts ruggedness and a spacious terrace-concept tailgate.
Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles while supporting Hyundai Motor Company’s Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America (in development in Georgia), and several advanced R&D facilities. These operations contribute $20.1 billion annually and 190,000 jobs to the U.S. economy according to a recent economic impact report.
For more information, visit www.hyundainews.com.
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