A wave of K-marketing is sweeping the imported car industry, as brands that once highlighted their countries of origin, such as Germany or Japan, now increasingly emphasize a fusion with Korean culture.
 
For Mercedes-Benz, that meant staging the global debut of its new electric vehicle against a distinctly Korean backdrop: a neon-lit Seoul night street lined with signs for street food stalls, karaoke rooms and coffee shops. 
When Mercedes-Benz unveiled its latest electric vehicle, the all-new electric C-Class, about 80 journalists from around the world set off a chorus of clicking shutters to capture the German auto giant’s newest model against a uniquely Korean cityscape. 
 
The event was held at the cultural complex XYZ in Seongdong District, eastern Seoul, on April 20, marking the first world premiere event ever hosted in Korea in Mercedes-Benz history.
 
What drew particular attention was the use of a night street scene filled with hangul as the backdrop. Executives from the company’s German headquarters even sat at a Korean-style street bar table recreated on one side of the stage, holding soju glasses as they explained the new vehicle.
 
The stage concept was proposed by the German headquarters, which decided to hold the world premiere in Korea.
 
“For young customers around the world who are enthusiastic about Korean culture, we planned to showcase street culture such as Hongdae or Euljiro rather than traditional culture,” a company official said. “We created the space based on the beer alley in Euljiro, often called ‘Hipjiro.’”
 
The idea was that the street scenery filled with Korean signs would feel trendy and ahead of the curve for younger audiences, the core target of the electric C-Class.
 

 
More and more foreign carmakers are incorporating Korean culture into their marketing tactics, citing Korea’s strong growth potential in the market.
 
“Even as the global automotive industry is facing a slowdown, the share of imported cars in Korea continues to grow, making it one of the most closely watched markets for automakers,” an industry insider said.
 
Lexus recently organized a cultural program in which participants drive a Lexus vehicle to Gyeongju, North Gyeongsang, take part in a museum docent tour and experience Gyodong Beopju, a traditional Korean liquor.
 
Lexus also held a cultural event near an iconic heritage site in
Seochon, west of Gyeongbok Palace in Jongno District, central Seoul.
 
A Lexus official described them as events “connecting Korean tradition and modern culture, as well as outdoor activities and luxury.”
 

 
Marking the 20th anniversary of Mini Korea last year, BMW launched a limited-edition Mini JCW Authentix model incorporating Korean elements.
 
In particular, it applied the red and blue colors of thetaegeuk, the symbol represented at the center of the Korean flag, to Mini’s signature emblem and used the Korean phrase “Mini Isip” instead of English.Isipmeans twenty in Korean.
 
“It is highly unusual to change the brand’s emblem, but the headquarters decided to create a special new emblem because it recognizes the importance of the Korean market,” a BMW official said.
 
Prestigious luxury car brands are also actively incorporating Korean culture.
 
Porsche released a limited-edition Taycan Turbo K-Edition in 2024 using Korean design elements. It featured a seal-style design with the name Taycan written in Korean, and incorporated line representations of Seoul’s skyline, centered on landmarks such as Gwanghwamun and Seoul Tower, throughout the vehicle.
 
Porsche also introduced a limited-edition Panamera Red earlier this year exclusively for Korean customers.
 
Ferrari unveiled the 12Cilindri Tailor Made model featuring Korean design elements at the start of the year, in collaboration with four Korean artists. It used colors inspired by Goryeo celadon — a celebrated jade-green Korean ceramic — and Seoul’s neon signs, and applied techniques such as horsehair craft and lacquer work throughout the vehicle.
 

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.

BY NAM YOON-SEO [[email protected]]