Hankook Tire Connects with Youth Through Participation in Summer Music Festival ‘S2O Korea’
Hankook Tire & Technology (hereafter Hankook Tire) is participating in the world-renowned water EDM festival, ‘S2O Korea 2026.’ This event is a large-scale music festival designed for those looking to enjoy the sweltering summer in a cool way. Through this festival, Hankook Tire hopes to convey the brand's energy and get closer to young consumers.
At the festival site, Hankook Tire will operate a special promotional booth for visitors. Fun games and experiential activities utilizing tires will be held there. In particular, the company plans to further enhance the festival atmosphere by installing a stylishly designed photo zone so that participants can leave with pleasant memories.
Recently, Korean companies have placed great importance on communicating with the younger generation, often referred to as the ‘MZ generation.’ Hankook Tire is also striving to convey its brand values in a friendly manner through cultural events, going beyond simply promoting product performance. Participation in this festival is expected to be a great opportunity to imprint the brand's dynamic and youthful image on the public.
‘S2O Korea’ is loved by many spectators every year for its performances that blend spectacular lighting with refreshing water streams. A representative from Hankook Tire stated, “We hope customers can directly feel Hankook Tire’s passion through this event.” The company plans to continue meeting consumers through various cultural marketing activities in the future.