BTS Attends the US Grammy Awards Riding Hyundai's Hydrogen Electric Vehicle Nexo

[Asia Economy Reporter Suyeon Woo] On the 26th (local time), BTS attended the 62nd Grammy Awards red carpet event held at the Staples Center in LA, USA, riding in Hyundai Motor Company's hydrogen electric vehicle Nexo.

BTS appearing in the hydrogen electric vehicle 'Nexo' at the Grammy Awards, the most prestigious ceremony in the US music industry, was to successfully announce the start of a new hydrogen campaign in collaboration with Hyundai Motor Company. To this end, Hyundai provided BTS with five Nexos.

Starting with Nexo's surprise appearance at the Grammy Awards, Hyundai will officially launch a global hydrogen campaign to promote the eco-friendliness and sustainability of future clean energy hydrogen. Additionally, Hyundai elevated BTS from 'Palisade Global Brand Ambassadors' to 'Hyundai Motor Company Global Brand Ambassadors' for the new hydrogen campaign.

The new hydrogen campaign with BTS is conducted under the slogan 'Because of You,' meaning Hyundai's hydrogen energy technology is advancing for the customers.

On the 26th (local time), BTS is taking a commemorative photo in front of the Hyundai Motor Company's hydrogen electric vehicle 'Nexo,' which they will board to attend the 62nd Grammy Awards red carpet event. Photo by Hyundai Motor Company

First, from the end of next month, Hyundai will sequentially release eight videos (including a comprehensive version) featuring individual BTS members delivering messages about the great nature that must be preserved for the next generation, through Hyundai's social media accounts worldwide.

Following this, various programs will be introduced, including events where BTS and customers participate together using water (H2O), the source of hydrogen and hydrogen energy, and large-scale offline events where millennials can communicate about hydrogen energy.

The reason Hyundai partnered with BTS to promote the importance of future energy hydrogen is to strengthen communication about hydrogen, which may be somewhat unfamiliar to millennials, and to grow together by contemplating sustainability with them.

A Hyundai official said, "Through various hydrogen campaigns with BTS, we expect to build empathy with millennials on Hyundai Motor Company's brand direction of eco-friendliness and sustainability and to exchange diverse opinions."

The hydrogen electric vehicle Nexo runs by charging hydrogen, and when charged with a total of 6.33kg of hydrogen at once, it can travel 609km. Unlike internal combustion engine vehicles, it emits no pollutants other than water, and the air absorbed during operation is purified through an air purification system that removes fine dust and chemicals, earning it the nickname of a moving air purifier. Operating one Nexo for one hour purifies the air needed by about 43 adults, and operating 10,000 vehicles has the same carbon reduction effect as planting 600,000 trees.