Hankook Tire Draws Attention with Premium Brand Marketing
[Asia Economy Reporter Choi Dae-yeol] Tires are considered products that consumers pay less attention to. Unlike when buying a car, where consumers carefully consider the brand, performance, and design, many people tend to use the tires that come with the car initially and only replace them when the time comes, often based on recommendations from others.
In fact, due to this consumption pattern, the industry focuses more on marketing strategies that emphasize the premium brand image rather than simply promoting product advantages. A recent marketing campaign by Hankook Tire is a clear example.
The company recognized that the MZ generation has emerged as a key consumer group and launched various collaboration projects with brands from different industries such as fashion, camping, and gaming. To convey Hankook Tire’s unique premium brand value to the digitally savvy MZ generation, the company collaborated with digital illustrator NE_REU last November to release digital content for ‘iON,’ Hankook Tire’s electric vehicle-exclusive tire brand.
On its official Instagram channel, the company showcased illustrations of vehicles equipped with high-performance tires, winter tires, and all-season tires driving against the backdrop of four seasons. Last month, Hankook Tire released content expressing warm daily life inspired by major product brands such as the ultra-high-performance tire Ventus, in collaboration with digital illustrator Choi Jong-min.
There was also a project with a fashion brand. In October last year, Hankook Tire launched a clothing line called the ‘New Movement Collection’ with System and System Homme, casual wear brands under the fashion company Handsome. This project broke the boundaries between the tire and fashion industries. System and System Homme were inspired by Hankook Tire’s role as the official partner of the ABB FIA Formula E World Championship, an electric vehicle racing competition, to create the clothing. The collection attracted attention with innovative touches such as tire patterns and test track motifs incorporated into the materials, designs, and symbols.
As part of its ESG (Environmental, Social, and Governance) management, Hankook Tire has been steadily conducting eco-friendly collaboration projects since 2021. It released products in partnership with the leather shoe brand YASE, using recycled tires. The Tread & Groove upcycling project, which repurposes used tires, was praised for effectively targeting the MZ generation, who lead the value consumption culture. All 200 pairs of sneakers with outsoles made from recycled tires sold out immediately upon pre-order, and an additional 100 pairs released later also sold out quickly.
The cultural event ‘Made in Korea,’ held in September last year, firmly established itself after just two editions. The event, launched in 2021, aims to share the technology, future vision, and brand culture of the global brand ‘Korea.’ The number of visitors increased from about 7,000 in the first year to 20,000 last year. The event features various content including exhibitions, collaborative fashion, and performances by famous artists.
Hankook Tire's cultural event "Made in Korea," which started in 2021, was attended by over 20,000 people last year.
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