"Girl Group Cover Dance at Factory"... Hyundai Steel Releases Collaboration Video with YG

As Part of a Friendly Image Building Campaign

Hyundai Steel announced on the 28th that it has released a dance video in collaboration with YG Entertainment's representative character 'Krunk (KRUNK)'.

A dance video featuring a collaboration between Hyundai Steel and YG Entertainment's representative character 'Krunk'.
[Photo by Hyundai Steel]

This video is part of Hyundai Steel's 'Swipe to Break the Iron Wall' campaign, which aims to shed the stiff image of a steel company and approach the public in a more friendly manner. The 'Swipe to Break the Iron Wall' campaign conveys the meaning of easily telling stories about Hyundai Steel and the steel industry with the sensibility of the MZ generation.

In the released video, Krunk roams around Hyundai Steel's Suncheon plant and performs a playful and dynamic cover dance (a dance that imitates idol stage choreography) to the new song 'SHEESH' by YG Entertainment's rookie girl group 'Baby Monster'.

Against the backdrop of the heavy structures and facilities unique to steel manufacturing plants, the video naturally showcases actual steel processes and products such as hot-rolled and cold-rolled steel sheets, and also vividly captures nearby natural attractions like the Suncheon Bay Wetland, aiming to convey the charm of Hyundai Steel and Suncheon.

Hyundai Steel expects that by forming a sense of intimacy through the cute character Krunk and interestingly introducing the steel industry's sites, which are difficult for the general public to access, through cover dance, it will increase interest in and understanding of Hyundai Steel.

A Hyundai Steel official said, "We collaborated with a character familiar to the MZ generation to approach people as a more friendly company," adding, "We will continue to try new content to easily and enjoyably inform people about the appearance and role of the steel industry."