The Hyundai Pony is the iconic model of the South Korean brand that roamed the national roads in the 1980s and was the first mass-produced car model developed independently in Korea.
Now the Pony appears in the virtual world to showcase the heritage of the South Korean brand to the global Generation Z. In this way, Hyundai is expanding the brand’s “heritage” campaign worldwide, through the release of new retro-themed content on ZEPETO, a social networking platform based on 3D avatars, and offline events in Southeast Asian countries.
In the virtual world called “Timeless Seoul,” users are transported back to Seoul in the 1970s and 1980s, when the Pony was the most popular car in South Korea.
Users can explore retro elements of Korean culture, such as old vinyl record stores and family shops, and interact with clothing accessories and themed photo zones that are ready to be shared on social networks.
Through an immersive experience that reimagines old K-culture from a retro perspective, the younger generation will naturally and engagingly connect with the enduring legacy of the Pony, which serves as a unique brand touchpoint linking its history to the latest Ioniq 5, carrying the design DNA of Hyundai’s iconic model.
The South Korean brand has already stated that in order to increase the popularity of the new virtual world, where Pony is the star, it will hold offline events at the Bangkok International Auto Show, which will take place from March 25 to April 7.
