Hyundai celebrated the unveiling of the ‘KONA X Art Project,’ a mural collaboration with renowned graffiti artist Royyal Dog, in Koreatown in Los Angeles, California. The unveiled mural is a representation of the Asian community and reflects Hyundai’s creative campaign slogan, “It’s Your Journey,” by portraying people embarking on everyday adventures in the 2024 Hyundai KONA.
The ‘KONA X Art Project’ mural and the all-new KONA will be on display at Los Angeles Koreatown’s Madang Courtyard shopping center from Nov. 14 until Dec. 10. Visitors will have the opportunity to experience the attractive, rugged design and unique features of the all-new KONA firsthand. Product specialists will be on-site to provide detailed explanations of the exhibited vehicles.
Additionally, Hyundai is hosting the ‘KONA Hashtag Challenge Event’ every Saturday and Sunday until Dec. 10, where visitors can take selfies in front of Royyal Dog’s mural and upload their photos to their social media accounts as entries to the sweepstakes. Twenty winners will be selected during the event.
“We are thrilled to be collaborating with Royyal Dog on this activation,” said Erik Thomas, director, Experiential Marketing, Hyundai Motor America. “Through this mural, we are proudly celebrating the Asian community and the all-new Kona through creativity and art. To us at Hyundai, it’s not just the car, it’s the people and their journey that tell the best stories.”
Royyal Dog, gained worldwide attention for realistically depicting people of various ethnic backgrounds wearing traditional Korean clothing, Hanbok, in vibrant colors, accompanied by Korean calligraphy. He is well-known for combining stunning portraits of Korean individuals with graffiti elements.
“I have done a project in Korea with Hyundai KONA a couple years ago. It’s an honor to be part of another project with Hyundai KONA in the USA and represent the Asian community. The greatest appeal of graffiti is that it becomes part of people’s everyday lives.” said Royyal Dog. “The fact that you can easily encounter the artwork without visiting a gallery is a significant charm. I believe this aligns with Hyundai’s concept of ‘It’s your journey”.
Hyundai Motor America on