Korea Next
Korea Next examines how the Korean Wave (known as Hallyu)—a cultural phenomenon of pop music, TV, and fashion influencing the rest of the world—can also represent a technological innovation movement by the nation to solve some of humanity’s greatest challenges.
Photographs by Luca Locatelli
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THE BRIEF
As a pioneer in automotive technologies, Hyundai is at the forefront of the mobility industry with its advanced autonomous driving and connectivity solutions. Over the last 15 years, Hyundai have focused on themes of progress, mobility, electricity; but their view is that progress is just for its own sake if it doesn’t focus on tangible solutions for a better world.
To highlight how South Korea itself is a think-tank of solutions-led innovation, National Geographic told stories of how progress in South Korea, particularly in technology, is helping humanity to evolve, connect, and contribute towards a better tomorrow. The outcome was to position both Hyundai and South Korea in general at the leading edge of this movement – a metaphorical evolution of the original Korean Wave.
To highlight how South Korea itself is a think-tank of solutions-led innovation, National Geographic told stories of how progress in South Korea, particularly in technology, is helping humanity to evolve, connect, and contribute towards a better tomorrow. The outcome was to position both Hyundai and South Korea in general at the leading edge of this movement – a metaphorical evolution of the original Korean Wave.
Photograph by Luca Locatelli
Please be respectful of copyright. Unauthorized use is prohibited.
SOLUTION
National Geographic photographer Luca Locatelli captured South Korea’s progressive spirit though a photographic assignment covering technological innovations both from independent parties and Hyundai itself - from the X-ble MEX harness that helps improve quality of life for those less able to move, to the IONIQ Forest Project helping to preserve the world’s forests.
These images were woven into an editorial-style story spanning a digital photo gallery and a long-form digital article. This bespoke content was then further amplified across National Geographic Global digital and social platforms, including an Instagram Reel shot and captioned by Luca Locatelli and Facebook dark link posts. Korea Next was also featured in the National Geographic Compass digital newsletters for further audience reach.
These images were woven into an editorial-style story spanning a digital photo gallery and a long-form digital article. This bespoke content was then further amplified across National Geographic Global digital and social platforms, including an Instagram Reel shot and captioned by Luca Locatelli and Facebook dark link posts. Korea Next was also featured in the National Geographic Compass digital newsletters for further audience reach.
PHOTOGRAPH BY LUCA LOCATELLI
Please be respectful of copyright. Unauthorized use is prohibited.
Please be respectful of copyright. Unauthorized use is prohibited.
GET IN TOUCH
Interested in working with National Geographic? Please reach out to Chris O'Neill at Chris.ONeill@natgeo.com.
Photograph by Luca Locatelli