On May 28, Hyundai Steel unveiled a dance video collaboration titled “[Hyundai Steel X KRUNK] in Hyundai Steel Suncheon,” featuring YG Entertainment’s iconic character KRUNK.
The dance video creatively depicts the steel industry, which is not typically accessible to the general public, through an exciting cover dance
The video is part of the “Breaking Down Barriers” campaign, aimed at shedding the rigid image of the steel company and making it more relatable to the public. A more dynamic corporate image and KRUNK’s trendy and cute persona come together to create a new type of synergy. The campaign aims to present a new “story” about the company and the steel industry in ways that resonate with the MZ generation (Millennials and Gen Z).
Hyundai Steel hopes to foster familiarity through KRUNK, while creatively presenting a behind-the-scenes view of the steel industry, which is not typically accessible to the general public, through the video’s cover dance which is reminiscent of idol group dance routines. It is anticipated that this approach will foster new interest in Hyundai Steel. KRUNK made his debut in 2013, first appearing in Lee Hi’s music video It’s Over, and has since become YG’s foremost mascot.
KRUNK is seen exploring Suncheon Works while showcasing dynamic cover dance moves
In the video, KRUNK explores Suncheon Works, dancing playfully and dynamically to the song Sheesh by YG’s newest girl group, BabyMonster. Notably, the first scene, which features KRUNK hacking into the CCTV and infiltrating the factory, emphasizes the theme of “unlocking,” aiming to highlight the concept of breaking barriers. The video also portrays the plant’s interior as a sophisticated artwork.
By using the heavy structures and equipment typical of steel plants as a backdrop, the video also showcases actual steel production processes and products like hot-rolled and cold-rolled steel plates. By creatively incorporating a number of diverse elements, including the nearby Suncheon Bay and other natural attractions, it cleverly manages to convey the charms of both Hyundai Steel and Suncheon.
In addition to the collaboration video, Hyundai Steel released behind-the-scenes footage of the video shoot on May 28 and 29. This includes glimpses of KRUNK’s appearances on CCTV and impromptu fan meetings with the Suncheon Works staff.