Global Campaign Film 'Next Starts Now' Released for FIFA World Cup 2026™

Hyundai Motor Company has released its global campaign film 'Next Starts Now' for the FIFA World Cup 2026™. The approximately 60-second brand film features Son Heung-min, Boston Dynamics' humanoid robot 'Atlas®', and five young soccer players who represent the next generation. It will be sequentially distributed to fans in approximately 180 countries and regions through television, digital, and social media platforms.

This campaign further evolves Hyundai Motor's 27-year FIFA official partnership, presenting a new expression that combines human potential with robotics technology.

Message of the 'Next Starts Now' Campaign 'Next Starts Now' is a campaign centered on the idea that 'the future does not arrive tomorrow, but begins from this very moment.' The film depicts young athletes' challenges and growth, combined with cutting-edge technology, illustrating how they carve out the future on a global stage.

Sung won Jee, Vice President and Global Chief Marketing Officer of Hyundai Motor Company, said: "'Next Starts Now' expresses the philosophy our brand holds dear. The future is not something to wait for, but something we create from today onwards. The young players, Son Heung-min, and our ever-evolving robotics technology symbolize this. We are delighted to share this vision and message with fans worldwide through the FIFA World Cup 2026™."

The Young Talents Shaping Next-Generation Soccer The film focuses on five young soccer players who are already active as professionals and represent the next generation. Each player is pushing boundaries and opening new possibilities, embodying Hyundai Motor's commitment. • Davian Kimbrough (Mexico), age 16: Forward, Sacramento Republic FC. The youngest professional in U.S. team sports history. • Bruno Cabral (Argentina), age 15: Center forward, River Plate. Top scorer of the CONMEBOL Liga Evolución Sub15 Masculina (2025). • Stella Spitzer (USA), age 16: Forward, Carolina Ascent FC. Youngest professional contract signee in USL Super League history. • Kauan Basile (Brazil), age 14: Forward, Santos FC. Set the all-time scoring record in the 2023 Campeonato Paulista Sub-11. • Khalil Mitchell (England), age 14: Midfielder, Chelsea FC Academy. MVP of the 2023 East Mallorca Cup.

Son Heung-min and 'Atlas®' Showcasing Hyundai Motor's Vision and Values The film features Son Heung-min, Hyundai Motor Company's Global Brand Ambassador, as a figure watching over the next generation of talent. Boston Dynamics' humanoid robot 'Atlas®' appears alongside the FIFA World Cup 2026™ official match ball, embodying the new possibilities opened by technology. The fusion of human talent and cutting-edge robotics represents Hyundai Motor's direction in mobility and robotics. Son Heung-min commented: "The World Cup is always a special stage, the greatest place for the next generation to show their abilities. This campaign shines a spotlight on the young talents who will shape the future. I strongly resonate with giving these young players the chance to dream big. Just as I once was, I am proud to be part of this initiative."

TV Commercial Rollout in Japan on Terrestrial TV and DAZN In Japan, the TV commercial began airing on June 1st through terrestrial television and DAZN. The CM, themed around 'Next Starts Now', connects viewers' excitement and anticipation with the brand experience. A 60-second version will also be released on the dedicated website.

For more details on Hyundai Mobility Japan's FIFA campaign, visit: https://www.hyundai.com/jp/fifa-worldcup2026-campaign

Initiatives Expanding the 'Next Starts Now' Campaign In conjunction with the campaign, Hyundai Motor is globally implementing experiential measures that blend football, culture, and technology. From April to May 2026, youth soccer camps were held across the United States (Atlanta, Miami, New Jersey, Los Angeles). Legendary players including Mia Hamm and Tim Howard participated, offering training, coaching sessions, test drives, and match ticket campaigns.

Going forward, immersive brand experiences will be deployed at the FIFA Fan Festival and World Cup 26 Fan Zones in various cities (New York, New Jersey, Queens).

For details on Hyundai Motor's 'Next Starts Now' campaign, visit: https://www.hyundai.com/worldwide/en/brand-journal/worldcup2026/NextStartsNow

About Hyundai Founded in 1967, Hyundai Motor Company operates in over 200 countries, employs more than 120,000 people, and addresses real-world mobility challenges. Under its brand vision 'Progress for Humanity', Hyundai Motor is accelerating its transformation into a smart mobility solution provider. Hyundai is innovativ