Women’s 10 Consecutive Wins, Men’s 3 Consecutive Wins... Hyundai Family’s 40-Year Archery Passion Paid Off (Comprehensive)

Korea National Team Wins Both Men's and Women's Team Events
Since 1985, Father and Son Jeong Mong-gu and Jeong Ui-seon Have Supported
Full Support Under Principles of Fairness and Transparency
No Involvement in Selection or Management... "Zero Controversy"

Hyundai Motor Group Chairman Chung Eui-sun (left) is congratulating the South Korean national team after the men's team archery final held on the 29th (local time) at Les Invalides in Paris. (Photo by Korea Archery Association)

"I am grateful to all the athletes and everyone involved with the Korea Archery Association."

The South Korean men's and women's national archery teams both won gold medals at the 2024 Paris Olympics. The women's team achieved a remarkable 10 consecutive victories, while the men's team secured their third consecutive win. In the women's team event, they have never lost the top spot in 36 years since 1988. Behind this 'long-term reign' legend lies 40 years of steady support from Hyundai Motor Group. Yet, Chung Eui-sun, chairman of Hyundai Motor Group and president of the Korea Archery Association, did not step into the spotlight. He credited the glory entirely to the athletes and the staff.

'Victory Fairy' Who Visited Every Competition to Cheer

On the 29th (local time), Chairman Chung personally attended the men's team archery final held at Les Invalides in Paris, France, to cheer on the athletes and witness their victory. He embraced the athletes during the award ceremony, sharing the joy of their win. Following the previous day, he once again extended congratulations and gratitude. At the women's team archery award ceremony the day before, rather than praising himself as the association chairman, he expressed heartfelt thanks to all members. He said, "I thank the athletes and everyone in the association. Since the athletes are doing so well now, I hope they continue their efforts without getting too excited or discouraged, so that their hard work will not be in vain."

He is already known as the ‘Victory Fairy’ among domestic archery athletes. Since taking the helm of the association, he has visited every Summer Olympics?Beijing 2008, London 2012, Rio de Janeiro 2016, and Tokyo 2021. Each time, the South Korean team won. When asked about the nickname ‘Victory Fairy,’ Chairman Chung waved it off, saying, "The athletes are so good that I just happen to be along for the ride; I think I’m just lucky."

South Korea's women's national archery team (Lim Si-hyun, Nam Su-hyun, Jeon Hun-young), Hyundai Motor Group Chairman Chung Eui-sun, and executives of the Korea Archery Association are cheering the athletes with raised hands during the men's team archery event at the Paris Olympics on the 29th (local time).
(Photo by Korea Archery Association)

'Sincerity' Continuing for 40 Years Since 1985

Hyundai Motor Group has supported the Korea Archery Association for 40 years since Honorary Chairman Chung Mong-koo took office as the association president in 1985. After Chairman Chung Eui-sun succeeded the position in 2005, the continuous support has been maintained across generations. This is regarded as the longest-standing dedicated sponsorship case among single-sport organizations in South Korea.

In particular, Chairman Chung ordered meticulous support tailored to the characteristics of each host country. For example, at the 2008 Beijing Games, concerned that the Chinese crowd’s cheering might disturb the athletes’ composure, a large cheering squad was organized. The cheering squad included athletes’ families, coaches, presidents of city and provincial associations, outstanding elementary and middle school coaches, Hyundai Motor Group’s local employees and their families, members of the Korean community and sports associations in China, and international students?totaling about 9,000 people?to support the athletes.

At the 2016 Rio Games, considering security concerns, private security guards were hired for the safety of the athletes, and armored vehicles (Tucson, Maxcruz) were used to transport them to the venue. Additionally, trailers equipped with rest areas, physical therapy rooms, and showers were installed near the venue to help athletes maintain their best condition.

Jang Jae-hoon, President of Hyundai Motor Company, took a commemorative photo with local Korean residents in France immediately after the South Korean men's archery team won the team event at the 2024 Paris Olympics on the 29th (local time). (Photo by Hyundai Motor Company)

Special attention was also given to the Paris Olympics. Before the event, various measures were discussed, including equipment technical support, noise training in a soccer stadium, local meals and rest areas in Paris, and preparation of exclusive training facilities. In particular, an identical facility to the Paris Olympic archery venue, Les Invalides, was constructed at the Jincheon National Training Center in Chungbuk, allowing athletes to train in an environment similar to the actual competition. Hyundai Motor Group even developed a ‘personal training shooting robot’ to enable one-on-one practice, and conducted noise adaptation training by mobilizing a large crowd in a soccer stadium.

Support was provided both materially and psychologically to the athletes. During the competition, sports psychology experts and mental health specialists were dispatched to help athletes maintain stable mental states and high concentration. From domestic training stages, athletes received training on managing tension and counseling on psychological difficulties from experts. This was evaluated as helpful for enduring the pressure of participating in the biggest international event and focusing on training while carrying the expectations of the nation.

No Involvement in Selection or Operations... 'Zero Controversy'

Hyundai Motor Group’s support for archery is truly comprehensive. While providing assistance in financial stabilization, sports science, and athlete development systems, they did not directly interfere with team selection or association operations. Instead, they only emphasized the importance of maintaining transparency and fairness. This aligns with Chairman Chung’s management philosophy of transforming Hyundai’s traditionally vertical organizational culture into a horizontal, autonomous, and transparent atmosphere.

As a result, the Korea Archery Association has been free from unreasonable practices or unfair athlete selections based on regional or academic ties. National representatives were selected solely through competition, and coaching staff were chosen fairly and transparently through open recruitment. This contrasts sharply with the recent ongoing controversies in the Korea Football Association regarding coach appointments.

At the end of last year, in a welcoming speech at the 60th anniversary event of Korean archery, Chairman Chung emphasized the importance of fairness, transparency, and innovation, stating that the Korea Archery Association would earn the trust and love of the public and fulfill its social role based on these principles. "In the mid to long term, we must consider and practice how archery can come closer to the public and contribute to our society. The Korea Archery Association will lead innovation based on fairness and transparency, gaining the trust and love of the people and performing its corresponding social responsibilities."

On the 28th (local time), at the archery venue in Les Invalides, Paris, France, Lim Si-hyun (center), who achieved a consecutive 10th Olympic gold in the women's team archery event at the 2024 Paris Olympics, is receiving the gold medal prize from Chung Eui-sun, Chairman of Hyundai Motor Company.
[Image source=Yonhap News]

This content was produced with the assistance of AI translation services.