Hankook Tire Expands "Driving Sensation" to Music at "Air House"

Participating in the Music Festival for Three Consecutive Years

Hankook Tire & Technology announced on the 19th that it will participate as the official partner for the third consecutive year in the "Air House" music festival held from the 23rd to the 25th at Nami Island in Chuncheon, Gangwon Province.

Hankook Tire & Technology announced on the 19th that it will participate as an official partner for the third consecutive year in the "Air House" music festival held from the 23rd to the 25th at Nami Island, Chuncheon-si, Gangwon-do. Hankook Tire

"Air House" is an immersive festival that combines music and camping in nature. Hankook Tire plans to provide a sensory brand experience, highlighting its motor culture brand "DRIVe."

The company will install a six-meter-tall giant tire balloon object called "DRIVe Glow." The light radiating from its center symbolizes the brand energy of "DRIVe"—the yearning for movement. This visual landmark will enhance the brand's presence in the festival environment, which continues into the night.

Hankook Tire will also operate the "DRIVe Tire Zone," created by upcycling used tires. This space will serve as both a rest area and a photo zone, allowing visitors to naturally experience the brand's sensibility.

Hankook Tire stated, '"DRIVe" is a rebranded version of the existing motor culture brand "MADE IN KOREA," launched in 2021.' The company added, 'We have expanded motor culture based on various sensory elements such as artwork and fragrance, and through this project, we plan to expand "music" as a new core experiential element, thereby delivering a brand experience that encompasses the sense of hearing.'

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