Hyundai Construction: "On Site, Wear 'Hangong Jumper' Instead of 'Ajae Jamba'" (Comprehensive)

by Sim NaYoung

Published 15 Aug.2024 21:49(KST)

Updated 16 Aug.2024 15:17(KST)

Hyundai Construction Spreads Changed Corporate Culture with MZ-Targeted Brand Collaboration

An in-house exhibition image of the 'MA-1 Padded Jumper,' recently introduced as exclusive employee merchandise through a collaboration between Hyundai Engineering & Construction and the workwear brand 'BOLDEST' (Provided by Hyundai Engineering & Construction)

Hyundai Construction announced on the 15th that it collaborated with Kolon Industries' brand ‘BOLDEST’ to launch the ‘MA-1 Padded Jumper’ as a special edition exclusively for Hyundai Construction employees.

This collaboration, inspired by outdoor workers layering padded jumpers during winter, features a trendy design based on the US Air Force pilot ‘MA-1 jumper’ instead of the previously uniform and plain designs.

Thanks to the thoughtful idea respecting the tastes of the MZ generation (Millennials + Generation Z), who value ‘fun’ and ‘style,’ the ‘MA-1 Padded Jumper’ received a great response, selling nearly 6,000 units during the short 10-day application period. There were not only 1,200 individual purchases but also many group orders from 148 domestic and international sites.

A Hyundai Construction official said, “Adopting the popular aviation jumper design among young people into the monotonous work uniform with the concept of ‘working hip’ seems to have drawn a positive response from employees. Not only the MZ generation but also older generations have welcomed this new attempt fresh, bringing positive effects such as fostering a sense of belonging and building consensus across generations and ranks.”