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South Korea: a meteoric rise

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South Korea lets you feel a young giant flexing its design muscle. The flagship experience is Hyundai Motorstudio Goyang, a spaceship-like complex just outside Seoul that blends showroom, brand museum and an automotive theme park where you can test-drive EVs or ride chauffeured in a Genesis. A smaller Motorstudio sits in central Seoul. Beyond the brand spaces, Seoul's dense traffic and rapid EV rollout make the country a live showcase of where mass-market motoring is…

Hyundai, Kia and premium marque Genesis: in just a few decades, South Korea became a global automotive power, praised for its design and warranties.

Launched in 2015, Genesis is Hyundai's luxury marque and keeps winning international design awards.

Must-see: Hyundai Motorstudio in Seoul and Goyang. With a data eSIM, navigate the Seoul metro, translate menus and book in real time.

Must-see

Hyundai Motorstudio Goyang
Spaceship-shaped complex near Seoul: museum, test drives and a Genesis prestige ride.
Hyundai Motorstudio Seoul
Central brand space in Gangnam mixing showroom, design and exhibitions.
Genesis brand
Hyundai's luxury marque, launched 2015 and a repeat international design-award winner.

Good to know

Goyang is reachable on the GTX-A line to KINTEX station; book the prestige experience ahead online. A data eSIM powers Seoul metro navigation, real-time booking and instant menu translation as you move between sites.

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